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Price is not an obstacle for the world’s top wealth clients. It is a filter. The most expensive private villa rentals globally are not simply expensive — they are curated expressions of what money can achieve when it is applied without compromise. Here are the nine properties that define the ceiling of luxury villa travel.

1. Villa Leopolda — French Riviera, France Consistently cited as one of the most valuable private estates in the world, Villa Leopolda near Nice is available for select private rentals at rates beginning at €300,000 per week. The estate spans 50 acres, includes a full staff of 50, and has hosted European royalty, Middle Eastern principals, and global wealth clients across its storied history.

2. The Calivigny Island — Grenada This private island estate — bookable exclusively as a whole — accommodates 36 guests across multiple villa structures. A single week costs approximately $175,000. The client list is drawn entirely from the ultra-HNWI segment: London-based family offices, Qatari investment principals, and UAE business leaders seeking absolute island privacy.

3. Les Airelles Chalet — Courchevel, France Courchevel 1850 is France’s most prestigious ski resort and home to some of Europe’s most sought-after private chalets. Les Airelles’ private chalet offering begins at €80,000 per week during peak ski season, attracting wealth clients from Switzerland, Germany, Saudi Arabia, and the UK.

4. Villa Trident — Cap d’Antibes, France The French Riviera’s Cap d’Antibes peninsula hosts the greatest concentration of trophy private villas in Europe. Villa Trident, with its direct sea access and historic provenance, commands €60,000–€120,000 per week during summer months, drawing Qatari, Saudi, and British principal-level clients.

5. Necker Island — British Virgin Islands Richard Branson’s private island has become the global benchmark for self-contained luxury villa island experiences. Full-island exclusive use begins at $105,000 per night. The guest profile is uniformly executive — CEOs, sovereign wealth principals, and old-money family estates from across Europe and the Gulf.

6. Chalet Edelweiss — Verbier, Switzerland Switzerland’s Verbier resort is the preferred destination for private chalet guests from the UAE and Qatar. Chalet Edelweiss — sleeping 14 with a dedicated staff of 12 — commands CHF 200,000+ per peak week. The property includes a private cinema, indoor pool, and wine cellar housing a CHF 500,000 collection.

7. Villa Olivetta — Porto Rotondo, Sardinia Sardinia’s private villa market is the fastest-growing in Mediterranean luxury real estate. Villa Olivetta, with its 10-bedroom estate and private jetty accommodating vessels up to 40 metres, rents at €70,000–€90,000 per week, primarily to UK, French, and German wealth clients.

8. The Brando Resort Private Villa — French Polynesia Marlon Brando’s former private island now operates as an ultra-exclusive luxury resort with private villa structures. Full exclusive-use rentals for the entire property reach $500,000+ per week.

9. L’Ermitage — Saint-Barthélemy St. Barths is the Caribbean’s definitive luxury real estate destination. L’Ermitage commands $65,000–$95,000 per week and is consistently booked by Paris, London, and Geneva-based wealth clients.

Enquire with a specialist luxury villa concierge to access off-market rates on the world’s most exclusive private estates.

For ultra-high-net-worth individuals from Saudi Arabia, the UAE, Qatar, and the UK, security is not a luxury add-on. It is a foundational requirement that shapes every decision in the executive travel planning process — from destination selection to private jet routing to private villa specification.

Why Standard Luxury Hotels Fall Short

Even the finest five-star luxury hotels in Switzerland, France, and Germany cannot provide the security architecture required by principals managing sovereign wealth exposure, geopolitical profile, or family security obligations. Shared public spaces, multiple access points, and commercial operations create irreducible vulnerabilities.

A private villa eliminates these structural weaknesses. Access is controlled entirely. The guest list is known. Perimeter security is under the client’s management team’s direct authority.

What a Secured Private Villa Looks Like

The most security-sophisticated private villa rentals — typically in Switzerland, the French Riviera, and the UAE — incorporate layered protective infrastructure:

• Perimeter control: CCTV coverage of all access routes, motion detection, and staffed gatehouse entry
• Communication security: Encrypted satellite internet with dedicated VPN architecture and signal-hardened meeting rooms for executive briefings
• Vehicle management: Armoured vehicle provision, coordinated convoy routing, and private garage facilities preventing public vehicle exposure
• Staff vetting: All villa personnel subject to background screening coordinated between the client’s security team and villa management
• Emergency protocols: Medical evacuation plans, secure communications with local authorities, and coordination with private jet operators for emergency departure

Selecting a Villa with Security in Mind

Wealth clients with active security requirements — particularly Gulf state principals, public figures, and executives with elevated threat profiles — should work exclusively with luxury villa specialists who have verified security experience.

