Club Med on ski booking trends
Estelle Giraudeau, managing director for the UK and Northern Europe at Club Med, talks to Abra Dunsby about bookings and enquiries for ski, with plenty of selling tips and recommendations for the trade
How are ski bookings doing?
About 20% of our bookings are for 2020, the rest are for 2021. Before [the UK put France on the quarantine list], we were having a good pick-up for winter. In the past few weeks we’ve seen more new 2021 bookings, mainly for travel in February and March.
What trends are you spotting?
Clients are booking a mix of our usual seven- and eight-day breaks, but we’re also seeing more appetite for shorter, four- or five-night stays. We predict once clients have enjoyed their first ski break since lockdown, they might also book another shorter stay within the season. Many clients are desperate to go skiing and feel the frustration to have skipped a season.
Have you seen any recent changes to your demographic?
We’re seeing more or less the same demographic – mainly families, which account for about 70% of bookings. Group bookings are also popular.
How are you ensuring holidays are safe?
We’re working with Cristal International Standards to ensure everything is Covid-safe. For health
and safety reasons, we’ve also done away with the buffet and are offering “assisted service”, where someone serves the food.
What are Club Med’s USPs?
Our premium all-inclusive unique formula, which should be popular now Brexit is coming up as the pound might fluctuate in value. Once you’re in-resort, you don’t have to spend a penny as food, drink, entertainment, ski passes, classes and activities are included.
Our kids’ clubs are paradise for children, offering music, entertainment and snacks. We also offer babysitting and some resorts have baby clubs. There are also quiet spaces where kids aren’t allowed, so parents can relax when they want a break.
The food is another USP – we have lots of top-notch, speciality restaurants, some of which are almost Michelin-star level in terms of quality.
Are there any plans to open new resorts?
We’re opening at least one new ski resort every year. We’ll open one in La Rosiere in the French Alps this December, then next year we’re opening one in Charlevoix, Canada, both for summer and ski. We’re also exploring an opportunity in Utah.
What else is new?
We’ve increased the number of chalets in Samoens as part of our Exclusive Collection luxury range. The private chalets come with a butler who will take care of everything, from food to activities.
What resort do you recommend for beginners?
Alpes D’Huez, which is our top seller in the UK and reopened as a four-trident resort last winter. You’re almost guaranteed sun here, making it ideal for beginners who don’t want to spend all day skiing and want to relax, take walks or do other activities. It also has an indoor and outdoor pool, spa and a large terrace.
And for advanced skiers?
Val Thorens. It’s the only ski resort where we don’t offer free ski classes to kids under 12, so it’s suited to adults and teens. The ski terrain is great for advanced skiers, with lots to explore including off-piste.
What about your Italy resorts?
We have two; Cervinia is on a glacier and snow is guaranteed as it’s very high. It’s for hardcore skiers and is popular with Brits. Pragelato is a family resort because it offers chalet accommodation and is more about enjoying the Italian dolce vita, serving delicious local food.
How are you working with the trade?
The trade is a big part of our business and the partnerships we have are extremely important to us. At the start of lockdown, it was hard to cope with the overwhelming amount of requests, and I apologise to trade partners regarding the pace of our refunds and cancellations.
We’ve now caught up with refund requests and have had some very positive conversations with our trade partners about the future. We’re running regular webinars with agents and consortia, and are preparing to start agent visits again for those who are happy to do so.
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Place of registration: England and Wales.
Company number 08723341.
Registered address: 6th Floor, 2 London Wall Place, London EC2Y 5AU
