3. 2015: a new milestone in Club Med's global strategy to capture growth in the all-inclusive upscale vacation package market
-- Step up the pace of growth in fast-developing markets
With growth set to remain strong in major high potential markets such as
, Club Med is aiming for one in three customers to come from fast-developing markets by the end of 2015.
First among these will be
, which will become Club Med's second largest market by 2015 with 200,000 customers, five villages (including Guilin, the country's second 4-Trident village which will welcome its first guests in spring 2013) and a new premium resort hotel brand –
Club Med – aligned with local demand. The "
Club Med" large upscale resort-hotels will target Chinese city-dwellers looking for long weekend breaks in the countryside at relatively short distance from their home. They will also serve the meetings, incentives, conferences and exhibitions (MICE) market.
-- Continue to win market share in
and other mature markets by strengthening premium distribution, upgrading pricing policies to include a family deal with children under 6 staying free, and offering new products such as new Club Med Discovery tours and new Club Med 2 cruises.
-- Promote Club Med brand's unique spirit
In early 2013, Club Med will be launching its new worldwide brand advertising campaign to raise its notoriety, recruit new customers and promote repeat bookings.
To speed up the pace of international expansion, new distribution channels are being developed and the Group is targeting a fourfold increase in the number of Club Med shop-in-shops and franchise outlets (from 50 to 200) by the end of 2015.