Club Med has opened a flagship luxury resort on the northwest coast of Mauritius as part of its strategy to target a more upmarket clientele.
The newly built five-star La Plantation d’Albion joins 80 Club Med resorts worldwide – all of which are being upgraded.
The hotel’s official launch took place last Friday. It is the chain’s second in Mauritius. Its first, La Pointe aux Canonniers, will be reopened this month after a refurb-ishment.
Club Med will roll out an international advertising campaign in January 2008 to coincide with the development of its properties. Promotional material will appear in magazines, press packs, advertising inserts and event displays, with more specific audiences targeted via websites.
“This new campaign should drive traffic to travel agents,” said Sylvain Rabuel, director of sales and marketing new markets Europe and Africa. “We believe in the added value agents offer, especially with this type of product – customers need lots of advice regarding service.
“We want 180 agents to go on fam trips to feel and live our holiday village experience.
“The top 4% of the UK’s wealthiest audience is our core market, with the top 8% being our broader target.”
Club Med head of sales UK and Scandinavia Steve O’Loughlin added: “The targeting of a more upmarket clientele adapts to changes in the marketplace as consumers become more discerning.
“This move will appeal to the needs of our existing clients as well as attracting those who have not previously associated Club Med with the luxury end of the market.”