LaCure Villas
LaCure Villas is a Toronto-headquartered, privately held luxury villa rental and concierge company founded in 1979, offering 819+ hand-inspected villas worldwide. It serves high-net-worth leisure travelers and corporate clients with curated properties, dedicated villa consultants, and on-the-ground concierge teams in flagship destinations.
- Company typePrivate
- Founded1979
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What LaCure Villas does
LaCure Villas, operating under the legal entity LaCure International and headquartered in Toronto, Canada, is a privately held luxury villa rental and travel concierge company founded in 1979 in Jamaica by two brothers with an initial five-villa portfolio. The company's core product is a curated, hand-selected inventory of luxury residences spanning the Caribbean, Europe, North America, Central and South America, Asia, Africa, and Oceania — 819+ villas in the Caribbean region alone, including 50+ properties in St. Barths — each personally inspected to enforce a five-star amenity standard. The technology surface is a standard villa-rental platform (website booking, search/filter, wishlist, instant book, account login) layered with concierge management workflows that coordinate reservations, private transfers, and on-ground logistics.
LaCure generates revenue primarily through commissions on villa bookings from property owners, supplemented by professional-services revenue from concierge offerings such as personalized itinerary design, restaurant reservations, private transfers, villa staffing, and on-the-ground coordination. The Lacure Privilege program adds an exclusive-access layer to private beach clubs, Michelin-starred restaurants, and members-only sporting facilities. Pricing is quote-based and varies materially by property, destination, and season; Caribbean listings published range from approximately $1,100 per night to $24,765 per night for premium estates.
Go-to-market is sales-led and consultative, with dedicated villa consultants and concierge teams engaging clients via phone, live chat, WhatsApp, and email — supported by editorial content through an in-house travel journal, social channels (Instagram, Facebook, LinkedIn, X), Klaviyo email marketing, and earned media coverage in Condé Nast Traveler, Travel Weekly, and other luxury travel publications. The company serves two primary segments: high-net-worth luxury travelers (primary) seeking private villa experiences, and corporate clients requiring executive retreats and incentive programs. Operational presence includes headquarters in Toronto and a full-service on-island team in St. Barths, with additional flagship-destination coverage in Anguilla, South of France, Italy, and Turks & Caicos.
LaCure Villas firmographics
Firmographics- Name
- LaCure Villas
- Legal name
- LaCure International
- Website
- https://lacurevillas.com
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LaCure Villas is a Toronto-headquartered, privately held luxury villa rental and concierge company founded in 1979, offering 819+ hand-inspected villas worldwide. It serves high-net-worth leisure travelers and corporate clients with curated properties, dedicated villa consultants, and on-the-ground concierge teams in flagship destinations.
- Ownership category
- akta.pro rank
LaCure Villas industry classification
Industry- Product category
- Luxury Vacation Rental and Concierge Services
- NAICS
- Other Traveler Accommodation (72119), All Other Consumer Goods Rental (532289)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Villas & Luxury Estates (THAMAAAC)
- akta.pro secondary industries
- Luxury Villa Property Management & Concierge Services (THAMAEAJ), Luxury Beachfront & Waterfront Villas (THAMAEAE)
Keywords
Where LaCure Villas is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
LaCure Villas business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Villa Rental Commissions: Commission-based revenue from villa property owners for booking their luxury villas to customers. Properties are hand-selected and personally inspected.
- Concierge Services: Expert concierge services including personalized itinerary design, restaurant reservations, private transfers, villa staffing, and on-the-ground coordination.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Luxury villa nightly rentals |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
LaCure Villas product offering
Product offeringCore offering
LaCure Villas rents personally inspected, hand-selected luxury villas to high-net-worth travelers across global destinations including the Caribbean, Europe, North America, Asia, Africa, and Oceania, with each booking supported by a dedicated concierge team handling reservations, transfers, staffing, and bespoke itinerary design. The company also operates on-island teams in flagship destinations (St. Barths, Anguilla, South of France, Turks & Caicos) and offers the Lacure Privilege access program to private beach clubs and Michelin-starred venues.
Product overview
Lacure Villas operates as a luxury villa rental and travel concierge platform offering a curated portfolio of hand-selected villas combined with personalized concierge services. The core offering consists of the Luxury Villa Portfolio (individually vetted properties worldwide), Expert Concierge Service (dedicated support for reservations and logistics), and Personalized Itineraries (customized travel experiences). The company has developed flagship destination sub-brands including Lacure St. Barths, each with dedicated local teams providing enhanced services. Additional offerings include The Lacure Privilege access program for exclusive experiences at private clubs and restaurants. The service model positions Lacure as a 'private hotel' combining five-star hotel authenticity with villa exclusivity.
Differentiator
Problem solved
Functional benefit
Brands
- Lacure St Barths: Dedicated St. Barths destination page featuring luxury villas and local concierge services on the island.
Products and services
- Luxury Villa Portfolio A curated collection of hand-selected and personally inspected luxury villas worldwide, each vetted to guarantee five-star hotel amenities, privacy, and exclusivity. Properties span popular destinations and hidden gem locales with pre-arrival inspections ensuring standards are met. Targeted at discerning individual luxury travelers, families, and corporate clients seeking private villa stays in destinations across the Caribbean, Europe, North America, Asia, Africa, and Oceania.
- Expert Concierge Service Dedicated concierge team providing personalized itinerary design, travel logistics coordination, villa staffing, and on-the-ground service for luxury villa guests. Includes restaurant reservations, private transfers, villa staffing, and coordination of local experiences throughout the stay. Available to villa-rental clients across all destinations.
