Club Med Charts Bold Future with Sustainable Expansion and Strong Growth

HO CHI MINH CITY, Vietnam – May 27, 2026 – By Daniel Howard

Club Med, the global pioneer of the premium all-inclusive resort, has announced a robust financial performance for 2025, demonstrating significant resilience and growth against a backdrop of global economic uncertainty. The company reported a business volume of €2.22 billion, a 4% increase over the previous year, while simultaneously unveiling an aggressive global expansion plan that will see seven new flagship resorts open by 2029, signaling a confident strategy focused on sustainable luxury, experiential travel, and capturing high-growth emerging markets.

This dual announcement highlights a company not just weathering challenges but actively shaping the future of premium travel. While the broader travel sector enjoyed a record-breaking year in 2025, contributing an estimated US$11.6 trillion to the global economy, Club Med's performance—including a 5% rise in its average daily rate to €241 and an increased occupancy rate of 75.8%—indicates a successful premiumization strategy that resonates deeply with over 1.4 million travelers worldwide.

A New Blueprint for Experiential Luxury

At the heart of Club Med's forward-looking strategy is a keen adaptation to evolving consumer desires. The company is actively building its future offerings around three core trends reshaping the luxury travel landscape: "Whycation," Sports Tourism, and "Hushpitality."

"Whycation" reflects a profound shift in traveler motivation, moving beyond the destination itself to focus on the purpose of the journey—be it rest, reconnection, or personal growth. This trend prioritizes intentional, meaningful experiences over simple sightseeing. Complementing this is the rise of "Hushpitality," a concept that defines modern luxury through sensory well-being and the elimination of decision fatigue. It caters to a growing demand for serene, restorative escapes that offer a digital detox and a retreat from the noise of daily life.

Bruno Courbet, Country Director of Club Med Thailand, Indonesia, India and New Markets, noted the changing expectations from the region. "Travelers from Vietnam, Philippines, Brunei and other new markets in Southeast Asia are no longer just looking for leisure; they want active, social, and culturally rich experiences," he stated. "As we expand our footprint in 2026 with new flagship openings like Borneo, we are ready to offer these emerging markets a more vibrant way to explore unique destinations."

This philosophy is evident in the company's expansion plans, which integrate these trends directly into the resort concepts. From dedicated wellness zones that embody 'Hushpitality' to a vast array of activities catering to Sports Tourism, the brand is aiming to provide a holistic answer to the modern traveler's 'why'.

Building the Future: Ambitious and Sustainable Expansion

The company is accelerating its global expansion with a strategic pipeline of new resorts and major renovations. This ambitious roadmap is not just about adding rooms; it's about creating iconic destinations that are both innovative and environmentally responsible.

Two openings in 2026 exemplify this approach. In July, Club Med South Africa Beach & Safari will launch, offering a unique dual experience that combines a coastal resort featuring the brand's first-ever Surf School with a nearby safari lodge for Big Five game viewing. This hybrid model breaks new ground for the all-inclusive concept.

Following in November, the highly anticipated Club Med Borneo in Malaysia will open its doors. This 400-key property, set within a lush rainforest, is a landmark project in sustainable tourism. It is slated to be the Asia-Pacific region's first large-scale beach resort certified by BREEAM (Building Research Establishment Environmental Assessment Method), one of the world's leading and most rigorous sustainability assessment systems for the built environment. This certification is a core component of Club Med's broader "Happy to Care" program, which mandates that all new resorts obtain eco-certification and aims for Green Globe certification across all properties.

The expansion continues with a slate of premium and exclusive properties scheduled through the end of the decade, including:
* Club Med Koh Samui, Thailand (2028): The brand's first Exclusive Collection beach resort in Thailand, promising unparalleled luxury on a private beachfront.
* Club Med Musandam, Oman (2028): A 300-room property set against the dramatic fjord-like landscapes of the Musandam Peninsula.
* Club Med Manado, Indonesia (2029): A gateway to the world-renowned marine biodiversity of North Sulawesi.
* Alpine escapes in Tremblant, Canada (2028) and San Sicario, Italy (2028), reinforcing the brand's strong 10% growth in its mountain resort portfolio.

A Strategic Focus on Asia's Dynamic Markets

Underpinning Club Med's global strategy is a significant bet on the East, South Asia, and Pacific (ESAP) region. In 2025, this area was the company's star performer, with business volume jumping an impressive 13% year-on-year, welcoming over 300,000 guests across ten properties. This performance far outpaced the company's overall growth and aligns with broader economic data showing Asia-Pacific as the world's fastest-growing region for tourism GDP.

The strategic placement of new resorts in Borneo, Koh Samui, and Manado is a direct move to capitalize on and further stimulate this growth. The company is targeting the burgeoning demand from emerging Southeast Asian economies like Vietnam, the Philippines, and Brunei, where rising disposable incomes are fueling a new wave of outbound luxury and experiential travel.

By establishing state-of-the-art, sustainably designed resorts in these pristine locations, Club Med is not only catering to its established European and North American clientele but is also positioning itself as the premium, all-inclusive brand of choice for a new generation of affluent Asian travelers. This dual-pronged approach, combining financial strength with visionary, sustainable development, is designed to solidify Club Med's leadership in a rapidly evolving industry for years to come.