White 1921

What White 1921 does

White 1921 is a luxury boutique hotel brand operating two seasonal properties in premier French destinations under LVMH Hotel Management, a wholly-owned subsidiary of LVMH (Moët Hennessy Louis Vuitton). The portfolio comprises White 1921 Saint-Tropez (7 rooms and suites on the Place des Lices, operating April–October) and White 1921 Courchevel (26 contemporary rooms designed by architect Jean-Michel Wilmotte on the Croisette in Courchevel 1850, operating December–April). Combined inventory is 33 keys across the two properties, with 13 employees supporting the operation.

The business is built on a multi-revenue model centred on accommodation (seasonal tiered pricing across Season, High Season, and Very High Season periods), complemented by restaurant services (a Louis Vuitton-branded Mediterranean restaurant led by Michelin-starred chef Arnaud Donckele and pastry chef Maxime Frédéric at Saint-Tropez), wellness facilities at Courchevel (Jacuzzi, sauna, hammam, fitness), ski services and equipment preparation, and ancillary upsells such as champagne, flowers, valet parking, and laundry. Distribution combines direct bookings through the official website (powered by Synxis for Courchevel and secure-hotel-booking.com for Saint-Tropez), telephone/email reservations, on-site bookings, and travel-agent intermediation.

Technology infrastructure consists of a Property Management System for reservations and client accounts, a secure online booking and payment platform, and a CRM that supports guest preference personalisation and shares client data across all LVMH Hotel Management properties, with pseudonymised purchase data transferable to LVMH group. Marketing is direct-to-consumer: a bilingual English/French website, Facebook and Instagram presence (white1921courchevel), email newsletter, and earned media generated through the Louis Vuitton culinary collaboration. White 1921 is privately held with no public listing or funding rounds; the brand is operated through separate SAS and SARL entities for each property under the LVMH HM holding structure.

Name

White 1921

Legal name

LVMH Hotel Management

Website

https://white1921.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

White 1921 is an LVMH-owned luxury boutique hotel brand operating two seasonal French properties — a 7-room hotel with a Michelin-starred Louis Vuitton restaurant in Saint-Tropez and a 26-room Jean-Michel Wilmotte-designed hotel in Courchevel 1850 — serving affluent leisure travellers seeking exclusive, design-forward hospitality.

Ownership category

akta.pro rank

Product category

Luxury Boutique Hotels

NAICS

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

SIC

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

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industries

Ski & Mountain Full-Service Hotels (THAGAAAJ), Beachfront & Island Luxury Resorts (THAGACAA)

Keywords

• Luxury boutique hotels
• Alpine ski resort
• French riviera hospitality
• Michelin star dining
• Wellness spa services

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Hotel Accommodation Services: Core revenue from hotel room and suite bookings at two luxury boutique properties - White 1921 Saint-Tropez (7 rooms/suites) and White 1921 Courchevel (26 rooms/suites). Pricing varies by season with different rate tiers for Season, High Season, and Very High Season periods.
2. Restaurant Services: Catering services offered within hotel restaurants, including Michelin-starred dining experience by Chef Arnaud Donckele and pastry chef Maxime Frédéric at Saint-Tropez location. Price depends on client consumption.
3. Additional Services: Upsell opportunities including champagne, flowers, and other add-on products and services. Cancellation conditions identical to the Hotel Service to which they are attached.
4. Spa and Wellness Services: Wellness offerings at Courchevel including Jacuzzi, sauna, hammam, and fitness room services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

White 1921 operates two seasonal ultra-luxury boutique hotels in France — White 1921 Saint-Tropez (7 rooms/suites on Place des Lices, open April 30 – October 3, 2026) and White 1921 Courchevel (26 architect-designed rooms on the Croisette in Courchevel 1850, open December 4, 2026 – April 4, 2027). Revenue is generated from overnight accommodation, on-site Michelin-starred fine dining (Saint-Tropez), wellness facilities (Courchevel), ski services, and ancillary guest services such as parking, laundry and valet.

Product overview

White 1921 is a luxury boutique hotel brand operated by LVMH Hotel Management, comprising two distinct properties: White 1921 Saint-Tropez (7 rooms/suites, open April-October) and White 1921 Courchevel (26 rooms, designed by Jean-Michel Wilmotte, open December-April for ski season). The portfolio offers accommodation, fine dining (including Michelin-starred chef Arnaud Donckele's restaurant in Saint-Tropez), ski services (equipment preparation), and wellness amenities (Jacuzzi, sauna, hammam, fitness). Additional services include parking, valet service, laundry, and free WiFi. Both properties are positioned as high-end hospitality experiences within their respective seasonal markets (French Riviera summer and Alpine ski destinations).

