What LA FERME D'AUGUSTIN does

La Ferme d'Augustin is a privately held, family-owned 4-star boutique hotel operating 46 rooms and suites on Route de Tahiti in Ramatuelle, on the Saint-Tropez peninsula in Provence-Alpes-Côte d'Azur, France. Founded in the 1950s by Augustin and currently in its third generation of family ownership under Christophe Vallet and Marie-Laure, the property combines accommodation, a Provençal-Mediterranean restaurant (La Table d'Augustin), a poolside bar (La Guinguette), a seasonal spa operated by Swiss institute Maison Fleurs de Coton, a fitness studio, and an on-site boutique selling proprietary food and fragrance products. Its primary customer segments are luxury leisure travelers, families, wellness seekers, and food and wine enthusiasts, served predominantly through direct-to-consumer channels (website, phone, email) with secondary distribution via travel agencies and the Authentic Hotels & Cruises collection.

The property's core technology assets include the Sublio hyperionic pool — a French patented e-biotechnology exclusive to the hotel in the Saint-Tropez gulf — a SmartBooking reservation engine, SalonKee spa booking integration, Tesla Destination EV charging, and a proprietary consumer product line (NATSUC birch sugar, CONFINAT jams, Le Clos Bellevue wine and olive oil) sold through the boutique and the natsuc.com e-commerce site. Renovations carried out from 2023 through 2026 across all room categories represent a material capital investment in the physical asset.

The business model is a hybrid of nightly accommodation sales (with dynamic pricing across refundable and non-refundable rate plans), ancillary on-site spending in F&B and spa, retail margin on proprietary products, and commission/fees from third-party experience operators. The company is registered as SASU La Ferme d'Augustin, affiliated with the Authentic Hotels & Cruises collection, and reports revenue as not publicly disclosed.

Name

LA FERME D'AUGUSTIN

Legal name

SASU La Ferme d'Augustin

Website

https://fermeaugustin.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

1–10 employees

Short description

La Ferme d'Augustin is a family-owned 4-star boutique hotel with 46 rooms and suites in Ramatuelle near Saint-Tropez, France, serving luxury leisure travelers with accommodation, fine dining, seasonal spa, and proprietary wellness and food products.

Ownership category

akta.pro rank

Product category

Boutique Hotel & Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Beachfront & Island Luxury Resorts (THAGACAA)

akta.pro secondary industry

Luxury Wellness & Spa Resorts (THAGACAG)

Keywords

• Boutique hotel accommodation
• Hotel restaurant dining
• Spa wellness services
• Luxury leisure travel
• Hotel concierge services

Headquarters

HQ city

Ramatuelle

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Accommodation: The primary revenue stream from renting 46 rooms and suites ranging from Cosy (16m²) to Junior Suites (27-40m²) and signature suites (40-50m²). Pricing varies by room category, season, and rate plan. Additional guests beyond double occupancy are charged 50 EUR. The hotel offers both refundable and non-refundable rate plans with various prepayment and guarantee policies.
2. Restaurant & Dining: La Table d'Augustin restaurant serves breakfast (6:30-14:00), lunch, and dinner featuring seasonal Provençal and Mediterranean cuisine made from fresh ingredients, organic kitchen garden produce, and local fishing catches. The hotel also operates La Guinguette poolside bar (10:30-22:00) and provides 24-hour room service. No half-board option is offered.
3. Spa & Wellness Services: Maison Fleurs de Coton spa provides therapeutic massages (neuromuscular, Renata França method, Belly Revolution, prenatal), beauty and anti-aging treatments (Olivier Claire products, Kobido facial massage), open April 29 through October 11, from 9:00 to 20:00 by appointment. Spa services are available to both hotel guests and external visitors.
4. Specialty Food & Beverage Products: The boutique sells proprietary products including NATSUC birch sugar, CONFINAT jams made with NATSUC, Le Clos Bellevue olive oil and rosé wine, Authentic Hotels fragrance products (candles, room scents), and beach goods in a 'Tropezien' style.
5. Experiences & Concierge Services: The concierge desk arranges third-party experiences including boat rentals, deep-sea fishing, jet ski, paddle sports, vineyard visits, guided tours, yoga sessions, and picnic baskets. These generate ancillary revenue through partner commissions or service fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

La Ferme d'Augustin is a 4-star family-owned boutique hotel in Ramatuelle near Saint-Tropez offering 46 renovated rooms and suites (ranging from 16m² Cosy rooms to 50m² signature suites), an on-site Provençal-Mediterranean restaurant (La Table d'Augustin), poolside bar (La Guinguette), 24-hour room service, a Swiss-operated spa (Maison Fleurs de Coton), a patented Sublio hyperionic pool, fitness studio, on-site boutique, complimentary shuttle to Saint-Tropez, and curated local experiences. The property operates on a bed-and-breakfast model with dynamic seasonal pricing and serves both hotel guests and external visitors for spa, dining, and retail.

