2023-11-28
In a pivotal segment of the 2023 WTA • Xianghu Dialogue titled “Breaking the Mould&Establishing the New: Tourism Defines the Future”, Mr. Jean-Charles FORTOUL, CEO of APAC Resorts, Club Med, shared his insights on the “Cultivation of Leisure Market”.
Here are excerpts from his speech:
Club Med, a pioneer in the leisure vacation market since 1950, has a rich history spanning 73 years. Our global presence, including strong partnerships in China, has been a cornerstone of our success. Despite the Chinese tourism industry not yet returning to its pre-2019 levels, the APAC region has surpassed pre-pandemic performance in many aspects. The recovery of the tourism market, especially in China, has significantly contributed to our global progress. While outbound travel from China remains affected by factors like airline capacity, we anticipate a return to pre-pandemic levels by the end of 2024.
In anticipation of the resurgence in China’s tourism sector, we have proactively launched several key initiatives. Last year, we introduced a localized Loyalty Program specifically designed for the Chinese market, which rapidly gained over 400,000 members. We also unveiled our “Urban Oasis” resort series in locations such as Nanjing Taicang and Xianlin, equipped with facilities like banquet halls to cater to team-building events, conferences, and weddings. Additionally, our “Club Med Joyview” project has been initiated, aimed at drawing people closer to nature and enhancing their enjoyment of natural surroundings. Furthermore, we launched the “That’s L’Esprit Libre” campaign, which has successfully built brand recognition among Chinese consumers, encouraging them to embrace a more diverse lifestyle and contributing to the sustainable development of tourism.
Following the Winter Olympics, there’s been a surge in interest in winter sports among Chinese consumers. As a leader in European mountain resort vacations, Club Med is intensifying its investment in China’s winter leisure vacation sector. We are leading a new trend of integrating culture and tourism through initiatives like opening ski resorts, urban indoor skiing, ski operation, and ski lessons. We have already established resorts in China’s top winter destinations: Yabuli, Beidahu, and Changbaishan, and plan to establish seven more ski resorts.
One of our key strategies is the development of mountain resorts. Club Med’s resort footprint now extends to Lijiang, Guilin, Hangzhou, and Shanghai in southern China. We hosted cultural festivals and media events in Lijiang in May, attracting numerous visitors. Our plan includes adding 3,500 beds to accommodate more family tourists. By 2025, mountain resorts will represent 26% of our total product line, with a global guest reception capacity of 440,000 persons.
A significant factor in Club Med’s success is our global employee mobility program. Our reception services catered to guests worldwide is a crucial factor in Club Med’s success. Post-pandemic, we have dispatched 200 Chinese staff members to destinations like the USA, Europe, Korea, and Japan, offering a more diverse, international experience for Chinese tourists.