From Acquisition to Value Creation

Gassin – Gulf of Saint-Tropez | 4-Star Hotel | 37 Rooms

Acquisition • Repositioning • Technical Assistance • Hotel Management • Revenue Management • Sales & Marketing

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Located in Gassin, just a few minutes from Saint-Tropez, the Hôtel Capucines exemplifies JUMBO Hotel & Asset Management’s integrated approach to supporting and enhancing the value of a hotel asset.

From support during the acquisition process to operational management—including repositioning, technical assistance, revenue management, and sales strategy—JUMBO addresses all aspects of the property’s performance.

A project carried out with a clear objective: to unlock the asset’s potential, sustainably improve its performance, and enhance its value.

 

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THE CHALLENGE

Unlocking the Potential of an Independent Property

At the time of its acquisition, Capucines was an independent 3-star hotel enjoying a prime location in the Gulf of Saint-Tropez and a particularly attractive setting. The property had significant potential for growth, but its positioning, product offering, and performance did not yet fully reflect the value of its location.

JUMBO identified several avenues for value creation: moving upmarket, repositioning the product, optimizing the pricing and sales strategy, improving the customer experience, and expanding accommodation capacity.

 

THE STRATEGY

Reposition the hotel to boost its performance

The first step involves gradually repositioning Capucines within its market. JUMBO supports the hotel in its move upmarket and its transition from a 3-star to a 4-star property, while structuring a new operations and marketing strategy.

Revenue management, distribution, pricing strategy, digital marketing, direct sales development, and optimization of various marketing channels are implemented in tandem. This initial phase has already led to a significant improvement in the hotel’s performance and confirmed the potential for a more ambitious transformation.

+110% in revenue in one year

This growth was achieved even before the asset was fully transformed, thanks to the implementation of various operational, sales, and pricing strategies.

THE TRANSFORMATION

Rethinking the property to support its new positioning

Following this initial repositioning phase, a major transformation of the property is underway to fully align the product with its new positioning.

The Les Capucines hotel is closing for several months to make way for a comprehensive renovation and expansion project.

Working alongside the owners and various project partners, JUMBO provided technical hospitality consulting to ensure that operational challenges, the guest experience, and future performance were integrated into the design of the new property from the outset.

The project enabled a profound reimagining of the Capucines experience:

• • expansion from 26 to 37 rooms;
• • complete renovation of the guest rooms and common areas;
• • creation of a new architectural and decorative style;
• • development of new living spaces;
• • creation of a bar and a new breakfast area;
• • enhancement of the outdoor spaces and Mediterranean gardens;
• • creation of a signature swimming pool;
• • overall improvement of the guest journey and experience.

The hotel will reopen in June 2026 with a completely revitalized identity: a 4-star boutique hotel with a chic Provençal flair, combining Mediterranean authenticity, contemporary elegance, and exceptional service.

   

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OPERATIONS

Turning the New Product into Performance

The physical transformation of the hotel is an essential step, but it represents only part of the value creation process.

JUMBO also provides hotel management services for Capucines and oversees the various strategies needed to convert this new product into operational and commercial performance.

The scope of the project includes, in particular:

• • operational management of the property;
• • revenue management and rate optimization;
• • distribution strategy;
• • development of direct sales;
• • sales and marketing;
• • digital visibility and brand positioning;
• • optimization of the customer experience;
• • monitoring of performance and key management indicators.

This approach aligns the product, its positioning, marketing, and operations around a single objective: to sustainably maximize the hotel’s performance and the value of the asset.

 

RESULTS

A transformation at every level

3★ → 4★

Repositioning of the property

A move upmarket enabling the Les Capucines hotel to better capitalize on the potential of its location and market.

 

+110% in revenue in one year

Initial growth achieved through repositioning and operational optimization.

 

26 → 37 rooms

+42% in guest capacity

An expansion that increases the property’s revenue potential.

 

2026

A new generation of Capucines

A completely transformed property, repositioned within the Gulf of Saint-Tropez hotel market.

 

FROM HOTEL TRANSFORMATION TO ASSET VALUE ENHANCEMENT

The Capucines project exemplifies the philosophy of JUMBO Hotel & Asset Management: not simply managing a hotel, but leveraging all the factors capable of sustainably improving its performance and value.

Acquisition, repositioning, technical assistance, hotel management, revenue management, sales & marketing: integrating these various areas of expertise allows us to support an asset at every stage of its development.

As a result, the Les Capucines hotel has evolved from an independent 3-star hotel with 26 rooms into a fully repositioned and transformed 4-star property, now featuring 37 rooms and enhanced performance potential.

Explore the hotel’s website:  Hotel Les Capucines