club med
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Market
The World Tourism Organization recently confirmed that the travel industry had experienced its steepest decline ever in 2003, because of the combined negative effects of the global economic slowdown, terrorist attacks in popular tourist destinations, the war in Iraq, and the SARS epidemic in Asia. At the same time, consumers developed a stronger need to relax and escape from stress.
With only two weeks of vacation time per year, Americans are savvy consumers in search of a great value and a superior product when it comes to choosing where to go. Over 50 percent of Americans plan to travel, and 86 percent say they will travel only if they are given a deal. The all-inclusive market is one of the fastest-growing segments of the tourism industry that provides what consumers demand: a hassle-free vacation. However, with all the different kinds of all-inclusive concepts around, vacationers are left wondering what exactly is included in an all-inclusive vacation package.
Club Med has regained its leadership in this niche and relentlessly focuses on giving customers what they have been demanding. Today’s typical Club Med vacationer is thirty-something; two out of three come as part of a family. In addition, Club Med reaches out to the growing number of lone travelers, single parents, and mature vacationers. Whatever their age, a very high number of Club members — about 70 percent — return year after year to soak up the sun; meet like-minded people; indulge in some golf, tennis, or water sports; whiz down the ski slopes, or try a new sport for the first time. From the latest trends in music, entertainment, and fitness to deluxe accommodations that cater to the specific needs of its guests, Club Med combines the benefits of an all-inclusive vacation with a great price. Most important, the unique Club Med spirit keeps guests coming back for more.
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