Solmar Villas

What Solmar Villas does

Solmar Villas is a UK-based villa holiday specialist, founded in 1994 and registered as Solmar Villas Ltd in England and Wales, operating as one of 11 independent specialist companies within the DERTOUR UK Group. The company curates a portfolio of handpicked private-pool villas across more than 40 destinations in Southern and Eastern Europe (Spain including the Balearic and Canary Islands, Croatia, Cyprus, Greece, Italy, Malta and Gozo, Portugal, Turkey) and the USA (Florida), and sells both villa-only stays and ATOL-protected package holidays combining accommodation with flights and car hire.

The product surface extends beyond the core villa booking to include car hire, private airport transfers, holiday extras (insurance, lounges, airport parking) delivered through a Holiday Extras referral partnership, and a white-label Florida attractions platform (attractions.solmarvillas.com) via Attraction World. Distribution is primarily direct-to-consumer through solmarvillas.com, a free iOS and Android in-resort companion app, and a telephone sales team (0808 1899 540), supplemented by travel-agent bookings. The technology stack is composed of off-the-shelf third-party tools — Google Analytics, Hotjar, Bing Ads, Salesforce Marketing Cloud and LiveChat — with no proprietary booking or AI platform disclosed. Sub-brands include Luxe Collection, Leisure Resorts and the Solmar Rewards loyalty programme.

Solmar Villas monetises through transaction fees on villa rentals (as principal or agent), the aggregate package price for ATOL-protected villa-and-flight bookings, and commissions or referrals on ancillary services. Pricing is per villa per week (from £440 in Spain to £816 in Croatia), with no under-occupancy surcharges, low deposits and pay-monthly instalments, and statutory protection delivered via ATOL licence 10334 and ABTA membership W1485. End customers are UK individual holidaymakers — families, couples and groups — booking self-catered villa holidays through consumer channels, with the company employing 51–100 staff across its Burton on Trent registered offices.

Name

Solmar Villas

Legal name

Solmar Villas Ltd

Website

https://solmarvillas.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Solmar Villas is a UK-based travel agency specialising in handpicked villa holidays with private pools across 40-plus European and Florida destinations, selling ATOL-protected accommodation and package holidays to UK families, couples and groups since 1994.

Ownership category

akta.pro rank

Product category

Villa Holiday Services

NAICS

Other Traveler Accommodation (72119), Accommodation (721)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Luxury Villas & Residences Resorts (THAGACAM)

akta.pro secondary industries

Luxury Villa Property Management & Concierge Services (THAMAEAJ), Resort & Branded Residence Vacation Rental Management (BPAJAIAE)

Keywords

• Villa holiday booking
• Villa rental services
• Package holidays
• Villa accommodation
• Travel agency services

Headquarters

HQ city

Weston Upon Trent

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Villa rental bookings: Solmar Villas acts as principal or agent for villa accommodation bookings, earning commissions on villa rentals. The rental rates are per villa per week with no under-occupancy surcharges. The company sources villas from private villa owners, destination handling agents, and management companies.
2. Package holidays (villas with flights and car hire): The company offers villa and flight packages to make holidays hassle-free. These package holidays are fully protected under ATOL (number 10334) and are governed by the Package Travel and Linked Travel Arrangements Regulations 2018. Revenue is generated from the aggregate price of accommodation plus transport components.
3. Holiday extras and add-ons: Additional revenue streams include pool heating charges, car hire arrangements, private airport transfers, attraction tickets booked via Attraction World, and other extras such as cot/highchair hire, welcome food packs, and portable air conditioning units. Some services are fulfilled through third-party partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Solmar Villas is a UK-based villa holiday specialist that curates and books private-pool villa accommodations across over 40 European destinations (Spain, Greece, Portugal, Cyprus, Croatia, Italy, Turkey, Malta/Gozo) and Florida. The company offers villa-only bookings as well as ATOL-protected package holidays combining villas with flights and car hire, supplemented by private airport transfers, Florida attraction tickets, and a free mobile companion app. Founded in 1994, the company operates as one of 11 specialist companies within the DERTOUR UK Group.

Product overview

Solmar Villas operates as a villa holiday specialist offering handpicked private pool villas across over 40 European destinations (Spain, Greece, Portugal, Cyprus, Croatia, Italy, Turkey, Malta/Gozo) and Florida, USA. The core offering comprises villa-only holidays and ATOL-protected package holidays combining villas with flights and car hire. Additional services include private airport transfers, Florida attractions booked via Attraction World, and a free mobile companion app. The company forms part of the DERTOUR UK Group and holds over 30 years of experience with ABTA and ATOL financial protection.

