Baumanière *****

What Baumanière ***** does

Baumanière is a privately held, family-owned luxury hotel and gastronomic destination located on a 20-hectare estate at the foot of Les Baux-de-Provence in the Alpilles regional park, France. Founded in 1945 by Raymond Thuilier and now in its third generation of Charial family stewardship, the property operates as a Société Anonyme (registered capital €177,119). The integrated offering centers on 53 individually decorated rooms across the Manoir and five estate houses (plus a privatizable Maison de Famille villa), two restaurants — L'Oustau de Baumanière (3 Michelin stars, reconfirmed March 2026 for the 6th consecutive year under Executive Chef Glenn Viel) and La Cabro d'Or (Green Food eco-label, Chef Michel Hulin) — a Sisley-branded spa with three outdoor swimming pools, an in-house chocolate factory, the biodynamic Affectif wine brand, and a retail boutique. Operational technology is conventional hospitality SaaS: Guestonline for restaurant reservations, Pure-Informatique for spa booking, and Google Analytics for web measurement.

The business model is a destination-resort revenue stack. Accommodation is priced from €361/night for a standard room midweek, with premium suites and multi-day packages reaching €1,753–€5,435 per person (e.g., Heart's Delight, Séjour Harmonie). Restaurant pricing ranges from €88 (La Cabro d'Or lunch) to €360 (L'Oustau Ballade tasting menu). Ancillary revenue comes from spa treatments (€180–€250), immersive experiences (chef workshops €550–€750, oenology courses €420, garden aperitifs €80–€290 per couple), private and corporate events, and gift boxes/boutique retail from €50 (with 10%+ B2B bulk discount on 50+ units).

The go-to-market combines direct digital and phone concierge sales, distribution through Relais & Châteaux and Virtuoso luxury travel networks, and extensive earned media in international lifestyle press (Vogue, Le Monde, Vanity Fair, Le Figaro, Paris Match). Three primary customer segments are served: affluent individual travelers and couples, gastronomes traveling specifically for the Michelin experience, and corporate clients booking seminars, team-building, and private events. A growing wellness sub-segment is being addressed through the OSMO partnership.

Name

Baumanière *****

Legal name

Baumanière S.A.

Website

https://baumaniere.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

101–250 employees

Short description

Baumanière is a family-owned luxury 5-star Relais & Châteaux hotel and gastronomic estate in Les Baux-de-Provence, France, operating 53 rooms, two restaurants (including a 3 Michelin-star venue), a spa, and a chocolate factory, serving affluent travelers, gastronomes, and corporate event clients.

Ownership category

akta.pro rank

Product category

Luxury Hotel and Fine Dining

NAICS

Hotels (except Casino Hotels) and Motels (72111), Drinking Places (Alcoholic Beverages) (722410), Wineries (312130)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810), Beverages (2080)

akta.pro primary industry

Gastronomy & Wine-Focused Boutique Hotels (THAGADAG)

akta.pro secondary industries

Luxury Farmhouses, Country Houses & Vineyard Estates (THAMAEAG), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Lounge Bars & Hotel Bars (THAFAEAI), Hotel & Resort Banqueting / In-House Catering (THAFAIAD), Patisseries & Viennoiserie (French-Style) (THAFAFAB)

Keywords

• Luxury hotel hospitality
• Fine dining restaurants
• Spa wellness services
• Curated culinary experiences
• Private events retreats

Headquarters

HQ city

Les Baux-de-Provence

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Luxury Hotel Accommodations: Revenue from 53 individually decorated rooms and suites across the 20-hectare estate. Includes the Manoir, five houses, and the privatizable Maison de Famille. Room rates starting from €361 per night for two persons, with premium suites commanding significantly higher rates. Multiple accommodation packages combining dining and spa experiences drive upsell.
2. Fine Dining Restaurants: Two restaurants: L'Oustau de Baumanière (3 Michelin stars, €360/person menu) and La Cabro d'Or (vegetarian/sustainable focus, €145/person menu). Restaurant dining is a primary revenue driver, with per-person pricing ranging from €88 (lunch menu) to €360 (tasting menu). Weekly closures apply at each restaurant.
3. Spa and Wellness Services: Sisley-based treatments, signature Baumanière essence treatments (€190-250), deep tissue massage (€180-240), outdoor garden treatments. Spa bookings via Pure-Informatique platform, room dial 536, and external booking links.
4. Retail: Boutique and Chocolaterie: Baumanière boutique and online store (baumaniereboutique.com) selling gift boxes from €50, chocolates, and artisanal products. 10% discount available for bulk corporate orders (50+ boxes). E-commerce channel for direct consumer retail.
5. Private Events and Seminars: Corporate seminars, team-building events, private celebrations, and tailor-made events hosted across the estate. Professional events page references high-end corporate event capabilities.
6. Curated Guest Experiences: Ticketed immersive experiences: cave aperitifs (€180/2 persons), kitchen aperitifs (€80/2 persons), romantic garden aperitifs (€190/2 persons), garden tête-à-tête (€290/2 persons), picnics (€45/person), oenology courses (€420/person), chef workshops (€550-750/person), Plant Immersion events (€195/person).

