What Tuscany Now & More does

Tuscany Now & More is a UK-headquartered (London) boutique villa rental agency founded in 1990, now in its second generation of family management. It curates and exclusively lists approximately 130 hand-picked luxury villas across Italy — Tuscany, Umbria, Northern Italy (Venice/Verona), Rome, Amalfi Coast, and Portofino — each with a private swimming pool; none of these properties is bookable through competing platforms under exclusivity contracts. The company sells multi-week villa rentals directly through a website enquiry system, a UK phone line, and a US toll-free number, supported by in-house Villa Specialists.

The core platform is a website-based booking funnel with an integrated accessibility layer (EqualWeb widget, WCAG 2.2 Level AA compliant). Ancillary revenue comes from fee-based concierge and experience services — private chefs, maids, sommeliers, in-villa wine tastings, cultural guides, transportation, and childcare — bundled as add-ons or partner services (Taols for Florence-based luxury tours; Byway for flight-free travel). Pricing is property-specific unit pricing, with sample weekly rates of ~$23.5K–$39.4K plus cleaning, security deposit, tourist tax, and optional services.

Go-to-market is sales-led, primarily direct-to-consumer via phone/email/website enquiry, supplemented by SEO and a substantial content marketing footprint (300+ editorial travel guides, free brochures), plus organic social (Facebook, Instagram, YouTube) and email nurturing. Customer segments include affluent family/group travelers (primary), wedding celebrations, corporate groups, and couples. The business is bootstrapped, family-owned, and operates with 51–100 employees across London (HQ + trading), Barcelona (sales/marketing partner entity), and Florence (operational support via Taols). It has earned consecutive Condé Nast Traveller recognition (2016–2025), a 2025 Travel + Leisure World's Best ranking (2nd), and runs a 5% returning-client loyalty discount.

Name

Tuscany Now & More

Legal name

Tuscany Now and More® Ltd

Website

https://tuscanynowandmore.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Tuscany Now & More is a London-based, family-owned boutique rental agency (founded 1990) that exclusively lists ~130 luxury villas across Italy and books them directly via website, phone, and email. It serves affluent family, wedding, corporate, and couple travelers with bundled concierge and experience services.

Ownership category

akta.pro rank

Product category

Luxury Villa Rentals

NAICS

Other Traveler Accommodation (72119)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Luxury Villa Property Management & Concierge Services (THAMAEAJ)

akta.pro secondary industry

Culinary & Wine Travel Agencies (THAKAFAH)

Keywords

• Luxury villa rentals
• Italian villa bookings
• Vacation rental agency
• Travel concierge services
• Luxury accommodation Italy

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Villa Rental Fees: Weekly villa rental fees charged directly to guests for accommodation bookings. Pricing varies by property size, location, amenities, and season. Additional services (chef, maid, transport) are charged separately.
2. Concierge and Experience Services: Additional fee-based services including private chefs, maid service, sommelier, in-villa wine experiences, guided tours, transportation, and childcare arranged through the concierge team.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Tuscany Now & More is a boutique villa rental agency offering an exclusive portfolio of 130+ hand-picked luxury villas across Italy (Tuscany, Umbria, Northern Italy, Rome, Amalfi Coast, Portofino), each with a private swimming pool and bookable only through the company. The offering is bundled with a complimentary personal concierge service that arranges private chefs, maid service, in-villa wine experiences, guided tours, transportation, and curated Italy experiences such as food & wine tours, cultural excursions, and outdoor activities.

Product overview

Tuscany Now & More operates a villa rental marketplace featuring approximately 130 handpicked luxury villas across Italy's key destinations (Tuscany, Umbria, Northern Italy, Rome area, Amalfi Coast, Portofino), all with private pools. The core offering combines villa bookings with complimentary concierge services that arrange chef experiences, wine tastings, cultural tours, outdoor activities, and transport. The portfolio is organized into themed Villa Collections (Fully Staffed, Luxury, Sustainable, Wedding, Beach, Historic, Pet-Friendly, etc.) to serve different traveler segments. The company supplements its offering through partners including Taols (luxury travel planning) and Byway (flight-free travel), while providing curated Experiences (food & wine, culture, outdoor) and an extensive editorial Discover Italy travel guide with 300+ articles.

Differentiator

Problem solved

Functional benefit

Products and services

• Luxury Italian Villa Rentals

Quantifiable outcome

• 35+ years operating in Italian villa rentals with second-generation family management

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• BywayminorGTM or Marketing PartnerPartnership with Byway for 100% flight-free travel to Italy, offering sustainable overland travel options by train, bus, and ferry. Targeted at eco-conscious guests who prefer ground transportation to air travel. Byway coordinates customized flight-free journeys for villa guests.
• TaolscoreStrategic or Co-development PartnerTaols is a luxury travel team based in Florence, Italy, providing Swiss, Italian, and Venezuelan cultural expertise for exceptional Italian vacation experiences. They offer luxury tours, private transportation, and unique activities throughout Italy. Made up of Nadia (Swiss), Benedetta (Italian licensed tour guide), and Anna (Venezuelan).
• FeefominorOthersIndependent review collection platform collecting verified client comments about villa rentals and services. Reviews are displayed on both Tuscany Now & More and Feefo websites.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Oliver's Travels: Curated luxury villa rental platform covering Italy, France, Greece, and the Caribbean. Comparable in exclusive villa model and concierge add-ons, though broader geographically than TN&M.
• Scott Dunn: Luxury tour operator offering private villa holidays, typically with private chefs and concierge service, primarily in the Mediterranean. Comparable luxury traveler segment and villa-plus-experiences proposition.
• CV Villas: Long-established UK-headquartered villa rental agency with strong Italian inventory and a sales-led direct booking model. Highly comparable in target customer (affluent families/groups) and curated portfolio approach.
• The Thinking Traveller: UK-based specialist in luxury villa rentals across Italy, Sicily, Mallorca, and Greece. Direct peer with overlapping Italy-first inventory and a similarly exclusive villa portfolio plus concierge services.
• Wimco: US-headquartered luxury villa rental agency with a curated Italy/Tuscany portfolio and concierge services. Comparable in exclusive-villa positioning and affluent American customer segment served via toll-free booking (parallel to TN&M's US toll-free line).

Broad incumbents

• Belvilla: European vacation rental specialist with significant Italian villa supply under the OYO umbrella. Competes in the same Italian villa category, typically at lower price points but with overlapping family/group demand.
• Abercrombie & Kent: Global luxury travel company offering villa rentals, private tours, and bespoke experiences across Italy and worldwide. Overlaps in affluent Italy-bound customers and concierge-style service, but operates at much broader scale across many destinations.
• Vrbo (Expedia Group): Major vacation rental platform with extensive Italian villa inventory and a luxury tier. Competes for the same affluent family/group travelers through broader marketplace distribution rather than exclusive curation.
• Airbnb Luxe: Airbnb's luxury tier offering vetted high-end villas with trip designer support globally, including significant Italy supply. Comparable in villa accommodation and concierge service, but operates as a global platform rather than a curated specialist.

Regional players

• Couture Travel: UK-based bespoke luxury travel agency offering Italy villa bookings among broader Mediterranean and global itineraries. Comparable in sales-led UK customer base and concierge-style service, though broader portfolio and non-exclusivity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCl_vTLjJxMSaMzl5DLg8zCw/videos?view_as=subscriber
• Facebookfacebook.com/tuscanynowandmore
• Instagraminstagram.com/tuscanynowandmore
• Xx.com/TuscanyNM

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tuscany Now & More