Strong booking performance in both Singapore and Malaysia source markets for Club Med resorts in 2023 has encouraged the hospitality firm to play a bigger hand in the marketing game, with a stronger emphasis on its leadership position in premium, all-inclusive holidays for families and active couples, sustainable experiences, and unique snow vacations.

Olivier Monceau, general manager of Club Med Singapore and Malaysia, told TTG Asia in an interview that the refreshed brand identity, That’s l’Esprit Libre, will set the tone for Club Med’s efforts in marketing and guest experience design.

“That’s l’Esprit Libre strategically repositions the brand within the luxury lifestyle domain. Elevating Club Med Kiroro Peak to an Exclusive Collection resort underscores our commitment to luxury and exclusivity,” he said.

Monceau emphasised Club Med’s long-established commitment to sustainability, which has been in place since 1978 through the company’s Happy to Care promise and initiatives by the Club Med Foundation, as well as determination to “accentuate snow holidays” through tailored approaches for different guest segments.

Digital and omnichannel strategies will be prioritised, “given the digital proficiency of our target markets”, he added.

Monceau, who oversees two attractive source markets for Club Med, highlighted the 72 per cent spike in total business volume out of Singapore in 2023 compared to 2022 as well as the 40 per cent increase in business volume out of Malaysia over the same period.

Singapore was also the leading source market for Club Med’s Japan resorts in December 2023. Its first snow report for the market, issued last year, showed “promising trends”, with 38 per cent of respondents having previously experienced snow holidays; seven in 10 possessing experience in skiing and/or snowboarding; and 50 per cent spending seven to 10 days on each snow holiday.

Monceau underlined strong repeat potential in the market – 97 per cent of Singaporeans intend to take another snow holiday.

He is certain that Club Med’s ski-in ski-out resorts, varied activities, quality services, and comprehensive range of activities for children and families will continue to attract the Singapore market.

To spur bookings, Club Med runs Early Bird Sales, which enable families to gain “remarkable savings” even for travel during peak school holiday seasons.

For the Singapore market, Club Med is expanding its tailored package offerings, particularly for short stays in the Alps, and stepping up promotions of Chinese destinations to capitalise on ongoing visa-free policies.

Meanwhile, he described Malaysia as a resilient source market with promising growth, adding that there was a 41 per cent surge in client numbers.

For the Malaysia market, marketing focus is on Japan’s snow resorts as well as properties across China, Thailand, Indonesia and the Maldives, which have all witnessed increased bookings from Malaysian holiday-seekers.

Looking ahead, Monceau expects two South-east Asian openings – Club Med Borneo Kota Kinabalu and the Family Oasis in Club Med Phuket – to herald greater excitement in both Singapore and Malaysia markets.

Club Med Borneo Kota Kinabalu, opening in 2025 in a protected area, will offer nature and cultural experiences for guests. The new Family Oasis concept at the existing Club Med Phuket resort features renovated rooms, family-friendly amenities, and relevant activities.