Differentiator

Problem solved

Functional benefit

Brands

• Luxe Collection: A collection of luxury villas for premium holiday experiences.
• Leisure Resorts
• Solmar Rewards

Products and services

• Villa Holidays Handpicked private-pool villa accommodation bookings across European destinations (Spain, Greece, Portugal, Cyprus, Croatia, Italy, Turkey, Malta/Gozo) and Florida, available as villa-only rentals on a weekly basis for individual consumers, families, couples, and groups.
• Villa and Flight Packages Package holidays bundling private-pool villa accommodation with return flights, fully protected under ATOL (number 10334), designed for UK consumers wanting a hassle-free single-purchase villa holiday experience.
• Car Hire Vehicle rental arrangements for airport collection and return, offered as a standalone booking or bundled with villa and flight packages for UK holidaymakers travelling to European and Florida destinations.
• Private Airport Transfers Direct private taxi or minibus transfers from the destination airport to the booked villa, arranged through the Solmar Villas sales team for individual villa holiday bookings.
• Holiday Extras Bundle of travel ancillary services (airport parking, airport hotels, travel insurance, fast track security, and airport lounges) offered to villa holiday customers via a referral partnership with Holiday Extras.
• Florida Attractions Theme park tickets, attractions, and tours for Florida destinations including Orlando, Miami, and the broader Florida region, sold via a white-label Attraction World platform to Solmar Villas Florida customers.
• Solmar Villas Mobile App Free mobile companion app for iOS and Android offering booked guests villa details, arrival information, in-resort guidance, weather updates, and holiday document management during their villa holiday.

Quantifiable outcome

• 4.8-star rating on Feefo from over 4,000 reviews
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• DERTOUR UK GroupcoreStrategic or Co-development PartnerSolmar Villas is one of 11 specialist companies operating independently within the DERTOUR UK Group. DERTOUR Group is a major European travel group. Solmar Villas adheres to the DERTOUR Supplier Code of Conduct (SCoC) and uses the group's compliance reporting channel. The senior management team operates under DERTOUR UK Group ethical behaviour guidelines.
• FeefominorGTM or Marketing PartnerFeefo is the third-party review platform used by Solmar Villas to collect and display verified customer reviews. The company displays its Feefo rating (4.8/5 from over 4,000 reviews) across the website and sends post-holiday review requests via Feefo to guests.
• Holiday ExtrasminorGTM or Marketing PartnerHoliday Extras provides a range of travel services including airport parking, hotels, travel insurance, fast track, lounges, and car hire. Solmar Villas refers customers to Holiday Extras via a dedicated booking hub on its website. Customers are redirected to holidayextras.com for these services.
• Attraction WorldminorGTM or Marketing PartnerAttraction World provides attraction tickets and excursions for Florida destinations (Orlando, Miami). Solmar Villas operates a white-label booking platform (attractions.solmarvillas.com) powered by Attraction World, offering Disney, Universal, Kennedy Space Center, and other Florida attractions.
• Villa Owners (Private)coreStrategic or Co-development PartnerSolmar Villas works with numerous private villa owners who list their properties on the platform. The company has exclusive arrangements with many villas or access to live availability. Villa owners must comply with DERTOUR Supplier Code of Conduct and local regulations. Some villas are exclusive to Solmar Villas.
• DERTOUR Group Supplier Code of Conduct PartnerscoreStrategic or Co-development PartnerSupply chain partners including accommodation providers, transport and travel operators (airlines, car rental), destination services providers, cleaning and maintenance contractors, technology/software providers, and uniform/merchandise suppliers are required to comply with the DERTOUR Supplier Code of Conduct, which enforces anti-slavery, human rights protections, and child protection standards.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Villa Plus: UK-based villa holiday specialist offering villa-only and villa-with-flight packages primarily in Spain, Greece, Portugal, and Cyprus. Closely comparable in product offering, ATOL-protected packages, and UK consumer target market.
• Simpson Travel: UK specialist offering villa holidays and boutique hotels across Mediterranean destinations. Comparable in curated portfolio, UK consumer base, and specialist positioning; competes head-to-head in Spain, Greece, and Portugal.
• Vintage Travel: UK villa holiday specialist focused on quality private villas across the Mediterranean. Direct competitor with similar curated model, ABTA membership, and UK family/couples customer segment.
• CV Villas: UK villa holiday specialist with a curated portfolio of private villas across the Mediterranean and beyond. Direct peer competing for the same UK family and couples villa-holiday segment with similar ABTA/ATOL protection and curated supply model.
• James Villas: One of the UK's most established villa holiday specialists, offering handpicked private-pool villas across the Mediterranean. Direct competitor with very similar product, customer base (UK consumers), and value proposition (curated villa portfolios with private pools).

Broad incumbents

• Booking.com: Global online travel agency offering hotels and vacation rentals, including private villas in all of Solmar's core destinations. Competes directly for UK outbound travellers, with vastly larger scale and marketing reach.
• TUI UK: One of the UK's largest tour operators offering package holidays including villa-style accommodation (TUI Villas, TUI BLUE) in Mediterranean destinations. Broad incumbent competing for the same UK family holiday customer with package-inclusive ATOL-protected offerings.
• Vrbo: Major vacation rental platform (part of Expedia Group) with a large portfolio of villas in Mediterranean and Florida destinations. Competes for the same UK family villa holiday customer, but as an open platform rather than a specialist agency.
• Airbnb: Global platform enabling short-term villa and home rentals. Overlaps substantially with Solmar's villa product offering in Spain, Greece, Portugal, and Florida, but operates as an open marketplace rather than a curated specialist with ABTA/ATOL protection.
• Abercrombie & Kent: Global luxury travel company offering private villa holidays and tailor-made itineraries for affluent travellers. Comparable in the premium villa portion of the market with similar concierge-led service and curated supply, but operates at much higher price points and wider geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SolmarVillas
• Instagraminstagram.com/solmarvillas
• TikToktiktok.com/@solmarvillas?lang=en
• Xx.com/SolmarVillasUK
• LinkedInlinkedin.com/company/solmar-villas

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Solmar Villas