Resort ready

Olivier Monceau, Club Med's general manager of Singapore and Malaysia, says new generation travellers seek authentic comfort over conventional luxury, valuing premium experiences while mindful of current challenges. — Photos: Club Med

IN 1950, water polo player Gérard Blitz conceived of the first ‘all-inclusive resort’ — an escape offering reconnection, rejuvenation, and rediscovery in a weary post-war world. Together with Gilbert Trigano, he brought that vision to life with a village of tents on a beach in Majorca, marking the start of Club Med’s 74-year legacy.

With conviviality and sports at its core, the Club Med concept and brand quickly grew beyond the Mediterranean. Locations across continents, from the Swiss Alps to the Caribbean were established, including Pahang’s Club Med Cherating which opened in 1979 as its first property in Asia.

Famed as the pioneer of the all-inclusive vacation, Club Med for decades appealed to holiday-makers around the world with its signature buffets, entertainment, kids clubs and a wide range of sporting activities.

Today, it continues to uphold its spirit of innovation and continual evolution to serve the needs of the modern day traveller. Last year, it notably launched a global refreshed brand identity and new campaign, “That’s L’Esprit Libre”.

Characterised by an optimistic, carefree embrace of life in the present, the slogan represents a renewed drive towards its mission of becoming “the most desirable lifestyle vacation brand”. Along with an aggressive expansion of new openings and renovations, the brand has also moved its focus towards providing upscale resorts and experiences.

Olivier Monceau, Club Med’s general manager of Singapore and Malaysia markets, tells us that Club Med has accelerated the renovation of its resorts, with 100% of the portfolio now falling under its Premium or Exclusive Collection categories.

“The ‘L’Esprit Libre’ campaign highlights the shedding of daily stress to reconnect with simple pleasures and the joy of the present moment,” he adds.

The new brand posture can be seen in regularly updated programming of guest experiences that reflect an elevated lifestyle, along with an emphasis on sustainability within its operations and new developments.

“In Asia and globally, a new generation of travellers seeks authentic comfort over conventional luxury, valuing premium experiences while mindful of current challenges. They crave spontaneity, new experiences, and breath-taking landscapes,” he notes. “Club Med’s ‘L’Esprit Libre’ offers peace of mind and a new way of living, full of freshness, freedom and elegance.”

Elevated appeal

As a result of Club Med’s global efforts, 2023 saw strong growth and financial performance for the brand. Club Med Malaysia, in particular, boasted a 40% increase in business volume and a 41% surge in clients last year, surpassing 2019’s pre-pandemic levels.

According to Monceau, who was appointed general manager of Singapore and Malaysia in 2022 after previously serving as general manager of Russia, the exceptional result indicates resilience and growth in the local market.

“This success is largely attributed to our global upscaling strategy, with successful marketing campaigns emphasising early bird sales and tailored packages with a focus on Japan snow resorts, which have now seen a threefold increase in bookings from 2023,” he states.

Promotion of Club Med’s resorts in China, Thailand, Indonesia and the Maldives have also led to significant growth for these destinations.

“Our focus on snow holidays, sustainability, and high-quality family-oriented services, along with successful marketing strategies, has been key. With new openings and continued interest in our offerings, we expect this upward trend to persist.”

Evidently, the premium all-inclusive holiday has become increasingly attractive to tourists today, as many grow tired of the stress and work involved in travel planning. With its expertise, top-tier service, and wide range of all-inclusive resorts worldwide, Club Med is more than prepared to satisfy this demand.

“Our guests appreciate that everything they require is available under one roof, from ease of meal options to direct access to activities such as our ski-in ski-out resorts, and facilities catering to different ages. This allows them to let go of the organisation burden and enjoy every second of their time,” says Monceau.

The general manager opines that such travellers often seek human connection, whether that’s with family or like-minded fellow guests with common interests. Club Med’s resorts are especially well-placed to meet this need, with its wide array of activities serving to facilitate quality time and meaningful shared experiences.

He adds that guests today demand more when it comes to all-inclusive stays, not only in terms of quality but also personalisation options offered. Rather than the one-size-fits-all concepts typically associated with the all-inclusive segment, customers seek the ability to tailor their dining, spa sessions and cultural excursions to their own preferences.

Certain locales have also emerged as top choices for travellers in recent years.

“For Malaysians, there has been a notable shift towards international destinations such as Japan with its snow resorts,” he says. “This spurt is driven by strong momentum from the previous year and an increasing appetite for Japan’s snow experiences.”

“The new visa-free policy has also increased travel to China, while neighbouring locations such as Thailand and Indonesia remain popular. The Maldives attracts many Malaysian travellers, possibly due to improved air connectivity.”

Travel light

Having long prided itself on its exotic, sought-after resort locations that encompass mountains, beaches, forests and palm groves, Club Med has ramped up its commitment to preserving and protecting its destinations by accelerating its sustainability efforts.

Monceau shares that since 2021, all of the brand’s resorts have been awarded Green Globe certification, demonstrating their contribution to sustainability in aspects like training, construction, food and energy management, biodiversity, and local culture preservation.

Practices such as water treating and recycling, single use plastic-free programmes, and food waste reduction are some of the ways in which Club Med advances its vision of responsible tourism.

“These efforts collectively reduce environmental impact and promote sustainable operations, setting Club Med apart as a leader in eco-friendly hospitality,” he says.

In line with this environmentally conscious ethos, Club Med Borneo Kota Kinabalu, set to be opened in 2025, will constitute the brand’s first large-scale, sustainably built, BREEAM-certified beach resort in Malaysia.

Monceau reveals that the resort, Club Med’s second in the country, will feature up to 30 types of land and water sports activities and excursions that will showcase the natural and cultural wonders of Sabah.

“This premium all-inclusive resort, featuring a Club Med Exclusive Collection space, will be a pristine paradise where virgin jungle meets powdery white sand beaches and crystal-clear waters,” he shares.

Other key initiatives on the agenda for the local region include expanding the brand’s presence in Indonesia, with plans for three upscale resorts in North Sulawesi, Bali and West Java in the pipeline.

As the biggest ski resort operator in Hokkaido, the brand will continue to consolidate its leadership in the snow holiday market, with Club Med Kiroro Peak in Hokkaido soon to be elevated and reintroduced as one of the brand’s Exclusive Collection resorts.

Amidst the brand’s energetic and robust growth, the goal of delivering unforgettable, carefree holiday experiences for guests remains at its heart.

“We are committed to constant innovation and putting our guests’ satisfaction at the centre of our decisions,” Monceau says.

“Since the 50s, Club Med has led the way in creating all-inclusive experiences, providing hassle-free holidays to our guests. We are propelled by the motto of our founder: The purpose of life is to be happy. The place to be happy is here. The time to be happy is now."

This article first appeared in Star Biz7 weekly edition.