James Villas has been relaunched, two years after owner Awaze closed the brand.
The revived brand relaunches today (15 December) initially as a direct-sell operation, although a spokesperson said it’s ‘goal’ is to sell through the trade in the future.
Awaze said: “Heightened consumer demand for cross-generational holidays has prompted this return, with James Villas filling a gap in distinct villa holiday expertise.”
The revived James Villas has a portfolio of 5,500 properties, offering ‘family escapes to luxury signature villas in core Mediterranean destinations including Spain, France, Italy, Croatia and Greece’.
The relaunch will be supported by a £2million multi-channel marketing campaign, starting on 26 December, featuring the strapline: ‘There’s a villa with your name on it at James Villas’.
Awaze said the revised brand will have ‘a renewed focus on quality-checked, premium villa accommodation’ and ‘a seamless booking experience’.
“As part of its commitment to customer service, James Villas will offer a hassle-free booking experience with multiple payment options, a dedicated 24/7 customer support team, including a dedicated customer phone line and virtual chat,” it said.
The James Villas website went live at 10am. A spokesperson told Travel Gossip: “Sales will be predominantly through this medium, with the goal of working with travel agents in the future.”
James Villas was founded in 1984 in Maidstone, Kent by James and Shelagh Needham, and was originally known as James Villas Holidays. It was acquired by Awaze in 2018 and was closed in October 2023.
At the time, Awaze said it was closing the brand to focus ‘on future growth of its core portfolio’.
It now says James Villas has ‘been revitalised to meet the surging demand from UK holidaymakers for a specialist, trusted villa brand, building on its 40 years legacy’.
Awaze Chief Executive Matthew Price said: “This is a comeback built on 40 years of expertise in creating holidays for families, underpinned by one of the largest vacation rental groups in Europe.
“Every element of the new James Villas brand – from the hand-picking of properties to our dedicated customer support is focused on delivering quality-assured accommodation and hassle-free booking, helping customers create holiday memories to remember.”
The Awaze portfolio also includes Hoseasons, Cottages.com and Novasol.
