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Club Med’s strategy for the Mountain of the Future

02 Apr

Club Med celebrates 2018 with an 8% increase in turnover and a 6.7% increase in attendance at its facilities. One of the group’s objectives is the internationalisation of its clientele, which is now close to 70%, with Brazil, South Africa, Taiwan and Australia leading the way.
The trend will be to take advantage of the bi-seasonal nature of the mountains by also exploring options for medium height locations that allow to diversify customers during the summer season.
In short, Club Med is “on the hunt” to find new sites that can also allow real estate development (see Valmorel or the Grand Massif) with winter and summer season, control and planning of snow, villages with charm and transformation of summer territories so as to make them attractive as they did in Austria and Switzerland, with the management of forests, clearings and service infrastructure.
Offering benefits such as E-bikes to guests will help to promote the summer season in the mountains.
Also the recovery of the spring skiing season with promotions and marketing, too often the conditions are ideal for skiing but the market no longer perceives it as attractive.
These are the big challenges for mountain tourism in the coming years, and if Club Med does so, it will be a great opportunity to make the most of them….

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