As the global leader in the all-inclusive resort model, Club Med attributes a significant portion of its expansion to travel advisors. Consequently, the company is enhancing its trade operations as it embarks on another exciting phase.
Celebrating its 75th anniversary, Club Med stands as a formidable entity within the industry, with guests—especially families—returning to the brand through multiple generations. Popular locations such as Club Med Punta Cana and Club Med Charlevoix in Quebec remain top choices for North American travel advisors.
With the highly anticipated opening of Club Med South Africa Beach & Safari next month, alongside the 2028 launch of Club Med Tremblant, Club Med is reaffirming its dedication to providing destination-specific hospitality that has earned them widespread acclaim at their diverse beach and ski resorts globally, while also venturing into new areas. More developments are in planning, though they have not yet been disclosed.
Travel Market Report engaged with Frank Corzo, vice president of sales strategy, and Michelle Catin, vice president of marketing, to explore the ongoing importance of travel advisors in this journey and how Club Med nurtures this mutually beneficial relationship.
Expanded BDMS and Enhanced Training
Recently, Club Med appointed Corzo and Catin with the objective of intensifying the company’s trade sales and deepening its collaboration with travel advisors. Around the same time, Club Med University—the training hub for travel advisors—was relaunched, and numerous business development managers (BDMs) were recruited across the United States.
However, this is merely the initial step, as Corzo revealed to Travel Market Report that Club Med is “currently in an active recruitment phase to enhance our representation throughout North America.”
The company employs 10 BDMs across the area, including its leadership team, and this number is expected to rise. Presently, there are five USA Field Sales BDMs, two BDMs for MICE (meetings, incentives, conferences, and exhibitions), alongside three sales directors, including Corzo in a leadership position.
“I believe there’s immense value in personal interactions—meeting face-to-face, shaking hands, and establishing relationships personally, which many businesses seem to have moved away from,” he explained. “As a company, we prioritize family values and personal connections. We aim to ensure that we are actively engaging with people in the field.”
Furthermore, as the offerings at Club Med continue to evolve, training materials available through Club Med University on the travel advisor portal will also see continuous updates. The program currently allows advisors to obtain Club Med-accredited certificates and earn loyalty points that can be redeemed at the resorts worldwide. Corzo mentioned that Club Med is receptive to input from travel advisors about how to enhance this program in the future.
More FAM Trips to Experience the Product
The growth of trade sales creates increased possibilities for travel advisors to experience Club Med properties through Familiarization (FAM) trips. The company typically organizes these annually, and further trips are being planned.
“We plan to conduct FAM trips to South Africa and the Alps,” Corzo shared. “I firmly believe in sampling the product firsthand. And what better method to do this than by embarking on a FAM trip?”
Club Med’s distinctive programming, along with the Gentle Employee/Organizer (GE/O) initiative, distinguishes it from other all-inclusive offerings, as explained by Catin to TMR. Club Med employs GE/Os who start their journey within the company in their home nations, ensuring the presence of local culture among the staff.
“Our operational model significantly differs from that of other all-inclusives because of how personally our staff connects with guests,” Catin stated. “For instance, during a cocktail hour, our GE/Os might join you, engage in conversation, or even invite you to share a meal. This provides guests with a unique way to immerse themselves in the local culture.”
There is also a strong focus on adopting new skills, sampling diverse cuisines, and engaging in off-property activities that are best understood through personal experience, both Catin and Corzo affirmed.
“We present something truly distinctive compared to conventional all-inclusives; it’s not merely about having a pleasant pool or great food, it’s the personal touch from our staff that truly matters,” Catin highlighted. “Experiencing the thrill of trapeze flying at our circus school and learning new sports… It’s a journey that needs to be lived, and we firmly believe that travel advisors must fully immerse themselves to genuinely grasp the essence of what Club Med represents.”
Fonte: Travel Market Report
