Celebrating its 75th anniversary, Club Med rebrands for luxury and expands its range of mountain resorts.
Club Med Embraces Luxury: A New Era for the Iconic Resort Brand
In a significant shift, Club Med, the renowned French all-inclusive resort brand, is focusing on premium and luxury offerings to attract discerning high-end customers. This strategic move has revitalized the brand's image as a luxury all-inclusive resort provider.
Club Med, which has been in operation for 75 years, is growing its bed capacity by 5% in the premium and luxury category. The brand, known for its equality-designed approach where everyone enjoyed the same amenities free of charge, is now realigning its portfolio to focus on a luxury-oriented customer.
One of the most notable changes is the launch of luxury-focused resorts such as Club Med Michès Playa Esmeralda (an Exclusive Collection resort in the Dominican Republic) and Club Med Québec-Charlevoix, the first all-inclusive mountain resort in Canada. These resorts cater to affluent clientele seeking unique, high-end experiences.
Club Med is also emphasizing sustainability by constructing new resorts to strict BREEAM standards and achieving Green Globe certifications for existing properties. This aligns with the values of environmentally conscious luxury travelers.
The renovation at Club Med Gregolimano in Greece, which cost $32 million, has upgraded interiors with the help of interior designer Jean-Philippe Nuel. The resort now boasts an adults-only pool, padel courts, and spa wellness areas, adding to its luxury appeal.
Club Med's winter destinations are especially popular, with British travelers expressing a strong interest, according to an article in The Telegraph. The brand has made great strides in growing its winter vacation resorts, which now account for 35% of its global business. A new resort at Versant Soleil of Mont Tremblant in Canada is planned for a December 2028 opening, adding to its winter portfolio in the region.
Club Med is also working to change the all-inclusive image by offering adult-only pools without a bar, such as the new pool at its resort in Greece. The company's latest numbers show a 7% increase in business volume last year, reaching $2.38 billion.
In North America, Club Med has seen a 5% year-over-year increase in business volume, with the majority of guests being French. However, there has been a notable increase in American guests at Club Med Québec Charlevoix and French Alps resorts, with a 16% increase in business volume among American guests.
Club Med is also leveraging technology to reach a wider range of customers. The brand is using home-grown tech tools like a WhatsApp channel with AI and a comparison tool to make booking and planning vacations easier and more accessible.
With its focus on luxury, sustainability, and technology, Club Med is poised for continued growth, especially in key regions like North America, which is now one of its most lucrative markets. The brand's Exclusive Collection, which represents a "five-star" portfolio, includes resorts, vacation villas, mountain chalets, and a French sailing yacht named Club Med 2. Club Med Cancun now offers a new sports and wellness island with various activities, further enhancing its appeal to high-end customers.
In conclusion, Club Med's strategic shift towards premium and luxury resorts has significantly enhanced its market positioning and appeal to high-end customers. By focusing exclusively on upscale properties and delivering exclusivity and sustainability, the brand is attracting and retaining discerning high-end customers, making it a leading player in the luxury all-inclusive resort market.
- In the new era of Club Med, the brand has expanded its horizon beyond traditional all-inclusive resorts, with a focus on best all-inclusive Mediterranean resorts like Club Med Gregolimano in Greece, aiming to provide the best Mediterranean island experiences for summer travel in 2025.
- As Club Med continues to grow, it invests in finance and technology to revolutionize the lifestyle and business aspects of luxury travel, offering business travelers the best family vacation options with their Exclusive Collection properties, creating a unique blend of luxury, sustainability, and innovation.
