Al Beech is hoping www.myholidayhomerental.com becomes as synonymous for travellers to book a vacation stay, as it is to call a travel agent or pick up a phone book. It's a travel trend with universal appeal. Combining the amenities of top-quality hotels with the convenience of a private villa, luxury vacation property rentals are topping the accommodation list for increasing numbers of Canadian travellers. From beachside condominiums to five- and six-bedroom homes, the range of rental properties available is as extensive and varied as the renters clicking on the Internet sites that showcase them. In fact, it's a travel trend that is increasing in popularity across Europe and North America, says Beech, director of new business development for publication giant, Metroland Media Group Ltd. It allows families to rent places that feel more like a home, complete with a fully-equipped kitchen, dining room, private pool and/or full backyard, as an alternative to a typical 400- or 500-square-foot hotel room. With the Canadian market just starting to catch on to this travel trend, Beech, who also owns properties in Florida, wants to be at near the front of the line. "The biggest travel trend right now in North America and Europe is vacation rentals by homeowners," says Beech, owner of rental properties in various parts of Florida. "The real challenge for vacationers is determining which are the reputable sites and ensuring that what you see is what you're going to get." And the best part of the site, he says, is individuals or families can find accommodations that fit their budget and length of stay. Prices can start as low as $85 a night. "You can rent a two-bedroom condo to a 12-bedroom villa," he says. "There is an alternative to hotel stays." Inspired by his experiences with renters eager for quality properties and a dependable means of accessing them from a distance, Beech saw the need for a powerful website that could offer vacationers the credibility of a well-respected corporation, as well as a top-flight lineup of properties. The innovative new vacation home website site was launched this month by Metroland, owned by parent company, Torstar. Beginning with Florida, the website will offer not only a carefully vetted collection of high-end vacation properties, but will also feature regular travel features, tips and advice from Toronto Star travel writer Liz Fleming. The initial collection of Florida properties will be divided by region, to enable site visitors to pinpoint with accuracy the areas of greatest interest and to compare features, prices and local entertainment and sight-seeing opportunities. Says Beech: "Our goal is to provide everything a sophisticated vacationer needs to know before choosing a private, luxury vacation rental property. Our clientele will be well-seasoned travelers who'll expect all the amenities of a top-quality property - and more." The ideal option both for families interested in escaping the confines of hotel rooms, as well as for couples looking for a romantic retreat, privately owned vacation properties feature everything from crystal blue swimming pools, Jacuzzis, gourmet kitchens and flat screen televisions to private beaches and secluded gardens. The range of choice is remarkable, and for www.myholidayhomerental.com, Florida will be just the first of many destinations to be featured. "We chose to begin with Florida," explains Beech, "because it's such a popular destination for Canadians. It offers easy access, whether you choose to fly or drive. Florida is a perfect start for us." There are more than 11,000 rental properties in Florida alone, says Beech, from Disney World to Tampa Bay to the panhandle. "There is so much supply that you can send out 10-15 enquiries to homes that fit your needs and you're going to get back 10-15 great offers because it's a very competitive market in Florida right now," he says. "They want your business." Over the next few months, Beech says the website will expand its reach to include Myrtle Beach, Mexico and Canada. Users of the website are required to contact the rental homeowner to arrange to rent a property. The www.myholidayhomerental.com simply links users to available properties. "We're just providing them with an outlet to go to," Beech says, adding his site has trip testimonials. "We have no relationship with the owners." With a few weeks in operation, the site has already had ten of thousands of hits. Beech says they contact homeowners associations and other similar groups and pitch them their site and its objective in order to sign on. A big reason for Beech's optimism for the website's success is one word - Metroland. The idea is to market the site through the loads of Metroland publications ad trade shows that potentially reach millions of people. With more than 100 newspapers, countless advertising venues, numerous distribution networks, and the Internet and web publishing, no target is unreachable. Metroland, Ontario's largest and most successful community newspaper publisher, provides local news and advertising media/info in Canada's heartland. It currently publishes 100 community newspapers with a total of 132 editions that are concentrated in southern Ontario and centered around Toronto. Metroland also publishes a number of specialty products, which focus on a particular market segment. Forever Young, City Parent, The Shopping News, 10 regional editions of The Business Times and Real Estate News are all published by Metroland. The company produces and manages many consumer shows including the Toronto Golf & Travel Show, the National Bridal Shows, the Fifty Plus Lifestyles & Travel Show and The Family Show. Florida being such a hotspot for travellers and snowbirds alike, Beech says the potential is limitless. Thanks to the current economic situation, Canadian travelers are finding great value in the sunshine state. Says Bud Nocera, president and CEO of VISIT FLORIDA: "The strength of the Canadian dollar has made Florida an attractive destination for our visitors from north of the border." In fact, that powerful loonie made Florida the vacation choice of 2.5 million Canadians in 2007, an increase of around 19 per cent over the previous year. Henny Groenendijk, public relations for the Canadian office for VISIT FLORIDA, says "there's no about it" why Canadians make the trek south - the weather. "It's the sunshine," she says, adding nearly two-thirds (61 per cent) of all Canadian visits to Florida originate from Ontario.