A fundamentally different approach to holiday home management in Cornwall.

Born from our own experience as holiday home owners, we’ve created the management company we wished existed – one that truly understands today’s market challenges and delivers better returns through smarter, more cost-effective management.

Marketing your home

Over the past year, the holiday letting landscape has changed dramatically. With new tax regulations removing traditional advantages by treating holiday lets more like residential properties, owners need fresh thinking to maintain profitability without compromising on quality. It’s no longer affordable for owners to be paying agency commissions of 18-20% plus VAT, so we decided to see what we could do about this.

As holiday home owners ourselves, we’ve experienced these challenges firsthand. That’s why we’ve developed an approach that combines our travel technology expertise with practical, hands-on management, while keeping commissions low – delivering the returns owners need in today’s market.

When it comes to presenting your home, you’ll see from our photography and descriptions, we don’t do ‘standard’. Our listings stand above and are heavily optimised for Airbnb’s search algorithm to ensure we capture and inspire those all important guests.

Market-beating performance

While many holiday lets have seen significant downturns, our properties consistently outperform the market. This isn’t by chance – it’s the result of our obsessive focus on optimisation and our unique approach to pricing and positioning.

It was this success with our own properties that inspired us to create Secret Lux. We saw how traditional management approaches were struggling to adapt to changing market conditions, while our data-driven, manually-refined strategy continues to deliver strong returns.

Smart partnership approach

We believe in focusing on what drives value while partnering with specialists for hands on maintenance. Our expertise lies in maximising returns through strategic pricing, targeted marketing, and exceptional guest communications – the elements that directly impact your earnings.

For the hands-on services, we partner with Cornwall’s best local cleaning and maintenance firms. This collaborative approach means you get the best of both worlds: our razor-sharp focus on revenue optimisation combined with proven local property care experts who maintain exceptional standards and respond swiftly to any needs.

We visit all properties regularly for spot checks to ensure consistently high standards of cleanliness and maintenance. Think of us as your eyes on the ground – combining the efficiency of specialist partnerships with the reassurance of direct supervision.

It’s a smarter way to manage holiday homes – one that delivers better results by having specialists handle what they do best. This efficient model is part of why we can offer comprehensive management at lower commission rates than the market standard, without ever compromising on quality.

Guest experience

We craft memorable experiences that inspire glowing reviews and repeat visits. From sharing insider local tips to providing attentive support, we ensure every guest feels at home – while treating your property with the care it deserves.

Our pre-stay communication sets expectations and builds excitement, while our local knowledge and personal service ensure guests have everything they need during their stay. Happy guests mean better reviews, stronger pricing power, and ultimately better returns for you.

How we’re different?

Built for today’s market reality

While traditional agencies continue with outdated models, we’ve adapted to the new financial landscape. Our approach focuses on maximising booking revenue and occupancy while identifying smart cost efficiencies – essential for maintaining profitability under the new tax framework and current interest rates.

Digital travel heritage

Our management’s roots are in travel marketing technology, helping shape solutions for household names in travel, giving us a unique edge in holiday home management. This deep industry expertise means we understand not just how to use technology, but how to blend it with personal service to create outstanding results.

Tech meets human insight

Our background in travel marketing technology gives us powerful tools, but we know software alone isn’t enough. While others rely purely on automated pricing, we manually review every property’s rates weekly. This means we can consider the full picture, from seasonal factors to running costs, ensuring every booking makes financial sense for you.

Unique market intelligence

Through our partnership with Airbnb and access to specialist software, we have unique visibility into real-time booking patterns and pricing across Cornwall’s holiday home market. This insider knowledge, combined with our hands-on approach, means we can position your property to capture maximum value in every season.

Cost-effective management

Our innovative approach delivers exceptional value. By combining market expertise with efficient systems, we offer comprehensive management at a significantly lower commission than traditional agencies, without compromising on service. You don’t always have to charge more to deliver more. Sometimes it’s about thinking differently.

A wonderful guest experience

Our guest communications are infused with passion and always warm and inviting. We’ll whisper local secrets and entice with tips on wonderful experiences nearby. We’ll leave guests with memories that last a lifetime and a longing to return. And we’re always on hand to help with any unexpected surprises.

Secret Lux was born from our experience in travel technology and our ownership of Cornish holiday homes. After leading marketing innovation for industry giants like Google, TUI, and Easyjet, we’ve now turned to holiday home management by combining travel sector expertise with practical property owner insight and a refreshingly modern and personable approach. And we’re always happy to meet on a Cornish beach or seaside cafe for a chat about Cornish homes!

Pricing

We work on a commission per booking model, with the appropriate payment made to us directly from your Airbnb payout for each stay, so everything is taken care of and reported inside Airbnb’s owner dashboard for simplicity. Please get in touch to find out more.

Guest reviews

A few common questions

I like the sound of Secret Lux but I’m tied into a notice period with another agency. Can you help?

We can indeed! Get in touch and we’ll explain how you can move to us without breaking contractual agreements or being out of pocket for any early exit fees.

Does Secret Lux handle all guest communication?

We do. From the moment they get in touch, we’re here to quickly answer any questions about your home, the local area and what’s on when they’re visiting.

We’ll be in contact with them leading up to their arrival to whisper local secrets, recommend our favourite scenic walks and eateries, and give them tips on wonderful experiences nearby.

Then we’ll make sure they have settled in well and will be on hand during their stay to ensure they have a wonderful holiday.

Does Secret Lux look after cleaning and maintenance?

We work with trusted housekeepers, cleaners and maintenance partners. We inform them of all bookings on your behalf, but leave you to pay their invoices to avoid those unwanted agency mark up fees.

How do I organise my own stays?

You can block off dates directly in Airbnb, or of course you can just ask us to do it for you.

When do I get paid?

Payments are made via Airbnb a day after the guest checks in, which usually takes another 3 days or so to hit your account. Our commission fee is deducted from this amount and paid directly to us via Airbnb at the same time, so you don’t need to worry about making extra payments or yet another direct debit to keep an eye on.

Partners

Owner enquiry

Our homes stand out for their beauty, charm and cosiness in spectacular locations. If this sounds like your home, then please get in touch.