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Baumanière operates a 5-star Relais & Châteaux luxury hotel estate spanning 20 hectares in Les Baux-de-Provence, comprising 53 individually decorated rooms, two gastronomic restaurants (L'Oustau de Baumanière with 3 Michelin stars and La Cabro d'Or), a full-service Sisley spa, an in-house chocolate factory and boutique, biodynamic wine production, and curated immersive experiences (chef workshops, oenology courses, garden aperitifs). The business sells accommodation, fine dining, spa treatments, retail products, and bespoke private and corporate events.

Product overview

Baumanière is a luxury 5-star Relais & Châteaux hotel and gastronomic destination in Les Baux-de-Provence, operated as a unified luxury hospitality portfolio. The property features two distinct restaurants: L'Oustau de Baumanière (3 Michelin stars, Chef Glenn Viel) and La Cabro d'Or (1 Michelin star, Chef Michel Hulin), supported by a wine cellar, artisanal chocolate factory, and boutique. Accommodation spans 53 rooms across the manor and cottages, complemented by a full-service spa with hammam and sensory pool, three swimming pools, and a private villa (La Maison de Famille). The property also offers culinary and oenology workshops, immersive aperitif experiences, and curated stay packages combining dining and wellness. All offerings interconnect through the property's 20-hectare estate, organic kitchen gardens, and commitment to sustainable Provençal gastronomy.

Differentiator

Problem solved

Functional benefit

Brands

• L'Oustau de Baumanière: Three Michelin star gastronomic restaurant led by Chef Glenn Viel, featuring the signature 'Ballade' menu and vegetable menu since 1987.
• La Cabro d'Or
• Baumanière Le Spa
• La Maison de Famille
• La Chocolaterie Baumanière
• L'Affectif
• Le Prieuré

Products and services

• L'Oustau de Baumanière Three Michelin-starred gastronomic restaurant led by Executive Chef Glenn Viel since 2015, offering the 'Ballade' tasting menu (€360/person), the signature 1987 Vegetable Menu (€215/person), and the Flânerie menu (€285/person). Features custom artisanal tableware created in collaboration with local artisans.
• La Cabro d'Or

Quantifiable outcome

• 3 Michelin stars reconfirmed for the 6th consecutive year in March 2026
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered minor, core and flagship.

