Beyond the holiday house: what buyers now want from a second home

From Noosa and Phuket to Dubai, Bali and Niseko, the second home is becoming less about the occasional holiday and more about how—and where—owners want to live. Leading property agents examine the markets, properties, and priorities shaping demand.

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A 15-bedroom beachfront villa in Providenciales, Turks and Caicos Islands.

Turks and Caicos, the Caribbean

Ian Hurdle, founder and director, The Agency Real Estate Turks and Caicos

“The pandemic permanently shifted priorities towards flexibility, wellness, and multi-generational living. HNWIs now view a second or third home not just as a retreat, but as an alternative base of operations. Political and tax stability in select Caribbean jurisdictions, combined with digital connectivity and private-aviation access, have made ownership far more practical. People want the option to live beautifully and safely on their own terms.

“Ultra-prime buyers in the Caribbean are looking for turnkey, architecturally significant waterfront estates—typically five to eight bedrooms on one to three acres (0.4 to 1.2 hectares), with at least 200 ft (61 m) of beach or ocean frontage. Privacy is paramount, followed by design pedigree, sustainability, and resort-style amenities: a gym, spa, cinema, guest pavilions, staff quarters, and dockage. Environmental resilience is increasingly part of the brief, from elevated foundations and hurricane-rated glass to renewable energy systems. The aesthetic is still barefoot luxury, but supported by world-class engineering.

“True ultra-prime inventory is measured in single digits across most Caribbean islands at any given time, and a best-in-class estate can trade privately before reaching the MLS. Lifestyle is the starting point, but capital preservation and diversification are also part of the decision. Most buyers are self-made entrepreneurs or second-generation family-office clients from North America or Europe, drawn by quality of life, privacy, and ease of access. They also see limited supply, consistent rental yields, and the absence of capital gains tax in some markets as part of the investment case.

“Holiday homes are increasingly expected to serve both personal and family use, and generate income. Personal enjoyment remains the primary motivation, but owners often structure their stays around professional management programmes that help offset operating costs. Many underestimate the operational side—staffing, utilities, insurance, and hurricane preparedness. My advice is to view ownership as a lifestyle enterprise: build a trusted local team and treat it with the same professionalism as any business asset.

Read Ian Hurdle’s market report.

An alpine chalet at Elevation Hirafu, Niseko, Japan.

Niseko, Japan

Paul Butkovich, managing director, H2 Group Christie’s International Real Estate

“Inventory in the ultra-prime segment is tight. There are only around 12 to 15 ultra-prime homes in existence, often villas or chalets in prime ski-in, ski-out locations, with high-end amenities and bespoke design. Penthouse units likely number fewer than 30 in total. Aman and The Chedi Niseko are entering the market with off-plan offerings, while Park Hyatt Residences also has units being sold off-plan.

“Buyers are now looking for private resort homes, not just a standard chalet. They want sizeable properties, usually with at least 600 sq m of internal space and, in many cases, more than 1,000 sq m. But usability matters more than raw square metreage: families want homes that work for entertaining and multi-generational stays.

“Highly valued features include onsen-style baths, dedicated spa zones, cold plunge pools, saunas, and properly equipped ski rooms with drying areas, boot warmers, and ample storage. There is also growing demand for staff quarters and service areas to support concierge-style living. Everyone wants ski-in, ski-out access, but it’s difficult to come by, and buyers are learning it isn’t essential. View protection, privacy, and enough space to manage snow, vehicles, and support teams are becoming more important.

“Acquiring a second home in Niseko is rarely about yield; it is driven by lifestyle, utility, and capital resilience. Owners want to enjoy the property while protecting the asset and looking to long-term appreciation. Whether Singaporean, Filipino, or American, each buyer has a different idea of what defines a ski holiday home and makes the experience memorable year after year. These homes become closely tied to annual traditions and shared memories.”

Read Paul Butkovich’s market report.

A pavilion-style Noosa hinterlands compound in Beckmans Rd, Sunshine Coast, Australia.

Sunshine Coast, Australia

Christine Mount, founder, Luxe Coastal Property Buyers

“As a holiday destination, Noosa and the Sunshine Coast in Queensland, Australia, generally are becoming more renowned—and more in-demand year-round. Previously, peak periods were mainly the September and Christmas school holidays, with some downtime in between. This shift is partly due to a growing number of full-time residents, but it also reflects the rising demand for wellness-led destinations. As a UNESCO biosphere, Noosa has benefited from tourism marketing that emphasises sustainability and wellbeing, such as conservation initiatives, coastal protection programmes, wellness retreats and eco-tourism, further elevating its global profile.

