We helped Club Med understand multi-generational travellers and reshape the experience at its Sanya resort.
The challenge
Club Med wanted to reposition its core values and communication to strengthen traction in the Chinese hospitality market.
Our approach
Focus groups revealed two user groups, parents and children, both wanting to escape daily stress. Internal workshops with Club Med refined ideas against real operations.
The result
A brand position built on ‘meaningful play’, with moments across the journey that surprise and inspire children, meeting the growing demand for ‘edutainment’.
37.9%group annual revenue growth
RMB 572Moperating revenue
73%occupancy rate
Brand-wide figures reflect the client’s overall performance, not this project alone.
