This Is Local London: advertising feature

According to a fresh report from villa holiday specialist CV Travel, high-class tourists are increasingly seeking tailored experiences which represent value for money.

Research collected from a range of sources by CV, who sell luxury villa holidays in Ibiza, Dubai and Thailand to name just a few destinations, suggests that holidays of the future - especially villa holidays - will be of "austerity chic" instead of "bling fling".

The Villa Market 2009/2010 report concluded that consumers will choose holidays based on the perceived value of the product rather than on the actual price.

That value will not come through fixtures and fittings such as Wi-fi, air-conditioning, iPod docking stations or satellite TV - once considered the embellishments that differentiated a luxury holiday from the mainstream.

Customers now expect these additions to be included as standard, said the report, and are instead looking for the differentiator to come through bespoke experiences such as horse-riding holidays in Ibiza, classic car holidays in Italy or cookery holidays in the south of France which offer them a more "fulfilling travel experience".

Concierge services able to arrange elements such as in-villa chefs, babysitters, drivers, golf, restaurant reservations and spa treatments, are also going to be increasingly important for villa guests from 2010 onwards.

CV Travel managing director Debbie Marshall said: "The villa hoiliday market has grown but become very fragmented. The biggest challenge has been the growth of villas available via the internet and promoting that what CV represents are the benefits and security of booking through an established tour operator.