Trading Mansions Sounds Like a Dream. It’s Also a More Sustainable Way to Travel.

For many, the idea of doing a home exchange is enticing: The thrill of a new destination, calling an inspired new space home away from home, living like a local for a little while. But what happens if you have a sprawling estate on the ocean to offer yet can’t find a property swap that comes close to the size and luxury of your own?

Enter: HomeExchange Collection, a division of Paris-based HomeExchange, a 30-year-old home-swapping company with over 100,000 residences across 133 countries and teams in Zagreb, Croatia, and Cambridge, Massachusetts. The new division launched last year and focuses solely on luxury property trades.

“Some of our members were over flooded with requests from people who wanted to exchange homes, yet their houses just weren’t as nice,” the company’s co-founder Emmanuel Arnaud says. “That’s why we decided to launch HomeExchange Collection, to better cater to the needs of clients with super-luxurious homes. It’s a space where they can meet other like-minded travellers who want to exchange their little piece of paradise they’ve built all around the world,” Arnaud says.

THE ITEM

HomeExchange Collection is an uber-exclusive community of home (and yacht and farm and castle) owners. And the criteria for membership is stringent. Homes are required to be valued at US$1.5 million or more, though US$2 million to US$10 million is typical.

“Location is a big part of it as well as amenities,” Arnaud says. “For example, if your house doesn’t have a pool in a prime sunny location, it’s going to be harder to make the cut.”

The houses themselves are anything but ordinary. Many come with five-star amenities such as boats, tennis courts, gyms, notable artworks, pools, daily housekeeping, and private chefs. Some of the most luxurious offerings include a 6,700-square-foot mansion in Chiang Mai, Thailand, with a full-time gardener, chef, maid, and part-time massage therapist; a penthouse in Manhattan’s Tribeca neighbourhood with a 750-square-foot terrace; a coffee farm in Sao Paulo, Brazil; and a hillside villa in San Miguel de Allende, Mexico, with a60-foot solar-heated lap pool and hot tub on the terrace.

A home in Chiang Mai Thailand
Courtesy of HomeExchange Collection

Exchanges needn’t be reciprocal or immediate, either. If a member lends their home without reciprocity, they get GuestPoints to bank for a stay somewhere else at another time.

Members of the HomeExchange Collection can lend their homes to each other for a weekend, week, or month—and all include the benefit of their host’s insider intel. Other perks include a 100% flexible cancellation policy for guests, up to US$2 million in property damage protection, and access to the member service team 24/7.

PRICE

If your home is selected, an annual membership to HomeExchange Collection costs US$1,000, which gives members the opportunity for unlimited exchanges during the calendar year.

DESCRIPTION

With over 4,000 luxury homes in over 70 countries across the globe, from France and Italy to Thailand, Australia, and the U.A.E., even the most affluent are reconsidering the way they vacation. “Covid has invited everyone to rethink being in shared, public spaces, and instead having a whole place to themselves,” Arnaud says.

It’s a shift happening, in part, Arnaud says, because of growing environmental awareness.

“People are rethinking their relationship to consumption,” he says. “The idea that you have this very, very nice home sitting idle while you’re paying to be at a hotel sounds a bit absurd. Why not use these homes which would otherwise be empty?”

WHAT’S THE GOOD?

As a certified B Corp, HomeExchange Collection meets high standards of social and environmental performance, transparency, and accountability—and it’s the definition of responsible tourism. By nature, the concept of home exchanging is a more sustainable way to travel. By using pre-existing accommodations and encouraging people to live like locals, the local ecosystem remains undisturbed.

“We think our approach makes better use of the existing infrastructure, the existing homes, rather than building new homes and hotels,” Arnaud says.

The company takes its commitment to the environment one step further by calculating its carbon footprint every year, trying to reduce it, and contributing to global carbon neutrality by investing in social and environmental projects.