The best-positioned markets for secured private villa rentals are Switzerland (long-standing expertise serving diplomatic and wealth community clients), the UK Home Counties (established infrastructure serving Saudi and UAE principal-level visitors), and the UAE itself (Palm Jumeirah compounds with integrated private security infrastructure).

Private Jet Integration

Security planning for private villa stays is inseparable from private jet routing. Executive travel security specialists coordinate departure airports, flight routing, and arrival procedures to minimise exposure. Private jet terminals at Geneva, Nice, Farnborough, and Dubai offer dedicated FBO facilities with full privacy for high-profile arrivals.

The Cost of True Security

Proper executive travel security — covering private villa preparation, in-destination protective services, and private jet security coordination — typically adds £25,000–£75,000 to a week-long itinerary for a principal-level client with active security requirements. For wealth clients at this level, this represents a non-negotiable and non-negotiated budget line.

Contact a specialist luxury villa concierge experienced in high-security principal-level accommodation.

The private villa markets of Switzerland, France, and the UK have always attracted international wealth clients. But in 2025, one buyer and renter profile is reshaping the market more decisively than any other: Saudi Arabian wealth clients, empowered by Vision 2030’s economic expansion and a new generation of principals who travel differently from their predecessors.

A New Profile of Saudi Luxury Traveller

The Saudi wealth client of 2025 is younger, more internationally mobile, and more demanding than any previous generation. Educated at institutions in the UK, France, Switzerland, and the United States, this cohort brings expectations shaped by global luxury exposure — and the financial resources to act on them without compromise.

Private villa rental is the accommodation standard this profile expects. Luxury hotels, however fine, represent a public experience in a way that is fundamentally incompatible with the privacy requirements of Saudi business principals and family members.

France: The Preferred Destination

French luxury real estate has an historical relationship with Gulf state wealth clients, but the depth of Saudi engagement with the French Riviera, Paris, and ski resort markets has intensified since 2022. Villa rentals in Cap d’Antibes, Saint-Tropez, and Courchevel during summer and ski seasons are now dominated by Saudi principal-level bookings, often made 12–18 months in advance.

The French Riviera’s private villa market is pricing this demand into its rate structure: peak week rents at top Cap d’Antibes properties have increased 40% since 2021, driven materially by Gulf state demand.

Switzerland: The Financial and Lifestyle Hub

Switzerland’s dual appeal — as a financial centre and as a luxury alpine resort destination — positions it perfectly for Saudi wealth clients managing European investment portfolios. Private chalets in Verbier and Gstaad are frequently booked by Saudi family offices that maintain Geneva-based financial operations, creating a seamless integration of business infrastructure and private villa lifestyle.

The UK: Established and Expanding

London and the English countryside have long attracted Saudi wealth clients. The private estate rental market in the Cotswolds, Surrey, and Scotland has absorbed significant Saudi demand, with some clients graduating from annual rentals to outright luxury real estate purchases in excess of £20 million.

What Saudi Clients Are Paying For

Beyond space and privacy, Saudi wealth clients at the upper tier seek cultural sensitivity in villa staffing, Halal-certified catering, prayer space provision, and staff protocols aligned with conservative family requirements. The best luxury villa specialists operating in European markets have developed specific service infrastructure for Gulf state clients.

This attention to cultural service standards is increasingly becoming a differentiator in the luxury villa market — and a premium that top-tier clients are willing to pay significantly for.

Two destinations. Two entirely different expressions of European luxury. Switzerland’s alpine chalets and France’s Riviera villas represent the pinnacle of private villa travel — but they serve fundamentally different client profiles. Here is the definitive comparison for wealth clients deciding between Europe’s two premier luxury real estate rental markets.

The Swiss Chalet Experience

Switzerland delivers luxury through restraint. Alpine chalets — particularly in Verbier, Zermatt, Gstaad, and St. Moritz — are architectural expressions of functional elegance. Natural timber, stone, and glass. Fireplaces engineered as centrepieces. Spa facilities carved into mountain infrastructure. The aesthetic is deliberate: luxury that looks like it belongs.

