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The next shift in the continuing evolution of quality throughout the all-inclusive resort sector relates to personalizing the guest experience for both couples and families. Because there is now a growing influx of family bookings, there are a lot more children on-property, so companies like Club Med are diversifying product offerings to create more age-specific areas at each resort.
“We have more and more dedicated areas for couples and areas for children,” says Mufraggi. “Because what we’re realizing is parents still like to have a nice restaurant where there are no kids, or a pool or a whole area that’s designed just for parents or couples who want some adult time without bumping into babies.”
For parents and couples, Club Med is creating peaceful new Zen Oasis areas at resorts like Club Med Punta Cana and Bali. These private adults-only areas feature dedicated facilities such as a “zen pool” with in-water lounge chairs, a lap pool, yoga palapa and wellness bar serving healthy F&B.
The Zen Oasis initiative is expanding into the room product as well. Club Med Punta Cana is developing 78 guest rooms with spa-inspired bathrooms including rainfall showers, soaking tubs, chromatherapy lighting and L’Occitane spa products.
For the kids, Club Med is continuing to develop and expand venues and activities designed for toddlers and children at different age levels. According to Mufraggi, parents sometimes feel guilty about “abandoning” their children, but if the venues and activities are compelling enough, that then drives the attraction for youngsters. In turn, when parents see that their children are engaged and excited about their time away from them, that attaches an emotional value to a brand that’s absolutely gold for hotel companies.
“Parents love it because they aren’t forcing their kids to do something, and the kids don’t want to go,” says Mufraggi. “Last time when I was with my family in Cancun, my daughter loved the evening shows, and she loved being together with her friends, so we were convincing her to stay with us. She was like, “Okay papa, okay mommy, I will have dinner with you tomorrow night, okay?’”
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