Product overview

La Ferme d'Augustin is a 4-star family-owned hotel and resort located near Saint-Tropez, offering a unified hospitality experience centered on authentic Provençal hospitality. The property comprises 46 renovated rooms and suites (2023-2026), the La Table d'Augustin fine dining restaurant, La Guinguette casual poolside bar, Maison Fleurs de Coton spa with Swiss wellness expertise, a Sublio hyperionic pool, fitness facilities, boutique retail, and curated local experiences. The hotel operates on a bed-and-breakfast model with no half-board requirement, allowing guests to dine flexibly. Core accommodation products include various room categories from Cosy (16m²) through Signature Suites (50m²), while food & beverage encompasses the main restaurant, casual dining, and 24-hour room service. The wellness vertical includes spa treatments, yoga, and the innovative Sublio hyperionic pool technology.

Differentiator

Problem solved

Functional benefit

Brands

• La Table d'Augustin: The hotel's restaurant offering authentic Provençal and Mediterranean cuisine using fresh, seasonal products from their garden.
• La Guinguette
• Spa Fleurs de Coton

Products and services

• Hotel Accommodation (Chambres & Suites) 46 rooms and suites ranging from Cosy (16m²) to Junior Suites (27-40m²) and signature Suites (40-50m²), including categories Classique, Balcon, Balcon Vue Mer, Supérieure, Junior Suites Classiques, Junior Suites Terrasse, La Charme, La Prestige, Suite Stéphanie Coutas, and Suite La Tour. Designed for luxury leisure travelers, couples, and families visiting the Saint-Tropez peninsula.
• La Table d'Augustin (Restaurant) The hotel's main restaurant serving Provençal and Mediterranean cuisine made with fresh products, seasonal vegetables from the hotel's organic garden, and local fishing catches. Open for breakfast, lunch, and dinner.
• La Guinguette (Bar & Casual Dining) Casual poolside bar and light dining open from 10:30 to 22:00, serving signature cocktails (Spritz de Ninette, Mule Fizz), mocktails, smoothies, bruschettas, tapenade, and light Mediterranean fare in a relaxed atmosphere under mulberry trees.
• Maison Fleurs de Coton (Spa & Wellness) Swiss beauty institute operated by Catherine Cerezo offering therapeutic massages (neuromuscular, Renata França method, Belly Revolution, prenatal), beauty treatments, anti-aging facial treatments using Olivier Claire products, and Kobido Japanese facial massage. Open to both hotel guests and external visitors via SalonKee.
• Fitness Room & Yoga Fitness facility equipped with NOHrD equipment including bikes, rowing machines, benches, fit balls, TRX, Bosu, and dumbbells. Offers Yoga Sculpt Yin Vinyasa classes on Tuesdays 8:30-9:30, open 7h00-21h00.
• Sublio Hyperionic Pool Balneo pool with hydromassaging jets heated to 30°C year-round, featuring Sublio French patented e-biotechnology that hyperionizes water minerals for enhanced skin hydration and cellular regeneration effects. Includes power jets, jet-stream, blower bubbles, and cascade shower.
• Boutique (Retail Products) On-site boutique selling NATSUC birch sugar and CONFINAT jams (low-calorie, glycemic index 7), Authentic Hotels fragrance products by Pierre Bourdon (candles, room sprays), and Clos Bellevue estate olive oil and rosé wine.
• Experiences (Activities & Excursions) Curated local experiences including vineyard visits and tastings (Beyond The Wine), Saint-Tropez market tours, guided village tours, beach yoga sessions, boat rentals, deep-sea fishing, jet skiing, paddle sports, and access to local events like Les Voiles de Saint-Tropez sailing regatta.
• Shuttle Service Complimentary shuttle service from 9h00 to 18h30 (from 8h30 on market days Tuesdays and Saturdays) to Place des Lices in Saint-Tropez town center, operated by hotel driver.
• Picnic Basket Service Fresh picnic baskets prepared by the chef featuring regional specialties like pissaladière, niçoise salad, mozzarella, and other light fare for consumption at the beach, on boats, or while exploring the region.