The clientele reflects this sensibility. UK wealth management professionals, German family office principals, UAE business leaders, and Saudi wealth families who value discretion over visibility converge on Switzerland’s private chalet market.

Peak chalet weeks — December 20 to January 5 and the February half-term — command CHF 100,000–500,000 depending on size and location. This is not simply accommodation pricing. It is market-rate access to the world’s most exclusive winter gathering.

The French Riviera Villa Experience

France delivers luxury through abundance. A Cap d’Antibes or Saint-Jean-Cap-Ferrat private villa is a statement of arrival — sea views calculated for maximum impact, infinity pools that dissolve into the Mediterranean, motor launches moored at private pontoons, and formal gardens maintained by teams of specialists.

The Riviera villa client is visible in a way the Swiss chalet client often is not. This is Mediterranean luxury: social, cinematic, and unapologetically grand. Qatari royals, British entertainment-sector wealth, Paris-based financial principals, and UAE business families who split time between the Gulf and Europe constitute the core renter profile.

Peak summer weeks in July and August at top-tier Riviera villas — five bedrooms or more with direct sea access — range from €40,000 to €150,000, with the most historically significant properties commanding more.

Side-by-Side: The Key Differences

Factor	Swiss Chalet	French Riviera Villa
Season	Winter (Dec–March)	Summer (June–Sept)
Privacy profile	Maximum discretion	Elevated but social
Primary activity	Skiing, spa, alpine walking	Yachting, beach, dining
Private jet access	Geneva, Sion, Zurich	Nice Côte d’Azur
Typical weekly rate	CHF 80,000–500,000	€40,000–150,000
Dominant client profile	UK, UAE, Germany, Switzerland	Qatar, Saudi, UK, France

Which Should You Choose?

For wealth clients who can access both — and many do, spending winters in the Alps and summers on the Riviera — the question is moot. For those selecting a single European luxury villa destination, the decision comes down to season, social preference, and activity profile.

Both markets deliver experiences that no luxury hotel or resort can replicate.

In an era of financial market volatility, elevated inflation across European economies, and geopolitical uncertainty reshaping cross-border capital flows, luxury real estate — specifically, private villa assets in Switzerland, France, and the UAE — is being reassessed by wealth managers as a core portfolio component rather than a lifestyle allocation.

Why Luxury Villas Are Different from General Real Estate

The luxury villa market operates under different supply and demand dynamics from residential real estate. Prime private villas in the world’s top markets — Cap d’Antibes, Verbier, Palm Jumeirah — are genuinely scarce. New supply is constrained by planning restrictions, coastal access limitations, and alpine geography. Demand, driven by wealth creation across the Gulf states, Asia, and Europe, continues to grow.

This fundamental imbalance creates the conditions for sustained capital appreciation that has historically outperformed broad real estate indices.

Switzerland: The Fortress Market

Swiss luxury real estate has weathered every major global financial disruption of the past 50 years without sustained price decline. Verbier chalets have appreciated over 200% in nominal terms since 2000. The Swiss franc’s strength relative to the euro and sterling adds a layer of currency return for UK and EU-based wealth clients holding Swiss assets.

Family offices in Geneva and Zürich routinely advise clients to hold at least one Swiss alpine property as a non-correlated safe-haven asset alongside traditional financial instruments.

France: Yield and Appreciation in One Asset

The French Riviera luxury villa market combines genuine rental yield — 5–8% gross for professionally managed properties — with long-term capital appreciation in one of the world’s most liquid luxury real estate markets.

International buyers from the UAE, Qatar, Germany, and the UK account for the majority of transactions above €10 million. The French legal framework for property ownership is well-understood and trusted by international wealth clients — a significant factor in capital allocation decisions.

UAE: Tax Efficiency and Growth

Dubai’s luxury villa market on the Palm Jumeirah and in Emirates Hills offers wealth clients from Europe, Saudi Arabia, and Qatar a combination of factors unavailable in European markets: zero capital gains tax, zero inheritance tax, freehold ownership for foreign buyers, and gross rental yields that routinely exceed 7%.

For UK wealth clients managing post-Brexit tax exposure and French wealth clients navigating wealth tax obligations, UAE private villa ownership is increasingly positioned as a genuine tax-efficient alternative to comparable European assets.

