FLEXIBILITY FIRST

A high proportion of tenants renting super prime properties identify themselves as business owners – which brings a sense of flexibility in where they base themselves and when.

Digital working means that they often don’t need to commute to an office – but they do still like to have the option to host clients, so new-build schemes with dedicated meeting spaces or houses where they can separate their work life from their personal tend to be preferred.

Those working in an industry which has traditionally busier periods may base themselves in a key global city for a couple of months in order to access straightforward international business travel. For example, tenants with European work interests will often have a London base to use as a lily pad to head in and out of the continent, before taking a Mediterranean villa rental for a longer-term break over the summer months with family.

TAKING IN THE SEASONS

Increasingly we are seeing people base their rental decisions around where they want to spend each season. For some, this means taking a chalet in Verbier over the winter while others will opt to head to the sunshine in the Caribbean.

Later in the year, London rates highly among those wanting to enjoy the social and sporting calendar from the spring into early summer – from the Chelsea Flower Show and opera at Glyndebourne to Henley Royal Regatta, races at Ascot and tennis at Wimbledon.

From London, they will often make their way to the Riviera for its comprehensive offering of major sporting events, alongside festivals in local towns and villages – whether that’s Cannes for the film festival or Menton for the lemons. Come the autumn, it’s often back to the UK capital for an opportunity to re-connect and socialise with friends and family after the summer break. And for those seasonal renters who hail from warmer climes, the autumnal weather and beauty of the Royal Parks can be a real plus. 

A LIFESTYLE CHOICE

Renting a home to use at different points through the year comes with its benefits; chiefly a chance to live and breathe a local area if considering a purchase. For others, it’s a choice rooted in health and lifestyle requirements – a period to take some downtime and utilise amenities and facilities on offer such as a private chef, concierge and personal trainer. Whatever the primary drivers for taking a long-term rental to use seasonally or a seasonal rental – it’s clear that this emerging tenant profile is on the rise.

Further information

Contact Isabella Birch Reynardson or Anne-Marie Olmo