Club Med is strategically intensifying its focus on trade partnerships, aiming to deepen its engagement with agents in the UK.
Aiming for a 10% increase in revenue for 2024, the operator is expanding its outreach through targeted fam trips, training, and enhanced marketing support.
Club Med’s initiative to strengthen trade focus involves organising 15 fam trips for 120 UK agents. This strategic move underscores the importance of agents, with a third of UK revenue attributed to these partnerships. Such initiatives are poised to not only boost revenue but also enhance agent relationships and knowledge, essential for promoting Club Med’s all-inclusive resorts effectively.
Club Med has bolstered its trade marketing budget significantly, evident in the establishment of a dedicated contact centre.
The organisation now boasts a full team of four account managers, aimed at providing comprehensive support and resources to trade partners.
In addition to fam trips, Club Med is investing in more face-to-face training and webinars, further enabling agents to become well-versed in selling the brand’s unique holiday experiences.
The UK market stands out with remarkable growth, showing a 30% revenue increase from pre-pandemic 2019 and a 17% rise over 2022.
These figures follow a strategic pivot towards luxury, with the final phase of refurbishments commencing at Serre-Chevalier, France.
This upscale shift is expected to yield high satisfaction and return rates, enhancing Club Med’s brand appeal and attracting new clientele.
Consumers are increasingly spending on value-driven holidays, with all-inclusive bookings allowing price security.
According to Browaeys, clients appreciate the ability to secure costs ahead of time, enhancing the attractiveness of Club Med offerings.
Club Med’s intensified trade focus is set to yield substantial benefits, leveraging strategic partnerships, innovative customer assurances, and market expansion.
By cultivating strong agent relationships and ensuring a robust pipeline of offerings, the brand is well-positioned to achieve its ambitious growth targets in 2024.