The Wealth Manager’s Perspective

The most sophisticated wealth managers serving UHNWI clients now incorporate luxury villa assets explicitly into portfolio construction — not as lifestyle expenditure but as return-generating allocations with low correlation to public market performance. Private jet access to all three premier markets makes active management of multi-property luxury real estate portfolios genuinely practical.

It begins with a text message from the estate manager. “Property is prepared. Chef has your dietary profile. Car will be airside at 14:20.” Three hours later, I am in Verbier. The transition from London to one of Europe’s most exclusive private chalets has taken less time than most people spend commuting.

This is executive travel when it works.

The Departure: Farnborough Airport

London Farnborough Airport is the preferred private jet terminal for wealth clients based in London, Surrey, and the Home Counties. No queues. No public terminals. The FBO — fixed base operator — provides a private lounge, briefing room, and direct apron access. Baggage is handled before you arrive.

The aircraft today is a Bombardier Global 6000 — a long-range private jet that is, in this case, handling a 90-minute sector to Sion Airport in Switzerland. The cabin is configured for a working flight: wireless connectivity, a small boardroom table, and the specific sparkling water the client drinks. These details are not accidents. They are the product of a briefing process between the private jet operator and the luxury travel concierge.

Arrival in Switzerland

Sion Airport is the private aviation gateway to Verbier, Zermatt, and the wider Valais alpine region. Swiss customs processing for private jet arrivals takes minutes. The vehicle — a blacked-out Range Rover SV with a specialist driver — is waiting airside.

The drive from Sion to Verbier is 45 minutes through a valley that becomes more cinematic with every kilometre. By the time the chalet’s private drive appears, the transition from London’s density to Switzerland’s altitude feels complete.

The Chalet: What CHF 150,000 Per Week Actually Provides

Seven bedrooms. A chef and sous-chef who have prepared a four-course dinner before the party has even unpacked. An estate manager who has sourced lift passes, ski guide bookings, and tomorrow’s heli-skiing window. A spa with a pool, steam room, and two treatment rooms staffed by therapists brought up from Geneva.

The living area occupies the entire top floor of the chalet — timber ceiling, stone fireplace, and a south-facing glass wall framing a view of the Mont Gelé. No hotel room, however expensive, occupies space like this.

The Return

Sunday afternoon. Bags already transferred to the vehicle by the estate team. The estate manager walks the party to the car. Forty-five minutes to Sion. Eleven minutes from car to airborne. By 19:00, the client is in London.

Executive travel by private jet to a Swiss chalet does not merely offer luxury. It returns time — the most finite resource in a wealth client’s life.

Booking a private villa for the first time — particularly at the levels demanded by genuine wealth clients — requires more than finding a property online. It requires identifying and working with an agency that operates at your level. Here is how to do it correctly.

Understand What a True Luxury Villa Agency Does

A genuine luxury villa rental agency is not a listing platform. It is a service business built around relationships — with property owners, local suppliers, private jet operators, and in-destination concierge networks.

The best agencies in the UK, Switzerland, France, and UAE maintain relationships with private villa owners who never publicly list their properties. Access to these off-market estates — which include some of the world’s most exceptional private properties — is only available through established agency relationships.

Questions to Ask Before Engaging

Before committing to any luxury villa agency, a serious wealth client should ask:

• How many of your properties are publicly listed versus off-market?
• Do you have direct relationships with villa owners or do you aggregate from third-party platforms?
• Can you coordinate private jet arrivals, ground transportation, and in-villa staffing as a single managed service?
• What is your experience with clients from the UAE, Saudi Arabia, Qatar, or other Gulf state markets? (If relevant to your profile)
• How do you handle security requirements for principal-level clients?

Red Flags to Avoid

Agencies that cannot answer the questions above in specific, confident terms are operating at a transactional level that is unlikely to meet the expectations of serious wealth clients. Similarly, agencies that heavily promote public-facing listing technology over relationship-based service access are typically aggregators rather than true luxury specialists.

The Best Agency Markets

Specialist luxury villa agencies with genuine principal-level capability are concentrated in London (for UK, European, and Gulf state markets), Geneva (for Swiss and European markets), Paris (for French Riviera and ski resort access), and Dubai (for UAE, Saudi Arabian, and Qatari client bases).

