Club Med The lowers its price for returning families - March 6, 2010
To force to go upmarket, Club Med has cut a portion of his heart to target families for whom it became too expensive. The group has certainly earned 13 000 clients last year in the villages most high-end (4 and 5 tridents), which he put on for years. But at the same time, its other sites (2 and 3 tridents), which still represent 46% of its capacity, have lost 142 000 customers, down 20% in one year. A number of families no longer afford a stay at the Club with children. The group management has decided to lower its prices for next summer.
Starting Monday, Club Med will lower its prices 5 to 19% compared to 2009 in 36 of its 80 villages, including 26 "three tridents" and 10 "four tridents.
In these clubs, families, French, Belgian and Swiss, who represent 30% of the sales group, will receive additional benefits, such as 20% reduction for teens off transport. For a family with two teenagers, count and 8 460 euros per week in 4 tridents Caravelle in Guadeloupe in early April instead of 10 620 euros last year. For a week Smir (Morocco) in mid-July, it will be 4 140 EUR 5 560 against the euro last year.
"This is not a promotion, but a structural decline in prices of 8% on average, benefits all alike, for families throughout the summer and combined with other promotions," says Anne Yannic, general manager at Club Med for France , Belgium and Switzerland (60% of sales).In this complicated economic time, our offer could be perceived as too expensive, despite the advantages of all-inclusive . In 2009, the erosion of our largest customers has affected families, who are our reason for being. We tend to talk a lot of our villages 4 and 5 tridents. In times of crisis, we recall that our range is broader, with villages 2 and 3 tridents, cheaper. "
Last summer, 34% of French families have gone to the club in receiving a promotion. Not sure that this is enough this year. Therefore, the club will launch its new offer family, dubbed "Free Family."
These efforts will have to pay? According to research firm Protourisme, the French holiday budget represents 60% to 75% of the monthly wage of a home.For 2010, households earning more than EUR 10 000 per month spend 7 300 euros on average vacation, those with incomes between 5 000 and 10 000 have a budget of EUR 4 700.
Customers in emerging countries
"Club Med can not touch a tiny fringe of the French population," said Didier Arino, director Protourisme. The problem is not about envy many families would like to afford the club, but can not afford. "Today, if the Club Med wanted to attract a larger clientele of middle managers, declining prices by 20% to 30% minimum is required, advance Didier Arino, convinced that the future of the Club can only come from emerging countries where there is a rich and new customers who "will be delighted to discover an offer upscale, different, with a French touch."