- Personalized Itineraries Customized travel experiences designed around individual client interests, preferences, and pace. Encompasses expeditions, leisure activities, spa treatments, culinary experiences, and specialized services. Built for high-net-worth travelers seeking tailored multi-day plans around their villa stay.
- The Lacure Privilege Exclusive access program providing Lacure guests priority access to private beach clubs, Michelin-starred restaurant reservations, and members-only sporting facilities that are unavailable to the public. Available to clients booking through Lacure's villa and concierge services as a value-add access benefit.
Companies that use LaCure Villas
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
LaCure Villas technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
LaCure Villas partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
LaCure Villas competitors and assessment
Company assessmentDirect peers
- OneFineStay: OneFineStay is a luxury vacation rental and serviced accommodation brand offering high-end villas and homes with concierge services globally. After its acquisition by Airbnb, it now operates as Airbnb Luxe, directly competing with LaCure's curator-and-concierge model for HNW travelers.
- Mr & Mrs Smith: Mr & Mrs Smith is a curated collection of boutique hotels and luxury villas with an emphasis on expert hotel and villa reviews, member benefits, and bespoke trip design. Like LaCure, it targets affluent travelers seeking vetted, design-forward stays with concierge support.
- Oliver's Travels: Oliver's Travels curates unique, character-filled luxury villas and chateaux across Europe, the Caribbean and beyond with in-house concierge service. Comparable curated villa proposition with concierge attach for affluent leisure travelers.
- Villaway: Villaway is a curated luxury villa rental platform offering high-end properties worldwide with personal concierge services. Operates an agent-and-online hybrid model similar to LaCure's phone/chat/website approach aimed at luxury villa guests.
- Néesio (formerly Haute Retreats): Néesio (formerly Haute Retreats) is a luxury villa rental brand focused on high-end Mediterranean villas with concierge support. Competes with LaCure in European markets such as France, Italy, Greece, and Spain.
- Wimco Villas: Wimco Villas is a Caribbean-focused luxury villa rental agency with deep inventory in St. Barths, Anguilla, and Turks & Caicos combined with on-island concierge teams. Overlaps directly with LaCure's flagship Caribbean destinations and consultative service model.
- Cuvée Luxury Rentals: Cuvée operates a curated portfolio of ultra-luxury villas and residences paired with high-touch private concierge and chef services for HNW clients. Closely comparable on hand-selected inventory plus white-glove service for the top tier of the same market.
- Villas of Distinction: Villas of Distinction is a long-established luxury villa rental specialist offering curated villas across the Caribbean, Europe, and beyond with complimentary concierge services. Closely mirrors LaCure's curated-portfolio-plus-concierge proposition in the same HNW customer base.
Broad incumbents
- Luxury Vacation Rentals by TL Portfolio / Travel + Leisure Villa rentals: Travel + Leisure's villa rental offerings aggregate luxury villa inventory worldwide with concierge add-ons, leveraging strong brand recognition among affluent travelers. Competes in the same discovery-and-curation funnel as LaCure.
- Airbnb Luxe: Airbnb Luxe is Airbnb's luxury tier combining verified luxury listings with a dedicated trip designer service. Operates at massive scale and competes with LaCure for HNW villa travelers, though without LaCure's deep specialist advisor heritage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
LaCure Villas social profiles
Digital presenceLaCure Villas financial estimates
Financial estimateRevenue estimate
Valuation estimate
LaCure Villas leadership team
Management profileNumber of profiles
Profiles10 records
LaCure Villas subsidiaries and ownership
Company hierarchySubsidiaries1 record
LaCure Villas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LaCure Villas M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LaCure Villas
What does LaCure Villas do?
LaCure Villas rents personally inspected, hand-selected luxury villas to high-net-worth travelers across global destinations including the Caribbean, Europe, North America, Asia, Africa, and Oceania, with each booking supported by a dedicated concierge team handling reservations, transfers, staffing, and bespoke itinerary design. The company also operates on-island teams in flagship destinations (St. Barths, Anguilla, South of France, Turks & Caicos) and offers the Lacure Privilege access program to private beach clubs and Michelin-starred venues.
Is LaCure Villas a public or private company?
LaCure Villas is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LaCure Villas founded?
LaCure Villas was founded in 1979. It employs 11 to 50 people.
Where is LaCure Villas based?
LaCure Villas is headquartered in Toronto, Canada, in the North America region.
How does LaCure Villas make money?
Two revenue lines are on record. Villa Rental Commissions are the primary driver. The others are concierge Services.
Who are LaCure Villas's main competitors?
Direct peers on record are OneFineStay, Mr & Mrs Smith, Oliver's Travels, Villaway, Néesio (formerly Haute Retreats), Wimco Villas, Cuvée Luxury Rentals and Villas of Distinction. Broad incumbents are Luxury Vacation Rentals by TL Portfolio / Travel + Leisure Villa rentals and Airbnb Luxe.
Does LaCure Villas have an API?
No public API is recorded for LaCure Villas.
What industry is LaCure Villas in?
LaCure Villas's product category is Luxury Vacation Rental and Concierge Services. Its primary akta.pro industry code is THAMAAAC, Villas & Luxury Estates, with a secondary code of THAMAEAJ, Luxury Villa Property Management & Concierge Services. Its NAICS code is 72119 and its SIC code is 7000.