What Service You Should Expect

A genuine luxury villa rental for a wealth client should include: a dedicated relationship manager available 24/7, property preparation to the client’s specification before arrival, coordinated private jet or executive travel logistics, in-villa concierge services throughout the stay, and post-stay feedback integration for future improvements.

If an agency does not offer this as a standard, it is not operating at the luxury level — regardless of what its marketing materials suggest.

Pricing Transparency

All fees — including agency commission, security deposits, and ancillary service charges — should be disclosed fully and in advance. Wealth clients operating through family offices or personal assistants should request a full fee schedule before any commitment.

A well-chosen luxury villa specialist will pay for itself many times over in access, quality, and stress-free execution.

June in Provence. The lavender is three weeks from full bloom. The rosé — from a domaine 12 kilometres away, selected by the villa’s sommelier in April — is already chilling in a cellar that maintains itself at precisely 12 degrees. The infinity pool overlooks a valley that has not materially changed since the 18th century. No luxury resort anywhere in France offers this. Only a private villa does.

The Summer Luxury Villa Season in France

France’s summer private villa season runs from mid-June to early September, with the French Riviera commanding the highest per-night rates of any private villa market in Europe during peak July and August weeks. Wealth clients from the UK, UAE, Saudi Arabia, Switzerland, and Qatar form the core demand base, with many repeat annually at the same estates.

The market has tightened significantly. The finest private villas in Saint-Jean-Cap-Ferrat, Cap d’Antibes, and Èze now book twelve to eighteen months in advance for peak summer weeks. New entrants — wealth clients approaching the private villa market for the first time — often wait a full year for access to their preferred properties.

Cap d’Antibes: The Epicentre

The Cap d’Antibes peninsula remains the undisputed heart of French Riviera luxury. Of the peninsula’s approximately 80 private estates, fewer than 20 are available for rental at any given time — and the finest among them change hands between repeat clients via their concierge relationships, never reaching public listings.

A typical five-bedroom Cap d’Antibes villa with direct sea access and a private pontoon rents at €60,000–€120,000 per week in July and August. A historic estate with cultural provenance or architectural significance commands more.

What the French Summer Villa Experience Delivers

Morning: breakfast on the terrace, overlooking either the sea (Riviera) or the valley (Provence). The chef — sourced by the villa agency from a pool of Michelin-experienced professionals — has matched the menu to the local season.

Midday: the pool or, for Riviera properties, a short walk or boat transfer to a private beach section. No shared sun loungers. No hotel restaurant noise. No strangers.

Evening: dinner prepared in the villa by the private chef, or transport to a restaurant where reservations have been secured weeks in advance by the villa concierge — at venues without public availability.

Accessing France by Private Jet

Nice Côte d’Azur is Europe’s third-busiest private jet terminal. London, Geneva, Zürich, Riyadh, Dubai, and Doha all connect directly via private jet in under three hours, making the French Riviera genuinely accessible as a weekend destination for wealth clients across the UK, UAE, and Gulf states.

For Provence properties, Marseille Provence Airport handles private jet arrivals with full FBO services.

Speak to a French luxury villa specialist now to secure your preferred dates for summer 2026.

The global luxury villa rental market has repriced significantly since 2022, driven by post-pandemic demand recovery, accelerated wealth creation in the Gulf states, and constrained supply across Europe’s most exclusive resort destinations. Here is a current pricing landscape across the markets that matter most to Tier-1 wealth clients.

Switzerland

Switzerland’s alpine luxury villa and chalet market operates at the highest average weekly rate of any European destination:

• Verbier (peak ski week): CHF 80,000–250,000 per week
• Gstaad (peak ski week): CHF 120,000–500,000 per week
• Zermatt (peak ski week): CHF 70,000–200,000 per week
• St. Moritz (peak ski week): CHF 90,000–350,000 per week

Private chalets in Gstaad have seen 25% rate increases since 2023, driven primarily by demand from UAE, Saudi, and Qatari wealth clients. Off-peak summer rates typically run at 40–60% of peak winter pricing.

France — French Riviera

• Cap d’Antibes (July–August peak): €60,000–€150,000 per week
• Saint-Tropez (peak): €40,000–€120,000 per week
• Saint-Jean-Cap-Ferrat (peak): €50,000–€180,000 per week
• Èze / Cap Martin (peak): €30,000–€80,000 per week

French Riviera villa rates have increased 35–45% since 2021 in the premium segment. Saudi Arabian and Emirati buyer demand has been the primary driver of this repricing.