Differentiator

Problem solved

Functional benefit

Products and services

• White 1921 Saint-Tropez Luxury boutique hotel in the heart of Saint-Tropez (Place des Lices) offering 7 rooms and suites with chic and modern design, open seasonally from April to October. Includes a Michelin-starred restaurant by Arnaud Donckele and pastry chef Maxime Frédéric, operated under Louis Vuitton's culinary partnership. Targeted at affluent leisure travelers seeking a Riviera escape.
• White 1921 Courchevel Contemporary 26-room boutique hotel in Courchevel 1850 on the Croisette, designed by renowned architect Jean-Michel Wilmotte. Open seasonally December to April for the ski season and offering on-site wellness (Jacuzzi, sauna, hammam, fitness room), a Grand Salon for breakfast, dedicated ski equipment preparation, and personalized guest services.
• Restaurant Services Gourmet dining experiences at White 1921, including Mediterranean cuisine by Michelin-starred chef Arnaud Donckele and pastry chef Maxime Frédéric at the Saint-Tropez property (via Louis Vuitton culinary partnership) and breakfast served in the Grand Salon at Courchevel. Offered to hotel guests and external diners, priced on consumption.
• Wellness Centre (Courchevel) On-site wellness facilities at White 1921 Courchevel including Jacuzzi, sauna, hammam, and fitness room, available to hotel guests as a relaxing or sporting complement to their Alpine stay.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• LVMH Hotel ManagementflagshipStrategic or Co-development PartnerParent company that manages the White 1921 hotels. LVMH Hotel Management is a simplified joint-stock company with share capital of 300,000 euros, registered in Nanterre, France. The company shares client data across all LVMH HM properties to provide optimal personalized guest experiences.
• Louis VuittoncoreStrategic or Co-development PartnerLouis Vuitton has entrusted its Saint-Tropez restaurant at Hotel White 1921 to Michelin-starred chef Arnaud Donckele and pastry chef Maxime Frédéric. This gourmet partnership brings Mediterranean flavors with relaxed, welcoming, elegant spirit featured on louisvuitton.com magazine.
• Ski Service ProvidersminorImplementation/ SI/ Consulting PartnerSki Service team at Courchevel provides equipment preparation and expert services for guests, including thoughtful surprises and small attentions for skiers to start their day on the slopes.
• Jean-Michel WilmottecoreStrategic or Co-development PartnerRenowned architect Jean-Michel Wilmotte designed the White 1921 Courchevel hotel. His contemporary architectural vision shapes the 26-room property with mountain flair and modern aesthetics.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Cheval Blanc (LVMH): Sister LVMH ultra-luxury hotel collection operating flagship properties in Paris, Courchevel, Saint Barth, and other trophy destinations. Most directly comparable as it shares the same parent, similar luxury positioning, and overlapping markets in Courchevel and the French Alps.
• Aman Le Mélézin: Luxury boutique ski hotel located in Courchevel 1850, competing directly with White 1921 Courchevel for affluent alpine travelers seeking intimate, design-led accommodations. Comparable in scale and guest profile.
• Hôtel Barrière Les Neiges: Luxury hotel in Courchevel 1850 offering premium ski-in/ski-out accommodations, fine dining, and spa. Direct competitor for White 1921 Courchevel within the same ski destination.
• Cheval Blanc Courchevel: LVMH-owned flagship ultra-luxury hotel in Courchevel 1850 sharing the same parent and immediate market with White 1921 Courchevel, but at a higher price tier. Comparable for benchmarking luxury alpine hospitality within the LVMH portfolio.
• Byblos Saint-Tropez: Iconic luxury hotel in Saint-Tropez offering upscale rooms, restaurants, and spa in the heart of the village. Competes directly with White 1921 Saint-Tropez for high-end Mediterranean leisure travelers.
• Airelles (Château de la Messardière): Collection of luxury boutique hotels including a flagship in Saint-Tropez, directly competing with White 1921 Saint-Tropez for affluent Riviera travelers with similar boutique scale and high-touch service positioning.
• Le Strato Courchevel: Boutique luxury ski hotel on the Croisette in Courchevel 1850, similar in scale and exact address to White 1921 Courchevel. Direct competitor for design-conscious luxury ski travelers.
• La Bastide de Saint-Tropez: Boutique luxury hotel in Saint-Tropez offering a small number of rooms in a Provençal setting. Comparable to White 1921 Saint-Tropez in scale, location, and luxury positioning for Riviera travelers.

Broad incumbents

• Hôtel du Cap-Eden-Roc (Oetker Collection): Legendary luxury hotel on the French Riviera near Antibes, comparable to White 1921 Saint-Tropez as a flagship ultra-luxury Mediterranean property targeting the same HNW leisure segment, though at a significantly larger scale.
• Le Meurice (Dorchester Collection): Dorchester Collection luxury palace hotel in Paris offering Michelin-starred dining and design-led interiors. Broader incumbent comparable in luxury positioning, F&B signature programs, and French market presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/white-1921

Revenue estimate

Valuation estimate

Number of profiles

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 White 1921