How Club Med Is Redefining Luxury Tourism in the 21st Century
Club Med, the French resort brand founded in 1950, is undergoing a dramatic transformation, positioning itself as a leader in high-end, all-inclusive travel. According to Stéphane Maquaire, the company’s CEO since 2023, the brand’s core philosophy—focusing on shared experiences and disconnecting from daily stress—remains unchanged, but its execution has evolved. “The promise of all-inclusive is broader, denser, and more complete than ever,” Maquaire said, highlighting a 4% revenue increase in 2025 to 2.2 billion euros.
The Evolution of a Leisure Icon
Club Med’s journey from a post-war vacation pioneer to a luxury brand mirrors broader shifts in global tourism. The company’s 1997 test of Swatch’s first smartwatch at a resort foreshadowed its embrace of technological innovation. Today, its “Forever Young 2035” strategy aims to expand from 60 to 100 resorts, targeting 2.6 million annual guests. This growth prioritizes quality over quantity, with a focus on premium destinations like the Swiss Alps and Southeast Asia.
“We’re not just building resorts; we’re crafting experiences,” Maquaire explained. The brand’s 30,000 “G.O.” staff—short for “Guest Operators”—play a central role, ensuring personalized service that differentiates Club Med from competitors. This human-centric approach has helped maintain a 75% average occupancy rate in 2025, with mountain resorts hitting 90% during peak seasons.
Why Switzerland Matters to Club Med’s Future
Switzerland, a historic hub for Club Med, is central to its expansion plans. The brand’s first mountain resort, opened in Leysin 70 years ago, remains a cornerstone. Fabio Calò, CEO of Club Med Switzerland, noted that 70% of local clients travel with families, driving demand for alpine retreats. “We’re seeing a surge in summer mountain stays, so we’re opening our alpine resorts year-round,” Calò said.
The Swiss market, which accounts for 25% of Club Med’s global clientele, has recovered strongly post-pandemic. With a 5% growth in 2025, the company is exploring new alpine destinations, including the Swiss Alps and the Japanese Rockies. “Our clients want to disconnect, and the mountains offer the perfect setting,” Calò added.
How Club Med Stands Out in a Crowded Market
Unlike many all-inclusive competitors, Club Med avoids hidden fees, a strategy Maquaire emphasizes. “Our model is transparent—guests pay once and enjoy everything,” he said. This approach has resonated with travelers, particularly in Asia and the Americas, where Club Med’s presence is growing rapidly.
The brand’s innovation extends to its offerings. From family-friendly “Mini Club Med” programs to wellness-focused “Oasis Zen” spaces and padel courts in 15 resorts, Club Med continuously adapts to trends. “The mountain is our new frontier,” Maquaire said, citing planned resorts in the Alps and the Rockies as key growth areas.
Challenges and Opportunities in a Shifting Landscape
Geopolitical instability, such as Middle Eastern air route closures, has tested Club Med’s resilience. However, the company reported “two-digit growth” in winter 2026-2027 bookings, thanks to its rapid response to disruptions. “We prioritized guest safety and flexibility, which paid off,” Maquaire said.
Switzerland’s role as a test market for new concepts is also critical. The Saint-Moritz resort, undergoing a high-end renovation, exemplifies this. “We’re blending tradition with modern luxury to attract international visitors,” Calò said.
FAQ: Key Questions About Club Med’s Future
What is Club Med’s “Forever Young 2035” plan?
The strategy aims to expand the resort network from 60 to 100 properties, targeting 2.6 million annual guests. It focuses on premium destinations, including the Swiss Alps, Southeast Asia, and the Caribbean.
How does Club Med differ from other all-inclusive brands?
Club Med emphasizes transparency, avoiding hidden fees, and prioritizes personalized service through its “G.O.” staff. Its model allows guests to “travel with a free mind,” as CEO Stéphane Maquaire puts it.
Why is Switzerland important to Club Med’s growth?
Switzerland is a historic market and a testing ground for new concepts. The country’s alpine resorts, like Leysin and Saint-Moritz, are central to the brand’s expansion, with 70% of local clients traveling as families.
Did You Know?
Club Med’s first mountain resort opened in Leysin,
