Riding the Experiential Wave
Club Med targets millennials with new all-inclusive properties in global resort, ski destinations.

Skillfully riding the experiential travel wave during one of the most successful periods in its history, Club Med will launch dozens of new all-inclusive resorts in vacation spots around the world in the next several years, highlighted by a new Dominican Republic eco-luxury resort and new properties in global ski destinations.
“We have huge plans for expansion in the coming years,” said Xavier Mufraggi, Club Med’s CEO North America and the Caribbean. “There is more and more interest in the all-inclusive segment, and with higher expectations from Millennial families who see the all-inclusive resort as a hub of experience.”
New Resort in the DR
In December Club Med will unveil Club Med Michés Playa Esmeralda in Michés, a secluded oceanfront district on the Dominican Republic’s northern coast. Part of Club Med’s new Exclusive Collection, the $100-million property will be the company’s first new North American resort in more than 40 years.
The property will feature four boutique villages, each of which will offer its own distinct, personalized experience, environment, activities and accommodations. Archipelago will be an oceanfront sanctuary for adults, while Caribbean Paradise will feature lush tropical gardens. Emerald Jungle, an eco-chic retreat, will include Zen Oasis, an adults-only facility offering spa treatments and health and fitness programming.
A Focus on Sustainability
Club Med officials are dedicated to preserving Michés’ lush palm groves and natural beauty, a policy increasingly in line with the expectations of Millennial guests, Mufraggi said. The resort will feature a tree-replanting program, a community garden where guests can learn about gardening and recycling, and an initiative banning plastic straws.
Millennial travelers look for “an experiential component built around a genuine local experience of where they are,” said Mufraggi. “Around that there are sustainability components. They don’t want to go to a place that has a negative impact on the ecosystem.”
Raising the Bar on Ski Resorts
Club Med is also expanding its ski resort business as the company benefits from a surge in interest by a new breed of Millennial ski travelers who view the activity as a centerpiece for an experiential vacation.
“The Millennial and international market aren’t going to wake up at 7:00 a.m. to go ski,” Mufraggi said. “They’re going to wake up at 8:30, have a huge breakfast with products from the region, ski until 3 p.m. and then visit the villages and markets. Then they will do their spa, then drink French white wine and dance and have fun.”
Club Med’s new Club Med Les Arcs Panorama, the company’s new flagship ski resort, debuted in December. The 433-room property, situated in Les Arcs 1600 ski resort in Paradiski, France’s largest ski domain, offers panoramic views of the Tarentaise Valley. The contemporary-styled resort features an Exclusive Collection section, La Belvédère, with 24 luxury suites and personalized facilities and services.
More by Brian Major
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