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A new report from villa holiday specialist CV Travel suggests that the more extravagant tourist these days seeks a more tailored experience that offers real value for money.

Research carried out by a range of sources by CV, who sell luxury villa holidays in Ibiza, Dubai and Thailand to name just a few destinations, implies that future holidays - especially those taken in a villa - will be of "austerity chic" rather than "bling fling".

One conclusion drawn from 'The Villa Market 2009/2010' report is that customers will select their breaks away based on what they see as overall value instead of the overall price.

That 'value' will not come through fixtures and fittings such as Wi-fi, air-conditioning, iPod docking stations or satellite TV - once considered the embellishments that differentiated a luxury holiday from the mainstream.

Customers now expect these additions to be included as standard, said the report, and are instead looking for the differentiator to come through bespoke experiences such as horse-riding holidays in Ibiza, classic car holidays in Italy or cookery holidays in the south of France which offer them a more "fulfilling travel experience".

Concierge services able to arrange elements such as in-villa chefs, babysitters, drivers, golf, restaurant reservations and spa treatments, are also going to be increasingly important for villa guests from 2010 onwards.

CV Travel managing director Debbie Marshall said: "The villa hoiliday market has grown but become very fragmented. The biggest challenge has been the growth of villas available via the internet and promoting that what CV represents are the benefits and security of booking through an established tour operator.