Co-ownership, the art of conscious travel in 2025

Mindful journeying is as much about supporting local life as it is about reducing one’s carbon footprint. “One trend we are noticing is that people are more mindful of their impact on communities and want to have a more sustainable approach to how they travel," explained August founders Mélie Dunod and Nicolai Watzenig in an interview about the Prime Collection. "I think that is true also of luxury travelling."

Year-round occupancy sets co-ownership apart in terms of resourcefulness compared to some types of holiday residences. "The beauty of August is that you are in a Collection, where you have other owners, so those homes are occupied most of the year and local communities are tremendously benefiting from it,” continues Mélie. For example, from January 1st to November 20th 2024, the occupancy rate of August Homes was on average between 75 and 80 per cent, and with a flexible and bespoke booking system, owners can enjoy up to 20 weeks in their Homes per year (based on low-season bookings), indulging in last-minute stays too which ensures the homes are booked up as much as possible.

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Supporting Local Businesses

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Becoming part of the community is one of the key advantages of owning a holiday home and something that August Homeowners value. Moreover, research suggests that leisure travellers are now seeking more sustainable accommodations, not just to reduce environmental impact but also for a more “locally relevant experience”. With co-ownership, you can immerse yourself in a community for longer and become rooted to the region in a way that is much harder to do when staying in a rental or other type of temporary residence.

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Travelling Out Of Season

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Naturally, feeling integrated comes with time, but forging priceless connections, and finding your favourite restaurants, shops and more local addresses to visit is much easier done with co-ownership since you have the option to return to the same places throughout the year, letting you support local businesses, not just in peak season. Travelling out of season helps ease problems like overtourism and will let you see another side of your second home location. From the South of France in the winter to Chamonix in the summer, there are plenty of ways to give back to your host destination all year round. 

With August Collections, in particular, our Homes are often close to local amenities and we always have plenty of recommendations, driven by experts. From the best Barcelona restaurants to where to eat authentically in Monti, Rome, you’ll have the tools you need to embrace your travels and discover more unique neighbourhoods in a way that supports your host destination too.

Nothing quite matches the excitement of going on a holiday. For a conscious journey that allows you to diminish your carbon footprint and embrace a fuller travel experience, consider other ways of reaching your destination. Switching to lower carbon-heavy modes of transportation is something that 60 per cent of American travellers and 69 per cent of European travellers were willing to do according to a 2022 report, and this has long been a priority for those that co-own with August Collections too.

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Luxury Slow Travel

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Exploring Europe by train can be a stylish and luxurious choice. “To hone in on the sustainability angle, some people would rather drive to the regions and not necessarily always get on a plane," says co-founder Nicolai. "It matters a lot to certain groups of Homeowners, predominantly from northern Europe and it is something that some will be able to do with Prime."

This is not to say that you could not do this in another Collection. Many Homeowners in the past have embraced the art of slow travel; driving from southern England to homes in Cannes, Chamonix and Tuscany, factoring in vineyard visits and more to enhance the journey and enjoy it as much as the destination.

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Eco-friendly Exploration

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Particularly for US Homeowners who choose to co-own in Europe and therefore might need to take a plane, having a residence somewhere close to local transport can help cut down on CO2 and congestion when there. In cities, looking at other ways to get around town can be a great opportunity to embrace and connect with your surroundings too.

Even a home remodel can capture the art of conscious travel. The August design team turns every home into a beautifully finished space, and they have spent years forging relationships with local experts and craftspeople in the region, supporting their business and giving properties a new lease of life so that they don’t simply take up space.

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The August Way

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Brimming with authenticity that echoes the region, The August Way assures that we restore properties to their former beauty and upkeep the neighbourhood's architectural elegance. It could be the cornices and parquet flooring of a Pied À Terre apartment in Paris, or the wooden beams of a Premium Collection farmhouse in Tuscany, every home is designed in such a way that pays homage to the region's splendour so that it can amplify your experience, in a responsible fashion. August's design team has close connections with different contractors and suppliers in each region, allowing us to not just work with the most reliable tradespeople who meet our quality standards but also make it easier to source local materials and engage in more sustainable building practices. This helps improve the energy efficiency of homes and makes for a more comfortable residence that is in tune with the specific climate too.

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Designing For Longevity

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The design team uses natural materials where possible; favouring wood and stone for floors, kitchen counters and furniture. For soft furnishings such as bed sheets, curtains and more that add a flourish to the properties, you can expect wool, sisal or jute for carpets, linen curtains and more tactile features that tell a story of the region. To truly define the interior decor, art from nearby artists or markets often adorns the walls, just as furniture from local makers brings character. Then in the spirit of “soft travel” - a key travel trend for 2025 according to Forbes -   water features bring a tranquil atmosphere, and gardens will be filled with native planting and more for a beautiful outdoor space that supports biodiversity too. 

Particularly in Premium and Prime Homes, landscaping plays an important part in creating an indoor-outdoor connection that can foster a sense of well-being and escapism.