Meet the Ultra-Luxury Villa Company Redefining ‘White Glove’ Travel

The ultimate luxury isn’t always what you see; it’s what you never have to think about. It’s the impossible dinner reservation secured before you ask, the yacht waiting at the dock for a private charter, and the perfectly chilled bottle of champagne that appears exactly when you want it. The logistics disappear, leaving behind an experience that feels entirely effortless.

For more than four decades, Lacure has built its reputation around delivering that level of luxury. While its portfolio includes some of the world’s most coveted private villas, the company has long understood that true luxury extends far beyond the property itself. It lives in the people, relationships, local expertise, and attention to detail that transform a beautiful home into an unforgettable experience.

As today’s luxury travelers increasingly prioritize privacy, personalization, and meaningful experiences over traditional status symbols, Lacure has evolved alongside them. By combining the exclusivity of a private villa with the service standards of the world’s finest hotels, the company creates tailored stays in some of the globe’s most sought after destinations.

We sat down with Lacure’s Co-Founder, Geoffrey Williams, and CEO, Adam Davis, to discuss the evolution of luxury travel, the value of local expertise, and why the most exceptional service is often the service guests never see.

Haute Living: Nice to meet you, Geoffrey and Adam. Lacure has become synonymous with ultra-luxury villa rentals in some of the world’s most coveted destinations. For those discovering the brand for the first time, how would you describe the Lacure experience in your own words?

Geoffrey: Lacure delivers a private villa experience with the precision and consistency of a five-star hotel. You get the space, privacy, and personality of a beautiful home, but paired with the kind of service most people associate with the world’s top resorts. 

Adam: A big part of that comes down to our team on the ground. We pride ourselves on seamless, high touch service, with the Lacure team in each destination handling every detail from arrival to departure. Guests don’t have to chase down logistics or worry about the small, finite details. It’s all taken care of behind the scenes so the stay feels effortless from start to finish.

Geoffrey: The other piece is local expertise. Everything we do is anchored in insider access and a deep knowledge of each destination. We want guests to experience the most authentic version of the place they’re visiting. That might mean a private dinner with a chef who sources from the markets that morning, access to a beach club that doesn’t take outside reservations, or knowing which quiet cove is worth the early start. It’s that combination of service and local connection that defines the Lacure experience.

Haute Living: You have built something truly distinctive in the luxury travel space. Geoffrey, what was the original vision when you founded Lacure and how has that vision evolved as the brand has grown and since Adam joined the Lacure family years ago?

Geoffrey: I founded Lacure on a simple belief, that villas should offer the same level of service, consistency, and care as the world’s best hotels. Growing up, I spent a lot of time visiting the most luxurious destinations and studying the experience (from operations to service to those small, often invisible details that ultimately define how a guest feels during a stay). That obsession with the guest experience is what shaped the brand from day one.

From the outset, the focus was never just the home itself but how the entire experience is delivered around it. The villa is the canvas, but the service, the team, and the orchestration of every moment are what bring it to life. As the brand has grown, that core philosophy has stayed constant, but the infrastructure behind it has evolved significantly.

When Adam joined the family business, he brought a fresh perspective and a forward-thinking approach that helped evolve the company while preserving the standards and values it had been built on. That partnership has been pivotal. Today, Lacure operates with a much deeper on the ground presence in each of our destinations, allowing us to control and enhance every aspect of the stay in a way that simply wasn’t possible in the earliest years. 

Haute Living: The luxury traveler identity has changed significantly in recent years. They’re more discerning and certainly more experience-driven. How has Lacure stayed ahead of those shifts in taste and expectation?

Adam: The luxury traveler today is a completely different person than they were five or ten years ago. We saw the shift early, as travelers moved away from owning luxury goods toward collecting meaningful experiences. Today’s guest isn’t impressed by a logo or a price tag. They want stories, access, and moments that feel singular to them.

Experience has always been at our core and that’s why we’ve moved beyond traditional villa rentals into crafting highly personalized journeys for every guest. We’re fortunate to have a lot of repeat clients and, over time, our team has built genuine relationships with them. We know what they value, what they like, and what makes them tick, so each stay becomes more and more tailored than the last.

Geoffrey: A big piece of staying ahead has been investing in our on the ground teams in key markets. That presence gives us the right quality control and allows us to be genuinely responsive, which is ultimately how you deliver on a service promise. Just as importantly, those local teams give our guests real insider access to the best tables, experiences, and moments that aren’t easy to find on your own. 

