Small Luxury Rental Companies Seek Differentiation From the Big Guys
Photo Credit: Shown here is 24 Harmood Grove, one of the original properties in London to join The Plum Guide collection. The Plum Guide
Skift Take
Luxury short-term rentals sit at the intersection of old-world hospitality, expert-led curation, and innovative new-world tech, but they'll need unique models to stand apart in the rapidly growing alternative accommodations sector.
The short-term rental market is having a moment in which both legacy players and new entrants are heralding a swift shift in the industry status quo. The luxury sector of this growing ecosystem is particularly vibrant.
While the luxury short-term rental market has been around for a long time, alternative approaches are proliferating. Marriott International operates Homes & Villas by Marriott International, a small set of professionally managed luxury properties. Google is boosting its roster of vacation rentals with direct connections to property managers such as Vacasa, which recently acquired Wyndham Vacation Rentals. At the same time, a host of small specialized entrants are making their mark.
The Plum Guide and Perfect Experiences are two examples of smaller luxury curation services that stand apart from larger sites including Luxury Retreats, Onefinestay, and Airbnb Plus. By staying small, they aim to differentiate themselves by developing personal relationships with
