When husband and wife Alexandra and Tom Ormerod launched their luxury property rental business, Luxico, 12 years ago, they never thought that filling the gap in top tier luxury short-term rentals would lead to a reality TV show Billion Dollar Playground which launched this month on Foxtel’s Binge.
Their portfolio of villas and high-end homes around Australia can mostly be found on the east coast; with many homes also used as filming locations – including a Sutherland, Darling Point home in Sydney where ABC TV’s Total Control was made, a Coogee Ocean View home where Asher Keddie who stars in Strife was filmed, and Federal House – where actor Chris Hemsworth was recently photographed for a new Emidio Tucci fashion campaign. Isla Fisher made the latest Nintendo commercial while in Sydney, filming at Chinaman’s Beach Jewel in Mosman.
“We started out with the intention to disrupt the short-term rental market, but quickly fell into luxury property management,” explains Alexandra Ormerod.
“After 12 years, we’ve gone back to our roots to become Australia’s leading luxury villa rental platform,” she says.
They’ve hosted some of the biggest names in the business via their Luxico model – including renting homes to Novak Djokovic during the Australian Open and the Beckhams.
“We offer curated and high-end designer homes in iconic locations up the East Coast of Australia, and we are expanding and always looking for more luxury homes to bring to the market,” she says.
With Season One of Billion Dollar Playground already screening, the entrepreneurs are looking for new homes to film for Season Two.
The show itself was originally sold to Netflix for pilot funding, but then sold to Foxtel/Binge when the stock market price of Netflix took a downturn.
“The journey for the show started eight years ago when my husband Tom was shortlisted to host a Netflix series and went over to LA for it,” explains Ormerod.
“He didn’t get that gig, but spoke to a lot of producers who really liked the idea for his show. We partnered with Ronde Media’s Ben Davies and turned Billion Dollar Playground into a new concept TV show."
The reality series is a chance to showcase Australia as a luxury destination. It’s also the ultimate flex for Tom who has rented more than 58,000 villa experiences in his time.
“Typically, the homes we offer for luxury rentals are those owned by ex-pats or those who have multiple properties around the world,” says Ormerod.
“We’re offering access to a more affluent travel market and the sort of properties we bring to market has instilled more confidence in others who own luxury properties to come on board because there is a demand for it."
Ormerod says the philosophy of their business isn’t solely about luxury locations; what they do is offer more than the bricks and mortar experience – and we see evidence of this on the TV show.
“Our travel experiences come with a tailored concierge service which can include in-room dining for guests to curated local travel adventures,” she says.
“Combining high end properties with experiences is what this end of the market is looking for – and similar to what they might find at a hotel if they stayed there. The concept thrives in places like Bali where you find a fully staffed home, but it’s a new concept in Australia and we are normalising,” says Ormerod.
Joining Luxico comes in two tier preferences for new members. Those who want luxury stays and do so once or twice a year, and the VIPS who are on the move more regularly and chasing bespoke experiences. The Ormerods want to put Australian luxury on the world stage and make the destination a popular one for world travellers who might not have thought about heading here.
“What you see on Billion Dollar Playground is for our VIP guests who get a full bespoke travel management solution with in-home staffing, event planning, transfers, meals and bespoke experiences curated just for them,” says Ormerod.
So, what makes the luxury cut? And how could you get your home luxury ready. Well, for Luxico it’s all about location and a home that comes with all the trimmings – think epic swimming pool, bespoke design throughout and a contemporary flair from the moment you open the front door. Amenities and proximity to beach fronts matter most; while the styling inside the home also rates highly.
“We look at how recently a home has been renovated, what sort of soft furnishings are included, does it have a design flair that our guests are looking for,” says Ormerod.
“Our guests range from families and multi-generational groups and those looking to stay somewhere equal to or better than their own property through to the ultra-luxury villas as a style of home they want on vacation. These homes need to be at the top end of that five-star design ethos."
When it comes to elevating your own home, Ormerod has the following advice.
“Making the tiny one percent changes within your home can make all the difference when luxing up your property,” she says.
“Updating your soft furnishings is always a good start. Also look at how you can make a bathroom feel more like a day spa by changing towels and adding some greenery and candles. It makes it feel a little nicer and, in these cost-of-living crisis times, it’s a very small way of making a big difference."
The couple is on the lookout for new properties to join their portfolio. Ormerod says desired locations are always changing. Byron Bay was a popular location two years ago and during covid, but the trend for it comes in waves.
“The seasonal change and desire for different places in Australia is always moving and we have to keep up with that,” she says.
“Right now, we’re seeing a huge demand for the Sunshine Coast and Gold Coast areas, as well as the Whitsundays and Port Douglas region. It’s all very weather dependent, but these are prized spots that international travellers are seeking as well as school holiday goers from Australia.”
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