We’re also constantly changing the service model. Our focus is on surprising and delighting guests in ways they never saw coming. That’s what keeps the experience feeling fresh and worth coming back for.

Haute Living: The luxury villa rental space has become increasingly competitive, with new players and platforms entering the market every year. What do you think legacy and longevity mean in this industry and how does Lacure’s history give it an edge that newer entrants simply can’t replicate?

Geoffrey: We think about legacy a bit differently in this space. It’s not only about how long we’ve been around, it’s about what we’ve learned over that time and how consistently we’ve delivered for guests year after year. 

A huge part of that comes down to relationships. We’ve built long standing partnerships with homeowners, local teams, and trusted contacts on the ground in every market we operate in. That network is what allows us to deliver a truly seamless experience and it gives us a level of trust and access that newer platforms simply haven’t had the time to build yet.

Adam: The other piece is our client base. We have an incredibly loyal, repeat following and many of our guests have been traveling with us for years. We know them well at this point, which allows us to anticipate needs in a way that feels intuitive rather than scripted.

At the end of the day, anyone can curate a portfolio of beautiful homes. What’s much harder to replicate is the consistency of execution behind the scenes, the trust, the relationships, and the knowledge of how to deliver at this level over and over again. 

Haute Living: There’s no shortage of beautiful villas in the world, but Lacure’s portfolio feels especially curated and intentional. Walk us through your selection process and what separates a property that makes the list from one that doesn’t?

Adam: Our selection process is rigorous and quite technical. We have a proprietary onboarding system that includes detailed inspections, health and safety audits, villa owner due diligence, staff and service reviews, reference checks, and testimonials. Every property we consider goes through it.

Geoffrey: That onboarding process is a significant part of Lacure’s intellectual property. It’s grounded in over 45 years of experience and not something that can be easily replicated. Partnering with Fortune 500 companies has helped us sharpen it even further. We’re constantly gathering data and leveraging those repetitions to enhance the process over time.

Adam: At the end of the day, what separates a property that makes the list from one that doesn’t is whether it can consistently deliver the full Lacure experience. 

Haute Living: So much of what sets Lacure apart is the service layer that surrounds the villa itself. Can you speak to how you approach the concierge and hospitality experience and what that looks like at its very best?

Geoffrey: At Lacure, the concierge experience starts well before a guest ever arrives. It’s about understanding who they are and how they like to travel, so we can shape the stay around that from the very beginning. The groundwork we do upfront is really what sets the tone for all that follows. Because so many of our guests travel with us repeatedly, we’ve built a strong understanding of their preferences over time. 

Adam: On the ground, it really comes down to having the right people in place. We prioritize local teams who are deeply connected in their markets and able to respond in real time, because that’s what allows us to deliver top tier service throughout a stay (especially in a world where AI has been popular and there’s much less human connection now). No two days look the same and our teams are built to flex with whatever the guest needs.

Geoffrey: At its best, the experience feels seamless. Everything is easy, everything is taken care of, and the stay matches the client’s needs. When it’s working the way it should, guests don’t notice what goes on behind the scenes! 

Haute Living: Your clientele is among the most sophisticated in the world. We hear you’ve worked with prominent CEOs, celebrities, royalty, and tastemakers. Without naming names, what do your guests consistently tell you they value most about traveling with Lacure?

Geoffrey: Our guests are all about service and it’s the people that really make the stay a success for them. The villa can be exceptional, but what they remember and talk about when they get home is the team. It’s the house manager who set the perfect tone, the chef who remembered their dietary preferences, the concierge who made something seemingly impossible happen on a Sunday afternoon in St. Barth’s. The list goes on. 

Adam: What they’re really looking for is someone they can trust to make the entire experience seamless, from the moment they book to the moment they leave. We also hear a lot about the sense of security our service provides, especially when guests are traveling internationally or celebrating a big milestone. They want to know there’s someone genuinely accountable on the other end and a dedicated person who knows the property, knows the island, and will simply get it done.

Haute Living: St. Barth’s is one of the most iconic islands in the world and you have been a key player in the destination for many years. Tell us about Lacure’s recent “on the ground” expansion on the island.

Adam: St. Barths has always been an important market for us, but we recognized that to truly deliver and live up to our standards, Lacure needed to move to a fully integrated, on-the-ground operation.

