SimonEscapes is the new venture from moneysupermarket.com and travelsupermarket.com founder Simon Nixon. This is Nixon’s second launch this year, having already launched the travel planning site SimonSeeks.
SimonEscapes is launching with two (soon to be three) upmarket rental properties based in the UK, in The Cotswolds, Cornwall and North Wales. The rental rate during peak periods is £6,000 per week.
Nixon is investing huge sums in buying and renovating the properties, but this is all about the long-term and not short-term profits. Even at £6,000 a week, Nixon’s returns will be small on these multi-million pound properties, but Nixon knows that long-term the capital appreciation should ensure that SimonEscapes is a safe bet.
The site is very simple and looks like every other upmarket accommodation site (why do they always look the same?) with a lot of Grand Design-style images showing off the quality finishes. It’s a shame that there are no translated versions available. It wouldn’t be a huge financial risk to offer versions in other languages, but it’s in line with the way UK accommodation websites run (nobody’s going to bother speaking your language when you’re here, so why should we start now?) I would also expect to see floor plans if I was going to pay £6,000 for a week’s rental.
It’s interesting that Nixon has kept the Simon name for this company as there’s really no crossover between SimonEscapes and SimonSeeks. Nixon may be looking to launch more Simon-based travel projects or simply feels that by keeping a high personal profile it will help the company. Otherwise, I can see little benefit in having a luxury brand that sounds like a Nursery World headline. I’d be the first to admit that Simon isn’t the classiest moniker! It’s also interesting that all rentals run from Friday to Friday. Is Friday the new Saturday?
There isn’t a huge amount of competition out there for SimonEscapes; there are plenty of upmarket UK holiday rentals, but few companies offering a branded selection. Despite the growth in the “staycation”, the challenge for Nixon is the horribly short UK season, as the off-peak rates are fairly bullish. I can imagine there is sufficient demand for £6,000 rentals in peak periods but how many people will pay £4,000 for a wet week in Wales in November when luxury in the sun is available at a similar price?
