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| James Villas brand will shut down and 40 jobs are in jeopardy |
In a notable turn of events, Awaze, a prominent player in the European vacation industry, has recently taken a substantial strategic step by discontinuing its operations under the James Villas brand, effective as of October 30. This decision has raised questions about potential job implications for around 40 employees. While Awaze is actively involved in a staff consultation process to explore alternative opportunities within its broader group, a separate consultation is underway to assess the potential closure of James Villas' offices in Maidstone, Kent. Importantly, this decision is driven by James Villas' distinctive business model rather than current market conditions.
James Villas operates on a unique guaranteed product system, requiring upfront payments from customers, unlike the commission-based model used by other Awaze brands. This strategic move aligns with Awaze's vision for the future growth of its core portfolio, including brands like Hoseasons and Cottages.com. Additionally, the company is in the process of launching a unified sales platform for its European product range.
Awaze has made it explicitly clear that, at this time, the sale of the James Villas brand is not being considered. Henrik Kjelberg, Awaze's Chief Executive, stressed the company's stance, stating, "At Awaze, our focus is on selling holiday homes that we manage exclusively on behalf of our owners. With our integration plans well underway for a common platform covering our entire European inventory, we have decided to discontinue James Villas due to its reliance on a guaranteed inventory model."
Kjelberg further clarified, "James Villas' core inventory represents less than 1% of our total supply. We are committed to minimizing the impact on our employees, suppliers, and customers. Our commitment remains unwavering in expanding our supply base through a flexible and successful marketplace model."
For current James Villas customers, the company is proactively addressing their bookings with the brand. Importantly, customers with bookings scheduled to return on or before November 30 will not be affected by the closure, and their vacations will proceed as planned. Customers with bookings canceled after this date will receive a full refund and have the option to book another property within the extensive portfolio of the Awaze Group.
In addition to customer outreach, villa owners affected by this decision are also being contacted. It's essential to note that the closure of James Villas will not impact staff and clients at other Awaze brands. In total, Awaze's portfolio of brands offers over 100,000 properties across the UK and Europe, highlighting the company's unwavering commitment to growth and flexibility in the vacation rental market.
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