Today, we have dedicated teams on the island across operations, maintenance, and concierge. Nothing is outsourced and that allows us to be far more responsive and consistent in how we deliver service throughout a guest’s stay.

Geoffrey: It also gives us much stronger local access. Our team lives there, they’re deeply connected to the community, and that translates directly into better experiences for our guests.  Ultimately, this expansion is about owning the experience end to end. St. Barth’s is a highly competitive market, but we saw a clear opportunity to bring our full hospitality model to the island. 

Haute Living: Beyond its travel identity, Lacure feels like a modern lifestyle brand. The branded gifts you have created over the years are stunning. Are there additional categories (yachts, private aviation, branded experiences) where you see the brand extending naturally?

Adam: Absolutely. While Lacure is anchored in travel, we’ve always been laser focused on lifestyle and how our guests experience the world more holistically. Branded experiences are a natural extension for us. That includes curated events, thoughtful partnerships, and the kinds of moments where our villas serve as the backdrop but the experience itself is what guests remember. It’s a space we’re investing in more and more.

Geoffrey: Ultimately, we want to understand our guests’ preferences beyond the walls of the villa and create things that bring our community together in a way that feels aligned with how they already live and travel. That’s where the brand naturally wants to go next. 

Haute Living: The concept of “home” is central to what you offer. How do you ensure that a 10 bedroom estate feels intimate and tailored?

Geoffrey: Every villa in our portfolio has been personally visited and vetted by our team. A 10-bedroom estate can easily feel like a hotel if the staff treats it like one. So what we look for, and what we train for, is a team that reads the room. People who know when to be present and when to disappear. That instinct is everything.

Adam: Before a guest arrives, we already know who they are. We know if it’s an anniversary, a multigenerational family trip, or a group of friends reuniting after years apart. That context shapes the welcome, the staffing, the itinerary, and all the small details that make a space feel like it was set up specifically for them.

Geoffrey: “Home” really is the right word, because what we’re trying to do is remove the friction that makes a large property feel impersonal. When the chef knows how you take your coffee, when the house manager greets you by name, when nothing has to be explained twice, that’s when a 10-bedroom estate stops feeling like a rental and starts feeling like it’s yours.

Haute Living: Geoffrey and Adam, you’re clearly both deeply passionate about this world. What does luxury travel mean to each of you personally and is there a destination or property in the portfolio that holds a special place for you?

Geoffrey: For me, luxury travel is about escaping the chaos and embracing freedom. It’s about skipping the lines and avoiding crowds. Everything is seamless and easy. I crave independence and experiences that feel exclusive, staying in stunning places that pamper me with comfort with innovative and healthy dining choices. I never want to feel rushed and this is made possible by a high level of service, operational excellence, and attention to detail. I’m always looking for that. I want my stays to rejuvenate and recharge me and restart my internal battery. Leamington Pavilion in Barbados is my personal favourite villa and Anguilla is my favourite Caribbean Island. Having St Barth’s next door is a huge attraction for a quick getaway for a European vibe.

Adam: For me, it’s villas and hotels that are clean, comfortable and well designed and laid out. Comfortable for me means spaces that are well planned. New doesn’t always mean good design and old doesn’t mean bad design. And who doesn’t love great service?! A villa with a concierge, a butler, a private chef, housekeeping and beyond. We have villas that make you question why you leave the villa at all. Recently I’ve had memorable stays at both Kiko and Crystal Springs in Barbados.

Haute Living: Looking ahead, what’s next for Lacure? Are there destinations on your radar, or a next chapter for the brand that you’re excited to share?

Geoffrey: A lot of where we go next comes down to customer demand. We made a big push into St. Barths this year and continue to prioritize Anguilla, Turks & Caicos, and the South of France. Those signals from our guests are really what guide our investment decisions.

Beyond that, we’re actively looking at ultra high net worth destinations in the US, including California, as well as additional expansion across the Caribbean, though we’re extremely particular there. We’re also tracking demand signals across Europe and continuing to invest in and around our France business and neighboring markets.

Adam: We’re building and buying in the markets our customers ask for. We want to go where the demand is and we’re focused on core destinations that are evergreen vacation markets. We’re not interested in chasing trendy spots because we invest heavily in each market we enter, building infrastructure and putting full on-the-ground teams in place. That kind of commitment only makes sense in places we believe in for the long haul.

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