“Buyer interest is also being shaped by geography. Many are drawn to the contrast between beachfront and coastal properties, and the quieter hinterland enclaves. Traditionally, the latter was more closely associated with Byron Bay or the Gold Coast, but buyers are increasingly recognising that the Noosa hinterland offers the same appeal—and in some cases more. It is slower-paced, more affordable, and still just a 20-minute drive from the beach. Here, buyers can find resort-style homes with a strong focus on wellness, without sacrificing access to town amenities. 

“As a result, for destination buyers, it’s not a question of hinterland versus coast or waterfront. Often, it’s the same buyer ultimately seeking a distinctive property that can be enjoyed across multiple generations.”

Read Christine Mount’s market report.

A beachfront villa in Cape Panwa, on the southern coast of Phuket, Thailand.

Phuket & Koh Samui, Thailand

Felix Desjardins, head of acquisitions for Phuket & Koh Samui, List Sotheby’s International Realty

“For many buyers, acquiring a prime oceanfront villa in Thailand is a way to bring family and friends together. In an era where families are often spread across multiple countries—children studying abroad, parents working internationally, grandparents remaining at home—having a place that unites everyone has become increasingly valuable.

“At the ultra-prime end of the market, this demand is driven largely by international buyers. At the same time, a growing number of Thai investors—particularly those who feel overexposed to the Bangkok market—are turning their attention to Phuket and Koh Samui as alternative destinations to deploy capital, often with the intention of using these homes as long-term holiday residences.

“Many of my clients are “home collectors”—individuals who maintain multiple residences around the world. For them, acquiring property in Thailand is primarily a lifestyle choice rather than a purely financial decision, centred on how and where they spend time with family. Capital preservation remains part of the equation, however, as owning one of these scarce assets also satisfies the investor side of their mindset. In this context, Thailand serves as a natural soft landing, offering families a seamless balance between lifestyle and long-term value.”

Read Felix Desjardins’ market report.

The Residences at Mandarin Oriental in Danang, Vietnam.

Danang, Vietnam

Marc Townsend, senior advisor, Arcadia Consulting

“Vietnam is emerging as a compelling market for holiday homes, particularly in Danang, where buyers are willing to pay millions for premium villas, including developments like the Mandarin Oriental. The appeal isn’t the classic tropical beach—it’s a base for a distinctive coastal escape.

“While Vietnam’s coastline lacks the widespread white sand of the Philippines or Thailand, it offers a distinct mix of holiday homes along Danang, Hoi An and Nha Trang, from contemporary beachfront villas and hillside residences, to resort-integrated estates shaped by working harbours, rocky shores, abundant seafood and a vibrant local culture.

“The market is new and growing. Hostel group Mad Monkey records that among younger travellers, Vietnam is a top destination. Demand is high, but quality properties are scarce, presenting both an opportunity and challenge for holiday-home buyers seeking something different from Phuket or Bangkok.

“These buyers want more than relaxation—they’re seeking fitness centres, better dining and active, engaging experiences.”

Read Marc Townsend’s market report.

Armani Hotels in Dubai, United Arab Emirates.

Dubai, United Arab Emirates

Aston Edwards, principal consultant, Savills UAE

“Three prime locations stand out. Dubai Hills Estate, built by one of Dubai’s top developers, Emaar Properties, is a vast golf course community featuring apartments, townhouses, villas and luxury mansions. Palm Jumeirah remains popular for its waterfront villas and apartments, with recent additions like the mall and West Beach—a strip of beach clubs offering fitness, leisure and dining options. And La Mer, a newer community closer to Burj Khalifa, is a top choice among high-end buyers because of its custom-built villas and stunning sea views.

“In Dubai, there are many attractive areas for buyers seeking a holiday home or a permanent residence, depending on their lifestyle preferences. In the luxury segment, buyers often focus on the property itself rather than the community, willing to compromise on location if a home meets expectations in design, space and amenities.

“Other areas remain desirable depending on buyers’ preferences. The influx of reputable local  contractors and interior designers has introduced a contemporary aesthetic to luxury homes across the city.

“While many seek a holiday home, Dubai also offers lifestyle and investment opportunities, with premium developments appealing for potential returns. Ultimately, most buyers prioritise a beautiful home that is spacious, luxurious and carefully designed.”

Read Aston Edward’s market report.

Read next:

• From logo to lifestyle: Expert insights on the new wave of branded residences coming for Asia-Pacific
• Jacqui Spice on why luxury travellers are choosing New Zealand’s private homes over hotels.