Club Med Aims to Shift Upmarket With New Resorts and Ad Campaign
Photo Caption: A room at a property belong to Club Med's Exclusive Collection shown in 2022. Source: Club Med.
Skift Take
It's reassuring to see numerous Club Med all-inclusive resorts rebounding post-pandemic and that the company has upgraded many to attract affluent millennial parents. But some experts question its new marketing campaign and strategy.
Club Med has had more re-inventions than Justin Timberlake. But the all-inclusive brand run by Chinese conglomerate Fosun International thinks it can finally bring the sexy — and profit — back to its 70 getaways that arc from Bali to China's Hainan Island to the French Alps and Florida.
Marketing will help, it thinks. On April 4, Club Med revealed a refreshed brand identity to customers and travel agents and its ambition to become "a more premium, family-friendly, and eco-conscious experience." More on that below.
But first, let's get some financial context. Back in 2018, Fosun Tourism Group —the unit that houses Club Med — sold shares in the company. That transaction gave the tourism unit an implied market capitalization of $2.4 billion. Today its market capitalization is only $1.59 billion — a third less.
Last November, Bloomberg News reported that Fosun International was contemplating whether to sell Club Med.
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