We helped Club Med understand multi-generational travellers and reshape the experience at its Sanya resort.
The challenge
Facing fierce competition from resorts and hotels, Club Med wanted to revisit its core values and communication to strengthen traction in China. It asked us to define a winning brand proposition and brand experiences that would lift the equity of its Sanya resort.
Our approach
Travel has become routine for millennial families, so we looked at three dimensions: situation, destination and mindset. Focus groups revealed two user groups, parents and children, both wanting to escape daily stress. Internal workshops with Club Med then refined the ideas against real operations.
The result
A brand position built on “meaningful play” across the whole journey, before, during and after the stay. We recommended moments that surprise and inspire children, such as play groups exploring local nature with experts, meeting the growing demand for “edutainment”.
Brand-wide figures reflect the client’s overall performance, not this project alone.
