The all-inclusive pioneer says it is keen to position itself as an upscale product after decades of targeting middle-class and budget clients. 

“We’re still fighting a misconception that we’re a mass-market brand,” Charlotte Bernin, Chief Executive of EMEA at Club Med, told TTG. “However, all of our properties today are either premium or luxury.”

Club Med launched its Exclusive Collection in 2007 with La Plantation d'Albion in Mauritius, marking its official transition into the luxury sector. 

Today, the portfolio has 21 properties: six standalone resorts, nine VIP spaces inside standard Club Med villages, five villas and chalets, and one cruise ship.

The rest of Club Med’s properties reside in its ‘Premium Collection’, which is most comparable to a four-star experience.

“We have changed so much in the past 20 years,” Bernin said. “We have a fairly balanced budget, but we’re especially investing in the guest experience – the atmosphere, the shows, the festive aspects.”

Having now cemented its luxury product, Club Med wants to reintroduce itself to the UK and Ireland – a longtime leading market for the brand. 

“Our objective in the UK is to grow our trade market share on sun destinations,” explained Nicolas Bresch, Managing Director of Club Med for the UK, Ireland, and Nordics. “In the trade, we are still seen as mainly snow operators. We want to change that.” 

To challenge this perception, the operator is leaning heavily into its upcoming pipeline, which includes the launch of its first South Africa property.

Club Med

Set to open on 4th July, Club Med South Africa Beach & Safari offers a “dual-location” conception by combining a beach resort on the North Coast of KwaZulu Natal with a safari lodge in a Big Five game reserve.

“This is something that the trade really likes, because it's quite unique at the moment in South Africa to be able to have this in one package,” said Bresch. “For a travel agent, I'm not going to say it's an easy sell, but it's all-in-one.” 

As for its fam trip plans, Club Med will be taking a highly-curated approach when it comes to agent selection. 

“It's first about getting to know each other, because we want to work with the right type of agents,” Nicolas emphasised. “It’s not a matter of volume, but more of quality.” 

The industry veteran added that, due to the “unusual” nature of Club Med’s product, training for advisors will be extensive. “We have to make extra sure that they understand exactly what they’re selling, because we don't want them to sell the wrong product to their clients,” he explained. 

Club Med also offers a loyalty programme for agents, which includes a concession scheme with free stays [for those who have sold the brand] and invitations to special marketing events. “Ultimately we all have the same goal, which is to send the right holiday to the final guest,” Nicolas added.