• Maison GuintoliminorStrategic or Co-development Partner · 2 July 2026Florist Maison Guintoli (led by Aurélien Guintoli) partnered with Baumanière for the Plant Immersion event on July 2, 2026, combining floral art workshops with Chef Michel Hulin's gastronomy in a collaborative evening experience at the estate gardens.
• Relais & ChâteauxcoreChannel Partner/ Reseller/ DistributorBaumanière is a member of Relais & Châteaux, the global association of luxury hotels and restaurants. This affiliation provides global distribution reach to affluent travelers through the association's booking platform and marketing channels, and confers prestige association with the world's finest independent luxury properties.
• VirtuosocoreChannel Partner/ Reseller/ DistributorMember of the Virtuoso network of luxury travel advisors, providing access to high-net-worth travelers through the network's global advisor base and exclusive booking amenities for Virtuoso clients.
• Green Food LabelcoreOthersLa Cabro d'Or holds the Green Food eco-responsible certification, awarded for environmental practices including sustainable raw material sourcing, energy reduction, and waste management. The certification aligns with Baumanière's long-term sustainability objectives.
• OSMOflagshipStrategic or Co-development PartnerBaumanière partnered with OSMO (founded by Thaïs Dubs & Eve Jouandin) for the exclusive Séjour Harmonie wellness retreat, taking place September 3-6, 2026. OSMO provides Pilates, movement, and energy healing programming integrated into the Baumanière luxury experience. The partnership combines OSMO's wellness expertise with Baumanière's hospitality and gastronomy in a co-developed multi-day program.
• Cécile Cayrol (Ceramist)minorStrategic or Co-development PartnerArles-based ceramicist Cécile Cayrol operates a dedicated workshop at Place des Artisans facing L'Oustau de Baumanière. She creates bespoke tableware and ceramic pieces in direct collaboration with Chef Glenn Viel, producing unique artisanal serveware for the restaurant.
• Alban Gaillard (Glassblower)minorStrategic or Co-development PartnerGlassblower Alban Gaillard creates bespoke glassware pieces for L'Oustau de Baumanière's table settings, developed in collaboration with Chef Glenn Viel as part of the estate's artisanal tableware philosophy.
• Daniel Benhimghi (Wicker Weaver)minorStrategic or Co-development PartnerWicker weaver Daniel Benhimghi creates artisanal wicker basket pieces for L'Oustau de Baumanière's table presentations, part of the estate's local artisan collaboration initiative.
• Sisley ParisminorOthersBaumanière Le Spa uses Sisley Paris phyto-aromatic products for facial and body treatments. Sisley is a premium French cosmetics brand known for botanical-based skincare formulations.
• Le PrieuréminorOthersRelated property under the Charial family network, listed as a partner establishment alongside L'Affectif wine and the 1850 restaurant.
• L'Affectif (wine)coreOthersAffectif is the estate's own biodynamic wine brand, produced and vinified by owner Jean-André Charial. Included as a complimentary offer in packages (e.g., Marie-Noëlie experience). Sold at the Baumanière boutique.
• MCP MédiationminorOthersDesignated mediator for dispute resolution as specified in legal notices. Located at 12 square Desnouettes, 75015 Paris.
• Guide MichelincoreOthersThe Michelin Guide awards and reconfirms Baumanière's star status and sustainability distinctions, which are central to the brand's positioning and marketing. Annual Michelin Guide reviews are critical reputation milestones.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Le Bristol Paris: Palace-rated 5-star hotel in Paris with 3-Michelin-starred Epicure. Closest direct comparable: 3-star restaurant inside a luxury hotel, with similar premium positioning, heritage, and Relais & Châteaux/Palace status.
• Airelles Château de la Messardière: Luxury château hotel in Saint-Tropez by Airelles (M Family Group) with estate scale, multi-restaurant format, and UHNW clientele. Comparable for Provençal luxury estate experience and curated gastronomy.
• Hôtel de Crillon (Rosewood): Palace hotel in Paris (Place de la Concorde) with multiple Michelin-starred restaurants. Comparable for multi-restaurant luxury hotel format, heritage status, and UHNW positioning.
• Château de la Chèvre d'Or: Luxury Relais & Châteaux hotel in Èze (French Riviera) with a Michelin-starred restaurant set across a hilltop village estate. Highly comparable: independent luxury hotel + Michelin dining + artisan-driven positioning in Provence/Côte d'Azur.
• La Bastide de Gordes: Luxury hotel in the hilltop village of Gordes (Luberon, Provence) with Michelin-starred restaurant and spa. Comparable for Provençal luxury village/estate positioning and Michelin dining.
• La Bastide de Moustiers: Relais & Châteaux luxury hotel in Moustiers-Sainte-Marie (Provence) led by chef Alain Ducasse, with a Michelin-starred restaurant and Provençal estate setting. Direct comparable for Provençal luxury hotel + Michelin gastronomy + estate experience.
• Hôtel du Cap-Eden-Roc: Iconic luxury hotel on Cap d'Antibes (Oetker Collection) with Michelin-starred dining. Comparable as a flagship French Riviera luxury property with multi-restaurant, multi-experience format targeting UHNW travelers.
• Domaine des Hauts de Loire - Relais & Châteaux: Relais & Châteaux luxury country hotel in the Loire Valley with a Michelin-starred restaurant. Comparable as an independent French luxury hotel with Michelin dining on a multi-hectare estate.
• La Vague d'Or - Cheval Blanc Saint-Tropez: 3-Michelin-starred restaurant at Cheval Blanc Saint-Tropez (LVMH) — one of the few peer French luxury hotels holding 3 Michelin stars. Comparable at the apex of hotel-meets-gastronomy positioning.
• Auberge du Vieux Puits (Gilles Goujon): Independent Provençal luxury inn in Fontjoncouse with 3 Michelin stars — a direct peer at the same rarified tier of 3-star French culinary destinations outside Paris.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/baumanierelesbauxdeprovence
• Instagraminstagram.com/baumaniere
• Pinterestpinterest.fr/baumaniere
• LinkedInlinkedin.com/company/baumaniere-baux-de-provence

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 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 Baumanière *****