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About Us » Why
Why Firefly?
We are impartial, caring travel experts with the best properties and service
Our meticulous collection, so you browse the best
We pride ourselves on our carefully curated selection of the world’s best holiday properties, from ski chalets to villas, in the most coveted destinations. Our collection has slowly grown with a strict quality over quantity vision; only the top 0.1% properties in the world meet our standards.
Our true prices and availability, so you get real options
“Live” online availability is not possible for most luxury properties, due to the nature of the market, with thousands of independent property owners whose bookings for each week of each year change frequently. We are not comfortable claiming properties are available if they are not, so when you enquire with us, we call the owners of each property that suits your requirements to only provide available options.
Our decades of experience, so you get the best options
Our founder has worked in luxury travel since 1992 and launched Firefly Collection in 2011, so our knowledge and service has refined over the decades. Our team spends time in the regions we cover and inspects new properties in person every season, so we match you to the best available properties quickly and smoothly.
Our impartial advice, so you book the ideal option
As an independent business working with many independent owners, we give unbiased advice on the best places to stay and times to travel. We are transparent about which of your options are best for your budget, instead of prioritising one brand’s properties.
Our proven credibility, so bookings are safe
Our credibility is well established: in 2018, the Daily Mail interviewed our founder, Tim Latimer, during an investigation into fake ski chalet sites, and their reporter Ted Thornhill noted we are a “bona fide agent for luxury chalets”. As real as it gets.
We genuinely care and assist you when you need it
From your first enquiry to check-ins during and after your trip, Firefly Concierge is with you every step of the way. We can book transfers, lessons, custom ice sculptures and beyond. Nothing is too much trouble. That commitment shows in our 4.9/5 Google review average rating.
We ensure the best price, directly from our property owners
Travel agents offering our properties may add markups, but not when you choose Firefly. There are never any markups when you book with us, because your booking is directly with our property owners. You will always get the best possible price, guaranteed.
We protect the planet, so future generations can enjoy its beauty
Part of every Firefly Collection booking is given to our chosen charities, The Marine Conservation Society and The Ocean Cleanup. By contributing to these causes, your holiday supports a flourishing global environment. We believe in a bright future where our ancestors explore and enjoy the same beautiful destinations we do now.
Let us Exceed Your Expectations
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