Travellers with an appetite for deluxe holiday homes will no doubt be familiar with Luxico; an exclusive holiday rental company offering the largest portfolio of prestige homes. Aside from an appreciation for architectural design and enviable locations, we discover what separates Luxico from other players.

Produced in partnership with Luxico

Across the world, globetrotters, jet-setters and even short-stay weekenders are opting for a ‘home away from home’ experience. Whether it’s for the additional space, cooking facilities, cost-efficiencies (especially for larger groups), or for ‘living the dream’ in a highly coveted abode, holiday rentals are here to stay. But what if one could combine the privacy of a holiday rental with the service associated with a 5-star hotel? Enter Luxico – Australia’s first ‘home hotel’. 

Sitting down with Luxico’s co-Founder and managing director, Alexandra Ormerod, we uncover how ‘necessity’ led to Luxico’s launch. “After starting a family, my husband and I (who are frequent travellers) quickly realised conventional hotels would not be suitable for our growing needs,” Alexandra explains. “Any parent who has tried to squeeze a portacot into a hotel ensuite or sat in the dark watching television on mute to avoid disturbing a sleeping baby will relate. Serviced apartments and holiday rentals which offer more space are less common in most urban destinations, plus there is a distinct lack of service and local expertise.”

After relocating from Melbourne to the Mornington Peninsula, while renting their own home on a short stay basis, Alexandra and her husband Tom realised there was a niche for designer accommodation in the city. But, more importantly, Alexandra says, “There was a market not only for holiday rentals but for those with a service-oriented model.”

Combining Alexandra’s professional marketing and advertising background with Tom’s corporate property and real estate experience, the ‘home hotel’ idea was born. Alexandra says Luxico is as much about the homeowner as it is the holidaymaker. “We return the highest yields for our clients by promoting their homes through the most exclusive trade and travel networks as well as via celebrity managers,” she says. Alexandra is quick to add the brand’s philosophy is hospitality-driven, ‘luxury without the snobbery’ – approachable and sincere. 

The depth and breadth of properties available include everything from intimate city abodes to generous estates complete with helipads. Square footage aside, all homes are exceptionally designed, with a portfolio consisting of award-winning Doherty Design Studio (Melbourne Palm Springs) and Beatrix Rowe (Malvern Resort).

A stringent guest vetting process ensures homes are well-cared for while rented. “Luxico takes a hands-on approach for both the guest and the homeowner. A concierge personally attends each home before and after each stay to provision five-star amenities, facilitate guest requests, as well as to conduct a photographic inspection report after every stay, with up to 400 photos of the home,” Alexandra says.

Alexandra acknowledges service is key. The trademarked ‘home hotel’ concept extends beyond the ‘usual inclusions’ such as premium linens, towels, and gourmet welcome hampers. Luxico’s five-star service offers housekeeping and a 24/7 concierge team, on hand to assist with everything from grocery deliveries, restaurant bookings, local insider tips, catering, additional cleaning to airport transfers. ‘Ultravillas’, Luxico’s preeminent category, presents upgrade inclusions including daily housekeeping, a private butler, a fully provisioned fridge, and even a sommelier honesty bar.

Alexandra reveals while families make up the majority of guests, “A quarter of our bookings are via our ‘Stay Longer’ product, tailored to guests who are renovating, for corporate relocations or even for film production cast and crew seeking flexible terms on high-quality accommodation for stays of up to 12 months,” she says.

Alexandra says they’ve witnessed significant increases in listing enquiries from multiple locations across Australia. “Homeowners are seeking better returns and a higher level of care for their investment properties,” she says. “Those who rent their primary residence have started to travel again and prefer not to self-host on platforms such as Airbnb.”

Luxico has plans for expansion across new locations, including the Great Ocean Road and Daylesford in Victoria, Noosa on the Sunshine Coast, and Perth and Margaret River in Western Australia. “We’re also launching world-first search functionality which will allow guests to explore our homes with more flexible parameters,” she says. “Luxico’s focus is to provide guests and homeowners with effortless booking functionality and access to exclusive experiences and services,” Alexandra explains.