Meet The Founder: The Story Behind Jayne’s Luxury Rentals
“Jayne’s has always been built on trust, service, and a genuine passion for creating unforgettable Muskoka experiences. When I began exploring a partnership, I wasn’t looking for the largest company, I was looking for the right one. Nocturne Luxury Villas people-first approach, commitment to exceptional hospitality, and respect for the brands they bring into their portfolio stood out immediately. I’m excited to continue leading Jayne’s and collaborating with the talented team across Nocturne as we create new opportunities for our homeowners, guests, and employees while preserving everything that makes Jayne’s special.”
Jayne McCaw | Founder of Jaynes Luxury Rentals
From Three Cottages to a Movement
A decade ago, Jayne McCaw saw an opportunity that Ontario’s rental market was missing – a luxury cottage company homeowners could trust and guests would want to return to, year after year. That vision, launched in late 2014 as Jayne’s Cottages, has grown into one of Canada’s most respected names in luxury accommodation and today, it marks a new chapter in Nocturne Luxury Villas story.
Jayne’s welcomed its first guests in the summer of 2015 with just three properties on Lake Rosseau. By the end of that first season, the portfolio had already grown to 25 homes. The trajectory only accelerated from there: 60 properties by 2016, more than 120 by 2017. In 2019, Jayne’s achievement was recognized nationally when Jayne McCaw received RBC’s Women of Influence Award in the Start-Up Business category.
As the collection matured, so did its ambitions. In 2020, Jayne’s expanded beyond Muskoka into Toronto and Collingwood, rebranding as Jayne’s Luxury Rentals to reflect the caliber of the homes and experiences it had come to represent. The timing proved pivotal, as demand for private luxury accommodations surged during the pandemic, Jayne’s growth kept pace, earning a spot on the Globe & Mail’s list of fastest-growing companies in both 2020 and 2021.
Building an Industry, Not Just a Business
What sets Jayne’s apart from many success stories in short-term rentals is Jayne McCaw’s own commitment to professionalizing the space itself. Rather than treat rapid growth as the finish line, she turned her attention to the industry around her. Jayne became a founding member of the Ontario Cottage Rental Managers Association, working alongside fellow agencies and the Travel Industry Association of Ontario to raise standards across the board — guest conduct, homeowner responsibility, and property safety among them.
That same forward-thinking approach extended to market reach. While Jayne’s website remained its core platform, the brand moved deliberately into the luxury travel trade, building B2B relationships with travel advisors, agencies, and international partners. That strategic shift helped fuel strong growth through 2024 and 2025, positioning Jayne’s as a brand ready for its next phase.
Why Nocturne? What Now?
Jayne’s partnership with Nocturne Luxury Villas brings Canada into a collection that spans some of the world’s most coveted destinations. For Jayne, who built her brand on trust, continuity was non-negotiable. She remains CEO; her team stays in place, and the hands-on care that owners and guests have relied on for a decade doesn’t change. What does change is the opportunity in front of every homeowner with access to a global network of affluent travelers already vacationing across Nocturne’s other destinations, plus the shared technology, operational expertise, and best practices of some of the most respected luxury villa brands in the world.
The result is a stronger position for Muskoka and Jayne’s full Canadian collection, not just during peak summer but through the shoulder seasons too.
A Partnership Built on Shared Values
Jayne’s joining Nocturne is an expansion of resources behind a vision that Jayne McCaw had from day one: luxury hospitality built on trust, professionalism, and genuine care for owners and guests alike.
As Jayne put it to her team and homeowners in sharing the news: this partnership positions Jayne’s to become the leading luxury villa brand in Canada, while staying true to the values and the people that built it.
Jayne’s journey is a reminder of what’s possible when the right partner comes along at the right time. If you’ve poured your heart into building a luxury rental brand and you’re starting to wonder what the next chapter could look like, connect with our CEO, Scott Wiseman.