Meanwhile, members, through HomeExchange’s Solidarity group, can open their homes to relief workers or affected members in instances such as pandemics, fires, earthquakes, hurricanes, floods, or war.

“It started with Covid when we realized we had a lot of homes available and a lot of people who wanted to help. We launched the Solidarity program to help frontline workers in hospitals to be able to have a place where they could stay without having to commute back and forth,” Arnaud says. The program was then expanded to house Ukrainian refugees.

WHAT’S NEXT

Aside from continuing to grow membership and properties worldwide, Arnaud’s mission is for everyone to have the opportunity to go on vacation. The company has already partnered with an organisation in France, Le Secours Catholique, which helps low-income families travel.

“We want to be able to help people go on a vacation, no matter who they are, and we are looking for the right kind of partners and the right kind of ways to put that into place on a wider scale,” Arnaud says.

They call themselves TikTok refugees—and the app they are fleeing to is a lot more Chinese than the video-sharing app whose U.S. fate now hangs in the balance.

After Supreme Court justices Friday seemed inclined to let stand a law that would shut down TikTok in the U.S., the Chinese social-media platform Xiaohongshu , translated in English as Little Red Book, has received a flood of American TikTok users. They are looking for a sanctuary or a way to protest the potentially imminent TikTok ban—never mind that they don’t speak Chinese.

Charlotte Silverstein, a 32-year-old publicist in Los Angeles, downloaded Xiaohongshu on Sunday night after seeing videos on TikTok about migrating to the app, which Americans dubbed “RedNote.” She described the move as a “last act of defiance” in her frustration about the potential TikTok ban.

“Everyone has been super welcoming and sweet,” said Silverstein, who has made three posts so far. “I love the sense of community that I’m seeing already.”

By Monday, TikTok refugees had pushed Xiaohongshu to the top of the free-app chart on Apple ’s App Store.

“I’m really nervous to be on this app, but I also find it to be really exciting and thrilling that we’re all doing this,” one new Xiaohongshu user said in a video clip on Sunday. “I’m sad that TikTok might actually go, but if this is where we’re gonna be hanging out, welcome to my page!” Within a day, the video had more than 3,000 comments and 6,000 likes. And the user had amassed 24,000 followers.

Neither Xiaohongshu nor TikTok responded to requests for comment.

The flow of refugees, while serving as a symbolic dissent against TikTok’s possible shutdown, doesn’t mean Xiaohongshu can easily serve as a replacement for Americans. TikTok says it has 170 million users in the U.S., and it has drawn many creators who take advantage of the app’s features to advertise and sell their products.

Most of the content on Xiaohongshu is in Chinese and the app doesn’t have a simple way to auto-translate the posts into English.

At a time of a strained U.S.-China relationship, some new Chinese-American friendships are budding on an app that until now has had few international users.

“I like that two countries are coming together,” said Sarah Grathwohl, a 32-year-old marketing manager in Seattle, who made a Xiaohongshu account on Sunday night. “We’re bonding over this experience.”

Granthwohl doesn’t speak Chinese, so she has been using Google Translate for help. She said she isn’t concerned about data privacy and would rather try a new Chinese app than shift her screentime to Instagram Reels.

Another opportunity for bonding was a photo of English practice questions from a Chinese textbook, with the caption, “American please.” American Xiaohongshu users helped answer the questions in the comments, receiving a “thank u Honey,” from the person who posted the questions.

By Monday evening, there have been more than 72,000 posts with the hashtag #tiktokrefugee on Xiaohongshu, racking up some 34 million views.

In an English-language post titled “Welcome TikTok refugees,” posted by a Shanghai-based Xiaohongshu user, an American user responded in Chinese with a cat photo and the words, “Thank you for your warm welcome. Everyone is so cute. My cat says thanks, too.” The user added, “I hope this is the correct translation.”

Some Chinese users are also using the livestreaming function to invite TikTok migrants to chat. One chat room hosted by a Chinese English tutor had more than 179,900 visits with several Americans exchanging cultural views with Chinese users.