Quantifiable outcome

• 46 rooms and suites, with renovations completed between 2023 and 2026
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Authentic Hotels & CruisescoreGTM or Marketing PartnerLa Ferme d'Augustin is a member of the Authentic Hotels & Cruises luxury hotel collection. This partnership provides brand visibility, cross-promotional referrals, access to the Authentic Hotels fragrance line (designed by Pierre Bourdon), and inclusion in marketing materials such as the Authentic Hotels website and booking platform. The hotel displays the Authentic Hotels branding and sells Authentic Hotels branded products in its boutique.
• Maison Fleurs de CotoncoreStrategic or Co-development PartnerMaison Fleurs de Coton is a Swiss beauty institute founded in Geneva in 2012 by Catherine Cerezo. They operate the spa at La Ferme d'Augustin from late April through October, providing therapeutic massages (neuromuscular, Renata França method, Belly Revolution), prenatal massage, and beauty treatments using Olivier Claire products and Kobido facial massage. Catherine Cerezo is a multiple-time international competition winner. The spa is open to both hotel guests and external visitors.
• SubliocoreTechnology or IntegrationSublio is a French e-biotechnology company with a patented hyperionic water treatment system. Their technology is installed in La Ferme d'Augustin's pool, making it unique in the Saint-Tropez gulf. The system hyperionizes water minerals to a level that provides enhanced skin hydration, cellular regeneration, and hair revitalization. The partnership positions the hotel as offering an exclusive bathing experience validated by Eurofins studies.
• Beyond The Wine (Sonia)minorOthersSonia from Beyond The Wine provides vineyard visits, wine tasting experiences, and guided excursions in the Saint-Tropez region, arranged through the hotel's concierge.
• Sun ForceminorOthersSun Force provides jet ski and water sports experiences for hotel guests, arranged through the concierge.
• PEP'S SPIRITminorOthersPEP'S SPIRIT offers paddle and water sports rental services for hotel guests, arranged through the concierge.
• Marie & Frédérique (Guided Tours)minorOthersLocal guide-lecturers provide walking tours of Saint-Tropez, Ramatuelle, Gassin, and Grimaud villages, arranged through the hotel concierge.
• Marine & Yacine (Yoga)minorOthersYoga instructors who lead beachside yoga sessions at La Ferme d'Augustin, offered as part of the hotel's wellness programming.
• Yacht Club de Saint-TropezminorOthersThe Yacht Club de Saint-Tropez partners with the hotel for sailing experiences and water activities in the bay.
• Pierre Bourdon (Perfumer)coreStrategic or Co-development PartnerPierre Bourdon, described as one of the greatest contemporary perfumers, created the Authentic Hotels fragrance collection used as amenities in the hotel rooms. Products include candles and room scents sold in the boutique under the Authentic Hotels label.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cheval Blanc St-Tropez: LVMH-owned ultra-luxury resort on Pampelonne beach. The aspirational top of the Saint-Tropez luxury market; comparable guest profile and beachfront location, though at a higher price point.
• Lou Pinet Saint-Tropez: Boutique luxury hotel in Saint-Tropez (Maisons Pariente). Directly comparable 4-star-plus positioning, similar room count, and shared focus on authentic Provençal atmosphere rather than glitzy luxury.
• Hôtel Le Yaca Saint-Tropez: Family-run boutique hotel in central Saint-Tropez with comparable size and authentic boutique positioning. Targets the same affluent leisure traveler seeking charm over ostentation.
• La Bastide de Saint-Tropez: Boutique luxury hotel just outside Saint-Tropez with garden setting, restaurant, and spa — closely comparable in scale, family-run feel, and authentic Provençal positioning.
• Hôtel Byblos Saint-Tropez: Iconic luxury hotel in Saint-Tropez village (part of Maisons Pariente). Same luxury leisure guest base, similar boutique positioning, comparable room count and F&B/spa depth.
• Hôtel La Réserve Ramatuelle: Luxury 5-star hotel and spa also located in Ramatuelle near Pampelonne bay. Directly competes for the same affluent leisure guests seeking beachfront Provençal luxury, with overlapping wellness, F&B, and beach-club amenities.
• Pan Dei Palais: Boutique luxury hotel in central Saint-Tropez with similar intimate scale, spa offering, and authentic positioning targeting the same luxury leisure segment.
• Le Mas de Chastelas: Small luxury 5-star hotel in Gassin near Saint-Tropez. Comparable boutique scale, authentic Provençal atmosphere, F&B focus, and high-end leisure guest profile.

Regional players

• Tiara Miramar Beach Resort & Spa: Luxury beachfront resort on the French Riviera (Théoule-sur-Mer). Comparable in Pampelonne-adjacent luxury leisure positioning, wellness/spa focus, and Mediterranean boutique resort scale.
• Hotel Bastide de Gordes: Airelles collection luxury hotel in the Luberon (different geography from Saint-Tropez) but a strong comparable for Provence luxury boutique positioning, scale, and family/collection affiliation model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LaFermedAugustin
• Instagraminstagram.com/lafermedaugustin
• LinkedInlinkedin.com/company/la-ferme-d'augustin

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 LA FERME D'AUGUSTIN