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Club Med’s Pioneering Engagement Strategy Creates Digital ‘Journey to Happiness’

June 19, 2013 Corporate No Comments Email Email

Club Med – the original all-inclusive resort company with 78 properties worldwide – is bringing the customer experience to the next level with its innovative digital marketing initiatives. 

Since the March launch of the new worldwide brand campaign, Club Med rapidly accelerated actions to support its industry-pioneering connected marketing strategy. Fans have enthusiastically responded, as evidenced by 500,000 views on YouTube and an eight percent boost in Facebook fans and Twitter followers – all this in only a few weeks time. During the same period, there was a 250x250TICBannerdramatic spike in user engagement across all social media channels. Additionally, the strategy sharply increased mobile platform traffic by 300 percent and tablet-generated revenues more than 37 percent over last year, ensuring consumers are thoroughly engaged with the brand at every online touch point. Club Med continues to exceed the expectations of today’s consumer through its new brand campaign brought to life with its efficient and thorough mobile ecosystem.

Interactive and participative initiatives play a major role in Club Med’s engagement strategy surrounding “happiness,” a philosophy that’s been in the brand’s DNA for the past 60 years. Club Med recently revealed a new tagline, “And What’s Your Idea of Happiness?” a thought-worthy, open-ended tagline inviting people to ponder and share their own ideas of happiness on the web page, while the brand carefully listens, engages and fulfills “ideas of happiness” for fans around the world.

Inviting consumers to be more participative is just one step Club Med has taken in its connective marketing approach. Ensuring visibility and ease of access across every mobile channel is another strategy, whether on the user’s phone, tablet or other mobile device. Today’s customer is connecting with brands via multiple channels, and now Club Med gives customers the opportunity to connect across a successful and viable mobile eco-system. As a dynamic mobile brand, its innovative free travel iPhone/iPad app also won the 2013 Readers’ Choice Award for Best Hotel App and was recognized by Conde Nast Traveler as one of the top hotel apps not to miss.

“No brand has this strong of an infrastructure or has evolved this quickly on mobile platforms,” said Jerome Hiquet, Vice President of Marketing and Digital for Club Med. “We are impressed by how fast customers have acclimated to this evolution, as 35 percent of our global traffic today is generated via mobile devices.”

Club Med adds another new marketing and digital innovation to their ever-expanding portfolio with the launch of a pricing calendar. The pricing calendar found on each property web page is designed to streamline the process of finding the perfect all-inclusive vacation while emphasizing flexibility and enabling guests to quickly view and book the lowest rates for the days and months ahead at the property of their choice. This easy-to-use tool is Club Med’s first step in the worldwide process of revamping their entire booking engine.

“We are the only brand in North America’s all-inclusive market to offer this level of pricing transparency to the consumer,” continues Hiquet. “A great deal of time and effort has been invested into integrating the unique needs of our customers, and we are thrilled about the benefits it will bring to all parties involved.”

Through each new online initiative, Club Med strives to create a seamless, engaging and exciting digital journey for travelers everywhere. From the initial searching and booking process, to the on-site experience at any one of the unparalleled Club Med resorts worldwide, and even the return home, the legendary brand continues to innovate and improve the entire journey.

For more information or to make a reservation, visit, call 1-800-ClubMed or contact your preferred travel professional. For an insider look at Club Med, follow ClubMedOfficial on Facebook and Twitter and subscribe to our YouTube channel at ClubMedNorthAmerica. Check out Club Med’s free innovative travel app for iPhone and iPad at

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