Digital transformation and the future of travel: Aline Ducret's vision for Club Med

Aline Ducret has played a key role in guiding Club Med through turbulent times and toward a promising future. In a travel industry where digital transformation is no longer a luxury but a necessity, accelerated by the pandemic, her vision puts technology at the service of the customer experience. Three areas have benefited most: more personalized customer interactions, greater operational efficiency (remote work, global collaboration) and a data-driven market adaptability.

Adapting: remote work and digitalization

The pandemic forced Club Med to reinvent itself quickly, keeping resorts safe without giving up the experience guests expected. Several changes made it possible to keep operating:

• reinforced IT systems and teams trained on collaborative tools (video calls, project management, online storage);
• more flexibility around working hours;
• simplified online booking and virtual tours of the resorts;
• personalized marketing campaigns based on customer data;
• mobile apps that keep guests informed during their stay.

These choices showed that a smart use of technology helps a company survive, and even grow.

The power of emotional marketing

Club Med turns an ordinary holiday into an extraordinary experience by focusing on emotion:

• immersive activities designed to create lasting memories;
• personalized services powered by data analysis (tailored welcomes, adapted itineraries);
• community building among guests (dinners, activities, encounters).

Two campaigns illustrate this: "Happy First," which captures the excitement of day one and shares it on social media to build anticipation; and the family program, which brings multigenerational families closer around shared activities.

Anticipating: post-pandemic travel trends

Travelers' expectations have shifted. Four priorities now stand out: health and safety, plan flexibility, local experiences and sustainable travel.

To meet them, Club Med uses technology in the service of personalized engagement: data analysis and AI for tailored recommendations, digital services (apps, VR tours of the resorts, 24/7 chatbots), hybrid events online and offline, and a smoother stay (contactless payment, smartphone room keys, connected devices in the room). The result is memorable trips aligned with modern concerns: safety, flexibility, authenticity, sustainability.

The vision for the future: sustainability, innovation, experience

Aline Ducret envisions an adaptable Club Med built around three pillars:

• Sustainability: eco-designed resorts, renewable energy, waste management, collaboration with local communities.
• Innovation: AI for personalized services, VR tours, smart technologies (IoT) in the room.
• Exceptional experiences: data-driven personalized itineraries, an expanded wellness offering, local cultural immersion.

This forward-thinking vision keeps Club Med a leader in a travel industry undergoing profound change.

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