CLUB MED is going to ‘Anglicise’ its all-inclusive product in an effort to double sales from its English-speaking markets by 2004.
The all-inclusive French giant currently carries 30,000 British holidaymakers annually, mainly to its Mediterranean resorts. Another 10,000 Britons visit its European ski villages. A combination of aggressive promotion and cultural adjustments will take place next year to ensure the increase in numbers.
From 2000, English will be the language of reference at all Club Med resorts, instead of French.
In addition, clubs in destinations popular with British visitors, such as St Lucia, the Bahamas, Cuba and a range of European destinations, will be adapted to meet English tastes.
This will include a new meet-and-greet service at the airport, Anglicised or local cuisine, native English speakers on reception and children’s clubs and entertainment that appeals more to British tastes.
In addition to this strategy, Club Med managing director Alec el Kayem said the operator will slowly be moving towards turning into a leisure company, not just a holiday company.
“We are increasingly going to capitalise on what we call the ‘Club Med Lifestyle’.
“We know that our customers are already choosing the Club Med experience, rather than just an all-inclusive holiday, so we will soon be selling Club Med clothes and other merchandise which are all part of that lifestyle,” he said.
“A big promotional campaign that involves working closely with independent agents among others kicks off very shortly,” added el Kayem.
Club Med has two new villages for 2000, at Kabira in Japan and at Nosy Be in Madagascar, an island off the coast of East Africa, bringing its total number worldwide to 122. A third ski village in the French resort of Meribel was also new to the winter 1999/2000 programme.
Villages are graded with two, three or four tridents. Two tridents denotes hotel or bungalow-style accommodation, three tridents are classical Club Med villages, while four tridents offer the highest standard of comfort.
There is also a Straw Hut category which offers the original Club Med concept of back to basics and away from civilisation. These budget villages are located in destinations as varied as Italy, Tunisia, Croatia and Israel.
“Most of our British guests tend to choose either the three or four trident villages. Greece and Turkey are proving particularly popular for 2000,” said el Kayem. Club Med’s traditional market is still families, particularly in the Mediterranean.
The majority of its villages offer comprehensive children’s facilities with each age group from four months to 13 years catered for with specialist Children’s Clubs. Seven of its villages have been designated adult only, however, and are recommended to singles and groups of friends.