United Kingdom

The UK’s private estate rental market — serving London, the Cotswolds, Scotland, and the Home Counties — operates at different price points but delivers equivalent privacy:

• Cotswolds manor estate (per week): £15,000–£80,000
• Scottish Highland lodge (per week): £10,000–£45,000
• Surrey estate near London (per week): £25,000–£100,000

UK estate rentals attract significant Saudi, UAE, and Qatari demand during summer months and key calendar events (Royal Ascot, Wimbledon, Glorious Goodwood).

United Arab Emirates

• Palm Jumeirah villa (per week): AED 60,000–200,000
• Emirates Hills estate (per week): AED 80,000–250,000
• Jumeirah Golf Estates (per week): AED 50,000–150,000

Dubai’s luxury villa rental market has seen the most rapid growth of any global market — demand up 60% since 2021 — driven by international wealth migration and tourism from Saudi Arabia, Qatar, the UK, and Europe.

Market Outlook

Across all major markets, luxury villa rental rates are forecast to increase 10–15% annually through 2027. Supply constraints are permanent features of the best locations. Demand from emerging wealth markets — particularly Gulf state second-generation wealth clients — is structural, not cyclical.

Wealth clients who have not yet established relationships with preferred luxury villa properties in their target markets should act without delay.

There is a quiet restructuring underway in how the world’s most affluent individuals spend their time, locate their families, and build their lives. It is being driven by private villa real estate — not merely as accommodation, but as lifestyle infrastructure that is reshaping the geography of wealth.

From Hotels to Estates: A Permanent Shift

The transition from luxury hotel travel to private villa travel among wealth clients is not a trend. It is a permanent structural shift that has been building since 2015 and accelerated dramatically during the 2020–2022 period, when privacy, space, and control became non-negotiable for clients who had previously tolerated luxury hotel environments.

The data supports this: luxury hotel occupancy among UHNWI clients has declined materially even as hotel brands have invested billions in suite quality. The issue is not product quality — it is category. Private villas have redefined what wealth clients consider acceptable.

Lifestyle Architecture: The New Framework

Wealth clients from the UK, UAE, Switzerland, Germany, France, Saudi Arabia, and Qatar are increasingly approaching their lives as what consultants now call “lifestyle architecture” — the deliberate construction of a personal geography built around private villa assets, private jet access, and curated experience infrastructure.

A typical lifestyle architecture for a Gulf state principal might include: a primary residence in Dubai (private villa or penthouse), a winter seasonal chalet in Verbier or Gstaad, a summer estate on the French Riviera or in Sardinia, and a UK country house for education-calendar proximity. Private jet access — via owned aircraft or fractional operators like NetJets or VistaJet — connects these nodes into a seamless personal geography.

The Real Estate Layer

What began as luxury travel — renting private villas for seasonal use — frequently converts into luxury real estate acquisition. Wealth clients who rent a Verbier chalet for three seasons often purchase one. French Riviera renters at the €80,000-per-week level are regularly converted to buyer conversations by luxury real estate agents who understand that rental is a discovery mechanism for acquisition.

This pipeline from luxury villa rental to luxury real estate purchase is the engine of the private villa economy — and it operates across all Tier-1 markets.

The Role of Private Jet Travel

Private jet travel is not a luxury accessory to the private villa lifestyle — it is the infrastructure that makes the lifestyle viable. A principal managing private villa assets in Switzerland, France, and the UAE while maintaining business operations in London and Riyadh is only functional with private jet access. The economics of fractional ownership — VistaJet’s programme starts at 25 flight hours — have made this accessible to a significantly broader cohort of wealth clients than outright aircraft ownership historically permitted.

Looking Forward

The private villa economy is growing in value, sophistication, and geographic scope. New luxury villa markets in Saudi Arabia’s Red Sea Project, Portugal’s Alentejo, and Montenegro’s Bay of Kotor are attracting wealth client attention. The next decade will see private villa living evolve from a preference of the ultra-rich to a standard expectation among a much wider wealth client population.

The question for today’s wealth client is not whether to engage with the private villa market — it is how to navigate it most strategically.