With this strong competition in hotel trade industry: could technology be an important asset?
Over the recent years, the hospitality industry or hotel trade sector, has been in constant search of a makeover. The traditional business model was deeply struck owing to the emergence of « Pure Players » and collaborative business models.
Technology changes, the transformation of the digital ecosystem, and the rise of new trends among users have all had a hand in this market turmoil. For all players in the hospitality industry, it soon became a must to initiate and successfully achieve their digital transformation as a way to defend their competitive edge.
The challenge for the hotel trade
Facing stiff competition, Club Med rolled out a strategy to move upmarket, for which they designed a plan expected to generate more value by focusing on customers and their needs.
Several projects were launched to support their business digitization. This gave birth, for example, to cross-disciplinary teams that bring together people from Marketing and the IT fields. Today, the gMDT (global Marketing Digital & Technology) division is tasked with designing solutions that are focused on users and usage patterns. As guests and travelers are increasingly embracing a digital life, the Club Med Group aims at facilitating their customer experience before, during and after their stay.
Says Jérôme Jarry from the Club Meb Product and Services division: « Over the past few years, Wi-Fi has risen to become a key competitive advantage. The availability of this service is actually considered as one of the 5 top criteria when customers select their hotel or resort ».
For Club Med, it was an inescapable fact that a connectivity solution had to be offered to their guests.
Today, with more than 66 villages in 40 countries, the brand has to provide an Internet service with the very same level of service woven into the fabric of their other offerings.