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Club Med on ski booking trends

Estelle Giraudeau, managing director for the UK and Northern Europe at Club Med, talks to Abra Dunsby about bookings and enquiries for ski, with plenty of selling tips and recommendations for the trade

How are ski bookings doing?
About 20% of our bookings are for 2020, the rest are for 2021. Before [the UK put France on the quarantine list], we were having a good pick-up for winter. In the past few weeks we’ve seen more new 2021 bookings, mainly for travel in February and March.

What trends are you spotting?
Clients are booking a mix of our usual seven- and eight-day breaks, but we’re also seeing more appetite for shorter, four- or five-night stays. We predict once clients have enjoyed their first ski break since lockdown, they might also book another shorter stay within the season. Many clients are desperate to go skiing and feel the frustration to have skipped a season.

Have you seen any recent changes to your demographic?
We’re seeing more or less the same demographic – mainly families, which account for about 70% of bookings. Group bookings are also popular.

How are you ensuring holidays are safe?
We’re working with Cristal International Standards to ensure everything is Covid-safe. For health
and safety reasons, we’ve also done away with the buffet and are offering “assisted service”, where someone serves the food.

What are Club Med’s USPs?
Our premium all-inclusive unique formula, which should be popular now Brexit is coming up as the pound might fluctuate in value. Once you’re in-resort, you don’t have to spend a penny as food, drink, entertainment, ski passes, classes and activities are included.


Our kids’ clubs are paradise for children, offering music, entertainment and snacks. We also offer babysitting and some resorts have baby clubs. There are also quiet spaces where kids aren’t allowed, so parents can relax when they want a break.


The food is another USP – we have lots of top-notch, speciality restaurants, some of which are almost Michelin-star level in terms of quality.

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