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Novasol holiday home in Norway (photo: Novasol)

Novasol to move UK operations to Denmark

Northern Europe’s biggest holiday rental company is closing its UK office and agents will have to connect with Copenhagen.

The villa specialist Novasol has revealed it will close its UK operations and relocate them to the company’s headquarters in Denmark, TTG reports.

Founded in Copenhagen in 1968, Novasol has grown over the years to become what it says is northern Europe’s biggest company for holiday rentals.

It specialises in villas, cottages and apartments, offering properties across 28 countries, with 50,000 holiday homes available in Europe alone.

Its UK branch was set up in November 2015 to service direct sales and improve trade relations.

The brand was owned for a while by Wyndham Worldwide and sat under its European Vacation Rentals, but a $1.3 billion deal was agreed to sell the brands to private equity house Platinum Equity in February 2018.

Moving to Copenhagen
No specific reasons have been given for the closure, but senior personnel are either leaving the company or moving to Denmark. The changes will not impact Novasol operations in the UK as far as agents are concerned, claims general manager Alex Stuart.

Stuart will leave the business on March 15 to take up a new role with the luxury long-haul operator Kenwood Travel, while marketing head Alice Kiewiet is leaving to become marketing and communications manager at a London hotel.

But communications and marketing executive James Delger will relocate to Novasol’s base at Virum north of central Copenhagen, taking responsibility for UK operations from there, at least “for a few months”.

Stuart tells TTG that while Novasol’s four-year UK operation has been a relatively small portion of the business – the company’s main source market is Germany – it punched above its weight.

“We were coming from a low base so the trade growth is phenomenal, especially as it is agents that tend to take those higher value bookings,” he says.

“But it was never going to be as big as Novasol’s major source markets like Germany.”

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