SAMM

What SAMM does

SAMM is a privately held French web agency headquartered in Honfleur, Normandy, founded around 1998-2000 by Valérie AGEZ and operating as a SASU single-member simplified joint-stock company. The firm is narrowly specialized in the hospitality vertical, building websites and digital solutions exclusively for independent hotels, restaurants, spas, and seminar/reception venues across France (with a recent extension into Luxembourg). Over 25 years it has produced 2,032 websites for approximately 730 hospitality clients with a team of 9 specialized collaborators.

Its core product is a four-tier website build (INITIAL, CONFORT, PREMIUM, and SUR MESURE) wrapped around a proprietary "Smartweb" connectivity layer that integrates in real time with multiple booking engines (Reservit, Dedge, Thais, Qualitelis), eliminating double updates and enabling an OTA Comparator Widget that surfaces live direct-vs-OTA pricing. Add-on modules include SEO, a QR-coded multilingual Digital Welcome Guide, a Menus & Cartes presentation module, professional photo/video reportage, and Eco-conception services certified via EcoIndex with 90%+ Google PageSpeed scores.

Revenue mechanics combine one-time project fees for site builds, recurring hosting/maintenance subscriptions, and project-based professional services for photo/video production. Pricing is not publicly disclosed; engagements are quote-based via regional commercial teams covering five French territories and a 12-year referenced partnership with Logis Hotels central purchasing that provides channel access to a national network of independent hotels. The company is bootstrapped, with no disclosed external funding, M&A activity, or institutional investors.

Name

SAMM

Legal name

SASU Société par actions simplifiée à associé unique - SAMM

Website

https://sammagenceweb.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

SAMM is a French web agency in Honfleur, Normandy, specializing in websites, SEO, OTA comparison widgets, and digital welcome guides for independent hotels, restaurants, and spas. Founded in 1998-2000 by Valérie AGEZ, it has built 2,032 sites for 730 hospitality clients across France using a proprietary Smartweb booking-engine connectivity layer.

Ownership category

akta.pro rank

Headquarters

HQ city

Honfleur

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Website Design and Development: Creation of responsive and e-commerce websites for hotels, restaurants and spas. Includes SEO-optimized content, booking engine integration, and OTA comparator widgets. Revenue generated from project-based development fees.
2. Digital Services and Maintenance: Ongoing digital services including hosting, maintenance, and support for hotel websites. May include subscription-based services.
3. Photo and Video Production: Professional photography and video production services for hotels and restaurants.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

SAMM is a French web agency that designs and develops responsive websites for hotels, restaurants, and spas, with built-in booking engine connectivity, OTA rate comparison widgets, and SEO optimization. The firm also delivers complementary services including SEO, digital welcome guides, restaurant menus modules, photo and video production, and eco-responsible web design. Its offering is focused on helping independent hospitality businesses convert direct bookings and reduce OTA commission dependency.

Product overview

SAMM is a web agency specializing in digital solutions for the hospitality industry (hotels, restaurants, and spas). The core offering is website creation available in four tiers (INITIAL, CONFORT, PREMIUM, and SUR MESURE/custom), supplemented by specialized modules including the OTA comparison widget for direct booking optimization, SEO services, digital welcome guide (CONFORT and PREMIUM packs), menus & cards module, and professional photo/video production services. The portfolio also includes eco-responsible web design practices. All offerings are designed to help independent hotels and restaurants develop direct client relationships and compete against online travel agencies (OTAs).

Differentiator

Problem solved

Functional benefit

Products and services

• Création de Sites Web (Website Creation) Design and development of responsive and e-commerce websites for hotels, restaurants, and spas, including SEO-optimized content, booking engine connectivity, and OTA comparator integration. Offered in tiers INITIAL, CONFORT, PREMIUM, and SUR MESURE (custom).
• Widget Comparateur OTA (OTA Comparison Widget) Widget enabling hotels to display real-time price comparisons between direct booking rates and OTA rates, designed to drive direct bookings and reduce OTA commission costs.
• Référencement SEO (SEO Services) Search engine optimization services including content optimization, URL structure, meta tags, image optimization in WebP format, and automatic page generation for targeted keyword visibility.
• Guide d'Accueil Numérique (Digital Welcome Guide) Digital welcome guide accessible via personalized QR code, replacing paper booklets. Available in PACK CONFORT (pictogram-based) and PACK PREMIUM (photo-based with multilingual automatic translation) versions.
• Module Menus & Cartes Module for clear, visual, and fully customizable restaurant menu presentation with image integration and an embedded PDF viewer for menu downloads, with automatic integration into the digital welcome guide.
• Reportages Photos & Vidéos Professional photo and video production services for hospitality businesses, creating immersive visual content to enhance website appeal and booking conversions.
• Écoconception Web (Eco-Design) Eco-responsible web design services optimizing website performance for reduced environmental impact, validated through EcoIndex and PageSpeed metrics.
• Digital Services and Maintenance Ongoing digital services including hosting, maintenance, and support for hotel websites, provided on a recurring subscription basis.

Quantifiable outcome

• 90% PageSpeed score on last-generation websites
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• Logis HotelscoreChannel Partner/ Reseller/ DistributorReferenced partner in Logis Hotels central purchasing for 12 years. Provides website services to the Logis Hotels network of independent hotels and restaurants across France.
• ReservitcoreTechnology or IntegrationBooking engine connectivity partner. Integration allows automatic display of real-time availability and pricing from Reservit booking system.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vizergy: Hospitality digital marketing agency offering websites, SEO and CRO services aimed at increasing direct revenue for hotels and resorts.
• Milestone Inc. Hospitality-specialised digital agency offering website design, SEO, and direct-booking optimisation for hotels. Closest functional analogue to SAMM at much larger US scale.
• HeBS Digital: Digital marketing and website agency focused exclusively on hotels, with emphasis on direct-booking strategy and CRM — direct competitor in the hospitality digital agency niche.
• Net Affinity: Hospitality-focused digital agency building hotel websites, booking engines and digital marketing services, comparable in vertical specialisation and product mix.
• Blue Magnet Interactive: Digital marketing agency for hotels and resorts, covering website design, SEO and paid media aimed at driving direct bookings — direct peer in the hotel digital agency category.
• Travel Net: French digital agency specialised in tourism and hospitality websites and SEO — the most direct French competitor to SAMM with overlapping target market and service mix.

Emerging players

• Avvio: Hospitality tech provider focused on direct-booking optimisation and booking-engine experiences for hotels; partial overlap with SAMM's OTA-comparison/direct-booking mission but more product/tech-led.
• Screen Pilot: Hospitality digital agency focused on direct-booking websites and ecommerce for hotels; comparable services to SAMM with similar SMB-hotel target audience.

Broad incumbents

• Sabre Hospitality: Global incumbent offering CRS, PMS and digital media services to hotels including website solutions; broad overlap with SAMM but at vastly larger scale and with much wider portfolio.

Others

• Logis Hotels (digital/web services): Voluntary hotel network that is both a customer and channel partner for SAMM; relevant as the distribution ecosystem SAMM plugs into and that shapes demand for hospitality-specialised web services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sammagenceweb
• LinkedInlinkedin.com/company/samm-agence-web

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SAMM