Jamaica is steadily carving out a niche for itself in the luxury villa segment of the travel and tourism sector as some booking services have attested.

Just last year, Minister of Tourism Edmund Bartlett revealed that with the influx of tourists received into the island due to the rebound in travel and tourism activities, at least 23 per cent came from short-term rental of private properties.

Exceptional Villas is one such booking service that has witnessed this uptick in luxury villa demand, with general manager Linda Browne sharing that bookings in 2023 were 20 per cent more than in 2019, pre-COVID.

Here in Jamaica, the company manages properties in Montego Bay, Discovery Bay, Ocho Rios, and Runaway Bay.

Browne told Our Today that the average stay for visitors at the properties is seven nights and guests spend approximately US$15,000 per week.

When asked what offerings Exceptional Villas has for guests, she noted, “We offer complimentary concierge service at all of our villas and our team knows the properties first-hand as they have personally been to see them and stayed at many. We book our villas via Jamaica Villas… a wonderful local partner that provides excellent service.”

“Our concierge looks after every aspect of their booking and can pre-book services such as airport transfers, VIP fast-track, drivers, excursions, etc,” she continued.

Exceptional Villas does not offer packaged bookings to its guests, but rather “tailored” experiences based on what guests want. In addition, the company partners with local suppliers like Tryall Round Hill and Half Moon Resort to facilitate the use of their golf courses.

“We use Chukka for some excursions,” Browne shared, adding, “We make some suggestions and recommendations of things to do and see and they decide what they would like to book.”

When compared with other Caribbean destinations Jamaica ranked sixth in terms of reservations, sitting behind Barbados, Turks and Caicos Islands, St Martin, St Barts, and the Cayman Islands. It however had more bookings than The Bahamas and Dominican Republic.

For Villas of Distinction, though, Jamaica had the second-highest bookings of luxury villas for 2023, behind Italy. The country also beat Turks & Caicos, St Martin and the Dominican Republic in terms of reservation numbers.

“The tourism sector, a cornerstone of Jamaica’s economy, will drive demand for new hotels, resorts, and vacation rentals”

Dean Jones, jamaica-homes.com

Its most reserved property domestically was Tranquility of the Beach, located in Montego Bay.

“This fully staffed villa including a butler, chef, housekeeper, two gardeners and a laundress, has seven bedrooms and sleeps up to 14 guests. In addition to the magnificent indoor waterfall garden as guests enter and the romantic waterfront gazebo, the staff is truly what makes this vacation experience extra special,” the company outlined in a release.

Villas of Distinction manages high-end properties in Discovery Bay, Ocho Rios and Runaway Bay in St Ann; and Montego Bay, St James.

“Jamaica is repeatedly hailed as one of the Caribbean’s most popular villa destinations – and for good reason. Our world-class villas in Jamaica encompass the very best of the island. With villas ranging from one-bedroom suites on the beach to sprawling 14-bedroom estates, we have it all. Almost all of our villas are fully staffed, including chefs or cooks, butlers, housekeepers, and more – ensuring a stress-free getaway where you can truly sit back and relax,” the company states on its website.

Owning a piece of The Rock

Beyond rentals, luxury real estate ownership is also on the rise, as witnessed by Taff Stevenson, managing partner of The Agency Jamaica, which opened its office doors in Jamaica in February this year.

“The Agency has witnessed an increase in demand for both luxury rentals and real estate ownership in Jamaica. This demand is driven by numerous factors, including the country’s growing popularity as a travel destination, the current construction boom on the North Coast, and the ease of securing financing for local and international buyers,” Stephenson informed Our Today.

While acknowledging that demand is mainly registered among expats and people in the Diaspora, he explained that these groups often seek luxurious accommodations, investment opportunities, or second homes in Jamaica.

CEO Mauricio Umansky admitted that this growing demand for luxury property was what influenced The Agency’s decision to operate in Jamaica.

He pointed out further that Jamaica has distinguished itself for having “incomparable island properties that attract affluent individuals in pursuit of its quintessential island lifestyle”. As such, entering Jamaica presented a compelling opportunity for The Agency to strengthen its footprint in the Caribbean market.

Commenting on the value proposition of The Agency, Umancy said the company prides itself on its “Expertise in luxury real estate, personalised white-glove service, and access to a true global network of ultra-high net worth clients. We seek to serve as valuable advisors to our clients seeking premium properties, exclusive amenities, and exceptional service.”

Like Umacy, Dean Jones of Jamaica-Homes.com is convinced that the country is poised for further growth in luxury rentals as the real estate market matures. In a recent blog post on his website, he pointed out that the growing tourism sector, which continues to benefit from strategic investments, is a key driver of real estate development.

“The tourism sector, a cornerstone of Jamaica’s economy, will drive demand for new hotels, resorts, and vacation rentals. The expansion of eco-tourism and adventure tourism will further diversify the real estate market, creating opportunities for niche developments,” he wrote.

Just last year, Bluefield Bay Villas added four suites to its collection of six private villas overlooking the beach in Westmoreland for high-end travellers.