Paris-based Club Med is leaning on the success of its 73-year legacy as it continues to evolve its lifestyle vacation brand, which includes all-inclusive resorts.
Carolyne Doyon, president and CEO for North America and the Caribbean at Club Med, said in an email interview that the company is taking elements from its original foundation — strong French heritage, simplicity, Epicureanism, disconnection, nature and freedom — to establish its refined lifestyle brand.
"Our 'That’s L'Esprit Libre' campaign renews and reaffirms the optimistic embrace of life that Club Med is famed for: the art of living a happy life, with simplicity and playfulness," she said.
The company is undertaking a brand evolution that involves enhanced consumer communications as well as an expanded development strategy.
"As the pioneer of the all-inclusive concept since 1950, our rebrand allows us to look to our origins and legacy to further distinguish our product within a growing all-inclusive market," she said. "It allows us to naturally reenergize our brand, revive our personality and distinguish ourselves from the competitors as the most desirable lifestyle vacation brand on the market to attract high-net-worth professionals, eco-conscious millennials and cross-generational families simultaneously."
Club Med currently has nearly 70 all-inclusive beach and mountain resorts under its operations across more than 32 countries. Doyon said the company is moving forward on an ambitious development plan, and intends to return to the U.S. market with a new mountain resort in the next two to three years. It's also eyeing opportunities for new resorts in the Caribbean.
Worldwide, Club Med plans to grow and enhance its portfolio with three to five openings or renovations per year.
In the past year, the company opened the Club Med Tignes in the French Alps; the Club Med Kiroro Peak in Hokkaido, Japan; and Club Med Val d'Isère in the French Alps. It also renovated one of its luxury sailing yachts.
Doyon said Club Med understands the need to evolve its existing resorts to meet the expectations of today's traveler. Resorts that are currently under renovation include ones in Punta Cana, Turks and Caicos, Cancun, Martinique and Marrakech.
"These renovations range from completely new guestrooms, restaurants, enhanced children's/family facilities and wedding venues," she added.
Traveler Trends
Over the past decade, Club Med has found its travelers are looking for more premium and upscale vacation experiences. The brand found an opportunity to offer this under its all-inclusive product.
Though luxury all-inclusive resorts have been booming over the past several years, Doyon feels Club Med has characteristics that differentiate it from its peers.
This includes a footprint in highly desired destinations that have minimal tourism; a diverse number of included experiences, including more than 25 land and water sports; a variety of cuisines; and partnerships with designers to design accommodations, public spaces and restaurant menus.
Sustainability is also a key element that younger travelers and families want, she said. Through its program "Happy to Care," Club Med continues to eliminate single-use plastics, manage energy consumption, cultural preservation, food waste and more.
Growth of the Exclusive Collection
Since Club Med's inception in 1950, Doyon said the team has adapted its model to cater to a wide variety of travelers, especially through its luxury Exclusive Collection.
"One significant development that has elevated our portfolio is our Exclusive Collection, comprised of 19 luxury accommodations into four product lines: resorts, spaces, villas and chalets, and cruise," she said. "Last December, we opened our first Exclusive Collection mountain resort, Club Med Val d'Isère, offering guests with personalized services and enhanced luxury experiences."
She said that by the end of 2023, the company will have 21 properties in the portfolio.
Markets Ripe With Growth Opportunities
Doyon said her team is noticing opportunities in the Caribbean and in ski markets, including the U.S. Worldwide, Club Med has more than 20 mountain resorts across the European Alps, Japan, China and North America.
"Our objective is that once North America gets a taste of our product, they will continue to travel with us in the future and want to discover our other destinations around the world."