Channelling A Luxico Vibe

Archived article. People, relative dates, sale status and availability below belong to the original story; this is not a current property listing or offer.

Original video caption: Urban Angles: 43 Bells Boulevard, Jan Juc - Web Loop (Urban Angles on Vimeo).

Meet Alex Ormerod, an entrepreneur who’s turned luxury homes into a dynamic hospitality brand.

Most great brands see a gap in the market and are borne of necessity. A decade ago, when Alex Ormerod and her young family were looking to escape Melbourne in the summer, the choice in rentals on the Mornington Peninsula were thin at best. “You’d be spending $10-15,000 a week – which was a lot more back then – and if you arrived after hours the keys would be with the owner of the local fish and chip shop.” The lack of service, cleanliness, consistency and communications lit a spark that today is Luxico: Australia’s most recognised brand for luxury home holiday rentals.

The business has grown by word of mouth, although partnerships with Sotheby’s, Kay & Burton and a number of other key agents in holiday destination markets have also helped to build a catalogue of covetable holiday and short-term rentals in Australia’s most beautiful locations.

Lifestyle shots capture the opportunity to share experiences at a Luxico home hotel.

“We think of ourselves as hotel where each room is in a different geographical location.” Alex explains. Each home is equipped with a dedicated concierge who arrives to greet guests, explain the home’s features and extending the service to hard-to-get restaurant reservations, experiences and more. Each home is equipped with Luxico branded amenities like beach towels and slippers guests would expect at a hotel, whilst toiletries are sourced from local producers. “We use Hunter Lab in Victoria, who produce on the Mornington Peninsula,” she offers. “We’re trying to reduce our environmental footprint.”

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Alex draws on her background in marketing at her own firm specialising in travel and tourism for the Luxico brand. “Imagery is really important. We switched to Urban Angles over a year ago for two main reasons. One, they’re able to work with us over multiple locations and two, which is the most important, it’s the style: editorial, architectural. No wide angles, no downlights. Urban Angles were able to adapt to that and to provide consistency over every home.”

Images that tell a story underpin the Luxico brand.

With storytelling an important component of communicating brand, Alex could see the increasing reliance on video for Luxico. “Video shows connectivity between spaces, so with still and being able to incorporate drones where we need it, too,” she goes on to explain, Urban Angles ticked all the boxes.

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“We’re a travel and tourism brand first and foremost.”

The opportunity to create something new in a market where service was lacking proved to be this entrepreneur’s unique value proposition. Her advice to anyone looking to start a business? “Look at how an industry or product is being marketed and turn it on its head – don’t fit in, either productise a service or make your product service-oriented.”

To book your next holiday, visit: luxico.com.au

For more on aligning your brand values through imagery, talk to our customer-centric service team on 1300 230 947 or email studio@urbanangles.com

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What gap led Alex Ormerod to create Luxico?

She describes limited service, cleanliness, consistency and communication in luxury holiday rentals, drawing on her own family’s experience on the Mornington Peninsula.

Why did Luxico choose Urban Angles for its imagery?

Ormerod cites coverage across multiple locations and a consistent editorial, architectural style, including a preference against wide angles and downlights.

What role did video play in Luxico’s storytelling?

She says video shows the connection between spaces, complementing still photography and drone footage where needed.

Which hospitality details distinguished Luxico in the story?

The article describes a dedicated concierge, branded amenities and locally sourced toiletries as part of a home-hotel experience.

Who is Alex Ormerod?

The entrepreneur the article profiles, who turned luxury homes into a hospitality brand and founded Luxico.

What did holiday rentals cost before Luxico?

She recalls spending $10-15,000 a week a decade ago, with keys sometimes left with the owner of the local fish and chip shop when guests arrived after hours.

How does the article describe Luxico's growth?

Grown by word of mouth, alongside partnerships with Sotheby's, Kay & Burton and other agents in holiday areas.