ByteDance-owned TikTok isn’t available in China but has a Chinese sister app, Douyin. American users can’t download Douyin, though; unlike Xiaohongshu, it is only accessible from Chinese app stores.

On Xiaohongshu, Chinese users have been sharing tutorials and tips in English for American users on how to use the app. Meanwhile, on TikTok, video clips have also multiplied over the past two days teaching users the correct pronunciation of Xiaohongshu—shau-hong-SHOO—and its culture.

Xiaohongshu may be new to most Americans, but in China, it is one of the most-used social-media apps. Backed by investors like Chinese tech giants Tencent Holdings and Alibaba Group , Xiaohongshu is perhaps best described as a Chinese mix of Instagram and Reddit and its users increasingly treat it as a search engine for practical information.

Despite its Little Red Book name, Xiaohongshu has little in common with the compilation of Mao Zedong ’s political writings and speeches. In fact, the app aspires to be a guidebook about anything but politics.

Conceived as a shopping guide for affluent urbanites in 2013, Xiaohongshu has morphed into a one-stop shop for lifestyle and shopping recommendations. Every day, its more than 300 million users, who skew toward educated young women, create, share and search for posts about anything from makeup tutorials to career-development lessons, game strategies or camping skills.

Over the years, Xiaohongshu users have developed a punchy writing style, with posts accompanied by images and videos for an Instagram feel.

Chinese social-media platforms are required to watch political content closely. Xiaohongshu’s focus on lifestyle content, eschewing anything that might seem political, makes it less of a regulatory target than a site like Weibo , which in 2021 was fined at least $2.2 million by China’s cyberspace watchdog for disseminating “illegal information.”

“I don’t expect to read news or discussion of serious issues on Xiaohongshu,” said Lin Ying, a 26-year-old game designer in Beijing.

The American frenzy over a Chinese app is the reverse of a migration in recent years by Chinese social-media users seeking refuge from censorship on Western platforms , such as X, formerly known as Twitter, or, more recently, BlueSky.

Just like TikTok users who turn to the app for fun, Xiaohongshu users also seek entertainment through livestreams and short video clips as well as photos and text-posts on the platform.

Xiaohongshu had roughly 1.3 million U.S. mobile users in December, according to market-intelligence firm Sensor Tower, which estimates that U.S. downloads of the app in the week ending Sunday almost tripled compared with the week before.

Sensor Tower data indicates that Xiaohongshu became the top-ranked social-networking and overall free app on Apple’s App Store and the 8th top-ranked social app on the Google Play Store on Monday, “a feat it has never achieved before,” said Abe Yousef, senior insights analyst at Sensor Tower.

Run by Shanghai-based Xingin Information Technology, Xiaohongshu makes money primarily from advertising, according to a Xiaohongshu spokeswoman. The company was valued at $17 billion after its latest round of private-equity investment in the summer, according to research firm PitchBook Data.

Not everyone is singing kumbaya. Some Chinese Xiaohongshu users are worried about the language barrier. And some American TikTok users are concerned about data safety on the Chinese app.

But many are hoping to build bridges between the two countries.

“Y’all might think Americans are hateful because of how our politicians are, but I promise you not all of us are like that,” one American woman said on a Sunday video she posted on Xiaohongshu with Chinese subtitles.

She went on to show how to make cheese quesadillas using a waffle maker.

The video collected more than 11,000 likes and 3,000 comments within 24 hours. “It’s so kind of you to use Chinese subtitles,” read one popular comment posted by a user from Sichuan province.

Another Guangdong-based user commented with a bilingual “friendly reminder”: “On Chinese social-media platforms please do not mention sensitive topics such as politics, religion and drugs!!!”

Trading Mansions Sounds Like a Dream. It’s Also a More Sustainable Way to Travel.

Chinese users of Xiaohongshu, or Little Red Book, welcome Americans fleeing a feared TikTok ban