As summer draws to a close, I have been reflecting on what I have seen online, experienced in person and heard from visitors arriving on the French Riviera for holidays, business trips and, increasingly, longer stays or a possible new life here.
The season seemed reasonably well balanced. Although the work remains busy, it was also manageable, particularly with clients who understood the value of planning ahead. Some began discussing their villa rental requirements a year and a half in advance, while others started six months before arrival. That additional time made a considerable difference when it came to finding the right property, location and dates.
Last-minute requests will always be part of this business, and many of those were straightforward enough. But if there is one practical lesson I would repeat to anyone considering a villa rental next summer, it is this: start looking early.
The most desirable villas, particularly those with sea views, pools, walkability or proximity to the areas people specifically want to experience, do not necessarily remain available until the last minute. Nor does a property that looks perfect online automatically become the right choice once you understand where it is situated.
I have already had numerous enquiries from people planning for next summer. It is a familiar pattern, and one that tends to work particularly well for seasoned travellers who know that the French Riviera is not simply a destination to be selected from a list of photographs.
The same principle applies to those considering a purchase or a longer-term move. It has been encouraging to see more people doing their homework, visiting different towns and villages before making decisions, and then returning for a deeper look at properties as the region moves into autumn.
That second visit can be particularly valuable and is encouraged. The summer crowds begin to ease, the pace changes and the Riviera starts to return to its more local rhythm. A place that seemed perfect during a short holiday may feel very different when you consider living there in November, February or March.
And that is precisely the point.
This is not a criticism of everyone working in travel. I know people in the industry who are reliable, knowledgeable and genuinely committed to giving their clients a good experience. They ask questions, do their research and understand that selling a destination comes with a responsibility to understand it.
But I have also seen advice from people presenting themselves as luxury travel specialists who appear to have only the most superficial understanding of what they are recommending.
If you are new to the industry, there is nothing wrong with that. Everyone has to start somewhere. The travel market is crowded, and social media has made it easier than ever to present yourself as an expert before you have necessarily acquired the experience to support that claim.
What concerns me is when the presentation becomes more impressive than the knowledge behind it.
If you are advising someone to visit the French Riviera, do more than show them the hotel room, the breakfast buffet and the view from the terrace. Those things may be lovely, but they are not the destination.
Get to know the culture, the history, the local habits, the geography and the way people actually live here. Understand that Nice is not Monaco, that Villefranche-sur-Mer is not Cannes, and that a beautiful property in the hills may offer an entirely different lifestyle from one within walking distance of the sea.
The details matter.
That is not particularly surprising. A recommendation that looks attractive in a short video or a carefully edited post may not be appropriate for the person receiving it.
A restaurant might be fashionable but entirely unsuitable for a family. A beach club might look spectacular online but offer little value for the price. A supposedly convenient transport option might become an exhausting ordeal during peak season. A village that looks idyllic in a photograph might be impractical if you need to drive everywhere.
These are not minor details when someone has spent thousands of euros on a holiday.
And when the experience goes wrong, the person who recommended it is not necessarily the one who has to deal with the consequences.
That is where the distinction between selling a destination and understanding a destination becomes important.
Sometimes it is a practical question. Sometimes they are unsure whether something they have been told is correct. Sometimes they are simply trying to make sense of a recommendation that has not worked out.
In the past couple of days alone, I have received several such requests.
And here is the uncomfortable part: much of the assistance I provide in those situations is free.
I do it because I do not want someone who has come to the Riviera to feel ripped off, abandoned or frightened that they have made a terrible decision. I also understand that visitors may not know who else to ask.
But there is a limit to how this works.
If you are in the travel business and want to offer your clients the benefit of genuine local knowledge, then build that relationship before your clients arrive. Do not wait until something goes wrong and then expect someone on the ground to step in indefinitely as a “favour” when usually we are strangers. Especially at high season. Other agencies here can attest to this being almost routine at times as well.
There is a difference between making a professional introduction and asking someone to become your unpaid local operations department.
If you are renting a villa, speak with someone who understands the local rental market and the realities of the area where you want to stay. If you are considering buying a property, work with someone who knows the region, understands the market and can help you assess whether a property actually suits your lifestyle.
And if you are working with a travel professional who is not based here, ask them who their trusted local contacts are. How long have they worked with them? Do they understand the region beyond the most obvious tourist recommendations? Can they explain why a particular location is right for you—or why it may not be?
That last question is important.
A good adviser should not simply tell you what you want to hear.
I cannot imagine trying to guide someone through Mexico, for example, when I had never been there. I would be looking for people who actually live there, understand the country and could help me avoid making decisions based solely on what I have seen online.
The French Riviera deserves the same approach.
I have lived here for many years, and I remain fascinated by the place. I love the history, the architecture, the towns, the villages, the coastline and the countryside. I love the beautiful parts, the complicated parts and the little details that do not necessarily make it into a glossy travel brochure.
That is what makes the region interesting.
When I recommend a property, whether for a rental or a purchase, I am not simply putting forward something because it looks attractive in photographs. Ultimately, it is the client’s decision. I would never want to push someone into a property that does not suit their needs, budget or lifestyle. I have the luxury of not having to pretend to be something I’m not.
Instead, I try to understand the bigger picture.
What is the area actually like? Is it walkable? Would you need a car? What are the local amenities? How close are the beaches, shops, restaurants and transport links? Is it quiet or busy? Is it private? Is it suitable for families, professionals, retirees or investors? What are the views really like? What is the surrounding neighbourhood like? How does the location feel outside the summer season?
And perhaps most importantly: does this property make sense for the life you are planning to live?
The sea view is wonderful. But if you need to drive for every coffee, every shop and every basic errand, that may not be the right choice for you.
A beautiful countryside property may be perfect for one person and completely impractical for another.
These are the conversations that matter.
I do not simply introduce someone because they have a website, a large social-media following or an impressive title. I want to know who they are, how they work and whether they are the right fit for the client.
That matters because a referral is not just a name and a telephone number. It is an extension of the trust that someone has placed in you.
If I do not have access to something a client needs, I would rather say so and recommend them to someone in my network who has the appropriate experience than pretend I can do everything.
The same applies to working with travel professionals.
I am happy to have conversations with people who want to understand how I work, what I can offer and whether there is a sensible way to collaborate. But that needs to be a proper professional relationship, established in advance and with clear expectations.
I am not interested in being the person who is contacted only when another booking has gone wrong, or when someone needs hours of local advice for a client they have already sold a trip to. My time is just as valuable as yours.
It is a region of contrasts: glamorous and ordinary, busy and peaceful, sophisticated and wonderfully imperfect. It has places that are ideal for a short holiday but less suitable for living. It has towns that look similar on a map but feel entirely different once you spend time in them.
That is why local knowledge matters.
Not because every visitor needs a complicated itinerary or a personal concierge, but because the right advice can make the difference between simply visiting the French Riviera and genuinely experiencing it.
So whether you are planning a villa rental, considering a second home, looking at an investment property or thinking about relocating, my advice is straightforward:
Do your research. Ask questions. Look beyond the photographs. And whenever possible, work with people who actually know the place.
The Riviera is too interesting, too varied and too valuable to be reduced to a brochure.
