Club Med, the global pioneer of the all-inclusive resort concept, credits much of its growth to travel advisors, and so, the company is scaling trade operations as it enters yet another new chapter.
At 75 years old, Club Med is a stronghold in the industry, with guests – especially families – now returning to the brand generation after generation. Beloved properties like Club Med Punta Cana and Club Med Charlevoix in Quebec continue to be top sellers for North American travel advisors.
With Club Med South Africa Beach & Safari opening next month, and Club Med Tremblant slated for a 2028 opening, Club Med is extending its commitment to deliver on the destination-specific hospitality they’ve become known for at its mix of beach and ski resorts worldwide, while debuting in new places as well. Other new properties are in the works but yet to be announced.
Travel Market Report spoke with Frank Corzo, vice president of sales strategy, and Michelle Catin, vice president of marketing, to learn how travel advisors still play an important role in this journey and how Club Med is feeding the symbiotic relationship.
More BDMS and More Training
Last year, Club Med hired Corzo and Catin with the intention of doubling down on the company’s trade sales and forging an even stronger relationship with travel advisors. Around the same time, the all-inclusive resort operator relaunched Club Med University, its travel advisor training platform, and hired several new business development managers (BDMs) across the United States.
But that was just the beginning, as Corzo told Travel Market Report that Club Med is “in a recruiting process to bring on board more representation throughout North America.”
The company has 10 BDMs spread throughout the region, including leadership, and that number will continue to grow. Currently, there are five USA Field Sales BDMs and two MICE (meetings, incentives, conferences, and exhibitions) BDMs, as well as three sales directors, including Corzo at the helm.
“I think there’s a lot of value in meeting people face-to-face, shaking hands, and building that relationship, person to person, which I know a lot of companies have gotten away from,” he said. “As a company, we’re big on family and connecting with people. We want to make it a point that we’re connecting with people out in the field.”
In addition, as the Club Med product is ever-evolving, training resources through Club Med University, on the company’s travel advisor portal, will also be regularly updated. The program currently allows advisors to earn Club Med-recognized certificates and loyalty points to be redeemed at the company’s resorts across the globe. Club Med is open to feedback from travel advisors on how to improve it going forward, as well, Corzo said.
More FAMS to Experience the Product
Expanding trade sales means more opportunities for travel advisors to stay at Club Med properties on a FAM trip. The company typically hosts these yearly, and additional trips are in the works.
“We’re going to be doing FAM trips to South Africa, we’re going to be doing stuff to the Alps,” Corzo said. “I believe in test driving the product. And what better way to do that than on a FAM trip?”
Both Club Med’s intentional programming and Gentle Employee/Organizer (GE/O) program help to set Club Med apart from other all-inclusives, Catin told TMR. Club Med hires GE/Os to start their Club Med career in their home country, which ensures that natives of the destination are on property.
“Our model is very different from other all-inclusives in the sense that our staff interacts with our guests,” Catin said. “So you could be at a cocktail hour, and we’ll have one of our GE/Os come and accompany you, talk to you. They might ask to sit down with you for dinner. It’s another way that guests have an opportunity to experience the culture.”
There is also an emphasis on learning new skills, trying new foods, and getting off property that is best experienced first-hand, both Catin and Corzo agreed.
“We offer something very different from the typical all-inclusive; it’s not just a nice pool, it’s not just good food, it’s the interaction that our staff has with guests,” Catin said. “The feeling of flying in a trapeze at our circus school and learning new sports activities… It’s something that you have to experience, and we feel that travel advisors really need to immerse themselves in order to truly understand what Club Med is.”
