CV Villas

CV Villas - A White Label Sales Tool for the Trade

CV Villas has been creating luxury villa holidays for over 50 years, with a hand-picked collection of close to 850 villas, many of them exclusive to CV. Its ABOVE collection offers fully staffed villas with concierge, housekeeping and chef service. CV sells direct and through travel agents across the UK and Ireland, and its trade sales grew 20% in 2025.

CV has been a ZOLV partner since August 2020 and is one of Zolv's most active clients. The unbranded agent website is one of a series of projects delivered across that partnership.

Challenge

CV's trade partners, including travel agents, personal shoppers and concierge services looking after VIP clients, wanted to share CV's villas with their own customers. But the main CV Villas website carries CV's branding and contact details throughout, so sending clients there risked them booking direct and the agent losing commission.

The demand was clear. After years of agent feedback, CV polled more than 250 travel agents, and 99% said an unbranded website would be valuable when quoting and inspiring clients.

Any solution also needed to work without adding to the workload of CV's product and sales teams, who already manage a large and growing collection.

Solution

ZOLV built a standalone, unbranded, client-facing website showing CV's full portfolio, with no CV Villas branding and no direct contact calls to action. Agents can share destination pages or individual villa pages with clients by email or messaging, supporting them from early inspiration through to shortlisting villas, while the relationship stays firmly between the agent and their client. The ABOVE collection appears under a discreet alternative name.

Although standalone, the website takes an overnight feed from the live CV Villas product and automatically replaces every reference to CV, so agents always see up-to-date villas and content. It is configurable in CV's live WTP content management system and is deliberately not crawlable or indexed by search engines, as it was never intended for a public audience. This makes it a low-maintenance solution, with no re-keying and almost no extra work for CV's product and sales teams. Training videos show agents how to use the platform for quoting and managing enquiries.

Although the website was built from scratch, ZOLV repurposed page designs from the main CV Villas site and elements of the white label API feed it had already developed for CV's other B2B channels. This kept the build efficient and the experience consistent.

The website launched to the trade in January 2026. A second phase, planned for mid-2026, gives agents the option to show pricing and availability, choosing whether to present villas with or without prices.

Key trade benefits

The website sits alongside CV's wider trade offer, giving agents:

  • Price parity guarantee
  • An unbranded, client-facing website
  • 24-hour in-resort local support
  • ATOL financial protection on packages

Results

  • 12,000+ unique trade visitors since the website launched in January 2026.
  • CV's largest-ever trade initiative: CV has hired a dedicated business development executive to champion the website with agents across the UK and Ireland.
  • A first for the UK villa market: CV describes itself as the first UK villa specialist tour operator to offer an unbranded website for agents.
  • Low overhead for CV's teams: the website runs from CV's existing product and content management system, with no separate content to manage.