Behind the Scenes with Alexandra Ormerod, Co-Founder of Luxico: What Mothers Really Want from Private Holiday Accommodation

When it comes to luxury travel, especially for families, the landscape is evolving — and no one knows this better than Alexandra Ormerod, co-founder of Luxico, Australia’s premier luxury villa rental company. Alexandra offers an exclusive peek into how Australia’s top 1% of travelers book their private holiday homes — from their unique requests to what ‘standard’ means when budget is no object.

As Luxico quietly launches its most exclusive members-only program ahead of the new BINGE series Billion Dollar Playground, Alexandra shares what modern mothers are truly looking for when booking a private getaway.

Luxury Private Stays: A Family Affair

Alexandra reveals that families — especially young families and multi-generational groups — are at the heart of Luxico’s business. “Tom and I actually started the business after struggling to find high-quality self-contained accommodation when our children were very young.”

Today, she’s noticed a clear shift: “Over the past few years, we’ve seen a noticeable trend of young families gravitating towards luxury private accommodations rather than traditional hotels or resorts. Families are increasingly seeking out unique, spacious, and tailored experiences that private accommodations can offer. These days, we’re seeing more and more Multi-gen groups with grandparents holidaying with kids and grandkids as a means of fostering stronger family connections (and, I suspect, free babysitting to give new parents a bit of a break!!).”

Why Choose Private Over Resort?

The advantages of private homes go beyond luxury. Alexandra notes, “Private accommodations offer a level of personalisation and exclusivity that resorts simply cannot match. Families enjoy having an entire property to themselves, complete with private pools, gardens, and living spaces. This privacy allows parents to relax without worrying about other guests, and children can play freely in a safe, contained environment.”

She continues, “Villas provide the opportunity to tailor every aspect of the stay, from customised meal plans to bespoke activities. Unlike resorts, where families must adhere to fixed schedules and shared amenities, private homes offer flexibility, whether it’s dining at their preferred time or enjoying uninterrupted family time by the pool. Additionally, Luxico homes come with concierge services that cater to individual needs, offering everything from grocery stocking to arranging private chefs and babysitting.”

What Do Mothers Ask For?

Mothers want convenience and comfort, and Alexandra says their concierge requests reflect this:

“Mothers often request services that create convenience and enhance the overall experience for their families. Some of the most common requests we see include:

• Grocery provisioning: Stocking the fridge and pantry with family favourites before arrival.
• Babysitting services: Reliable and professional babysitters to allow parents some time to relax or enjoy a night out.
• Private chefs or in-home dining: Tailored meals that cater to dietary requirements and preferences, reducing the stress of meal planning.
• Activity coordination: Booking family-friendly experiences such as private beach days, wildlife encounters, or cultural tours.
• Children’s equipment hire: Essentials like cots, high chairs, and strollers to make travelling with young children hassle-free.”

“These services allow mothers to focus on enjoying their holiday while ensuring that their family’s needs are fully met,” she adds.

Must-Have Private Holiday Accommodation Features for Families with Young Kids

Safety and comfort top the list. Alexandra highlights essential amenities:

“Mothers with young children prioritise features that make their stay comfortable, safe, and enjoyable. Key amenities include:

• Safety features: Secure fencing around pools, stair gates, and childproofed spaces.
• Family-friendly spaces: Large living areas, outdoor play areas, and kid-friendly entertainment options like games, books, and streaming services.
• Convenience: Fully equipped kitchens, laundry facilities, and proximity to family-friendly attractions.
• Comfort: High-quality bedding, blackout curtains for naps, and climate-controlled rooms.
• Extras for kids: Toys, board games, and even dedicated playrooms or kid-friendly zones.”

“These features ensure that the property is not only luxurious but also practical for families travelling with young children,” she says.

The Future of Private Accommodation

Is this trend here to stay? Alexandra is confident it is: “Private holiday accommodation is not just a passing phase—it’s here to stay. As more families experience the benefits of private stays, their expectations for travel are shifting. This trend will undoubtedly reshape the accommodation landscape, forcing resorts to rethink their offerings to compete with the personalised and exclusive experiences that private homes provide.”

She envisions resorts adopting hybrid models with standalone villas and tailored services but stresses, “We may see resorts adopting hybrid models, offering standalone villas with private amenities and more tailored services to meet the growing demand. However, the traditional resort space will likely remain relevant for travellers seeking social environments and all-inclusive packages. The key difference is that holiday homes will continue to dominate the market for families and travellers who value privacy, flexibility, and bespoke experiences.”