Unlocking Better Stays

In this series, we feature insights from vacation rental property managers on their real-world strategies, biggest lessons, and the vision that drives their business forward. To kick things off, we reached out to Toni Hrelja, co-owner of Villsy, a boutique agency specializing in hand-picked luxury villas across Croatia.

My journey into the short-term rental business began in 2007, when my family started to build  villas with pools in Istria. At that time, there were only a few such villas in Croatia — it was a new and exciting concept. In the beginning, we worked with different agencies to rent our own properties, but over time, I started managing bookings myself — first through repeat guests and personal recommendations, and later by advertising directly online.

What keeps me motivated is the constant evolution of the market. Every year brings new technology, guest habits, and travel trends. The short-term rental business demands adaptability and creativity. It’s not static — it’s alive. Seeing our impact on both guests and homeowners, and how each improvement produces real results, is what keeps me inspired.

At Villsy, we manage a boutique portfolio of villas, but we also collaborate with a small number of carefully selected partner agencies across Croatia. For our own villas, we only accept as many as we can personally support, ensuring every property receives the best care. Each villa is within roughly 30 minutes from one of our team members, so we can respond immediately if assistance is needed.

We exclusively work with villas that have private pools, but within that framework we aim for diversity — small romantic villas for couples; family-friendly homes, and large estates for groups or celebrations. We also value uniqueness — properties with authentic architecture, scenic views, peaceful locations, or distinctive design elements.

Finally, we are always honest and transparent about every property and its surroundings. Whether a villa is in a quiet village or near a busier area, we present it as it is. Guests appreciate accuracy, and that honesty builds lasting trust with both travelers and owners.

Guests consistently mention our fast, accurate, and honest communication. From the first inquiry, they receive detailed answers about the villa, the area, distances, and practical information such as check-in instructions and contact details. We prefer being fully transparent rather than overpromising.

Another aspect guests value highly is our speed of response when something goes wrong. No matter how well a villa is prepared, small issues can happen, and the important thing is how quickly we act. Because we have strong cooperation with owners, we can usually solve problems immediately. Guests know they can rely on us, and that reliability turns small incidents into positive experiences.

"Whether a villa is in a quiet village or near a busier area, we present it as it is. Guests appreciate accuracy, and that honesty builds lasting trust with both travelers and owners."

The foundation is always based on pricing and value positioning. During the shoulder seasons, competition is stronger, so we adjust prices carefully to stay attractive while maintaining fairness to owners.

Beyond pricing, we focus heavily on presentation and promotion. We regularly invest in new professional photos, refresh listings, and ensure that every villa looks its best online.

We also encourage owners to extend the season by adding amenities such as pool heating, saunas, jacuzzis, and fireplaces. These features make villas appealing even in April, May, September, and October, significantly improving occupancy outside the summer months.

Global partners such as HomeToGo are essential to our visibility. They allow us to reach travelers worldwide — from families in Germany and Austria to couples from Scandinavia or Belgium who might never discover us otherwise.

For a boutique agency like ours, a partnership with HomeToGo is essential for our business to attract customers around the world without losing our personal touch.

"If I were starting again, I would invest earlier in technology and data analytics to make operations smoother — especially in pricing, automation, and communication management."

If I were starting again, I would build partnerships earlier — with local service providers, photographers, technology companies, and international distribution partners. I would also invest earlier in technology and data analytics to make operations smoother — especially in pricing, automation, and communication management.

However, I wouldn’t change our core philosophy. Growing gradually, maintaining a personal approach, and focusing on honesty and quality has made Villsy what it is today — a trusted boutique agency that combines professionalism with genuine hospitality. Long-term success, in my view, comes not from size, but from authentic relationships, transparency, and care for every detail.

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