Setting standards for new luxury

With a growing network of properties worldwide, French hotel chain Club Med has set out on a quest to reinvent the concept of luxury. Its newly designed village speckled on the coast of Mauritius tries to blur set notions about the hospitality industry. By Andrea Lopez

Traditional luxury resorts have always been highly revered. While their imposing facades and lavish interiors have left all passing through their portals awestruck and contributed to grooming a generation of guests to find comfort in this form of luxury, resorts such as these have inevitably brought with them a cold, impersonal feeling. And it isn't just the towering edifice that lends to this aura; the distance between employees and guests is also for some reason, more starkly pronounced. With changing mindsets, the hospitality industry has evolved to become more dynamic. Experimentation is the key and luxury resorts are well on their way to recreating their own brand image or altering their USPs to shed traditional stereotypes. Of course, not all have applied this strategy, but the few who have, have managed to cash in on brand loyalty more than anything.

The concept of 'new luxury'

Club Med holidays have always been associated with refined luxury, but unknown to many is the resort's desire to do away with set notions of luxury. The rustic feel of its properties validates this concept. Caroline Peuchoultres, president and CEO, Club Med, Asia Pacific says, "What we have tried to do is blur the concept of obscure luxury. Club Med builds on a concept of 'new luxury' and positions itself as a friendly, multi-cultural and upmarket brand." This is evident from the ambience, the furniture (much of it in cane, gives the entire resort a very old, rustic and pleasant feel), the cosmopolitan, multi lingual staff and the complete absence of anything to do with the elements of 'traditional luxury'. But this in no way demeans the Club Med experience, if anything, it presents guests with the unique ability to connect with the village.

Peuchoultres adds, "Our employees are termed GOs (gentle organisers) and our guests, GMs (gentle members), and there is no general manger, he is called the Chief of the Village; all in an effort to create a more human experience. Our primary focus is of course, to build on experiences, which is why we follow an all-inclusive holiday concept. It is simpler for the traveller and completely hassle-free. Our properties too have been designed keeping this concept of 'new luxury' in mind." Interestingly, most of the resorts' guests are return visitors.

Club Med has introduced its own concept of starring its properties, or 'villages', as they are called. Rather than awarding stars, the hotel awards tridents based on the size, quality of services (whether high end or average) and the clientele it caters to.

Spanning 21 hectares, and constructed at a cost of US$ 40 million, La Plantation d'Albion in Mauritius is the first and only five trident village in the world. Club Med is all set to throw open the gates of this first five trident property in December this year. Perched on the coast, the hotel has been primarily designed for couples. In keeping with the company's USP, the ambience of the hotel is very cordial. The village features 266 rooms, 30 suites and is replete with all leisure and sporting activities. The village also features the globally acclaimed Cinq Mondes spa, a cocoon of luxury in itself.

Foraying into the Indian market

With its concept of new luxury in place, the resort's leanings are towards a very niche clientele. As far as the Indian market goes, Club Med is very selective about the kinds of visitors it plays host to. Says Peuchoultres, "India is still an emerging market for us and we are looking at targeting only the upper class segment. Only the topmost strata of Indian travellers will be serviced. With a population of over a billion people, we are currently looking at attaining a target base of 2.3 million. We've only recently forayed into the Indian market and our most immediate plans are to build on developing brand awareness." As far as the Club Med brand is concerned, it is still very hazy in India. Crowned luxury is still vying for a position in the mindspace of the Indian guest. But the idea of new luxury will probably appeal more to the discerning Indian traveller.

Setting up shop in India?

With properties in Europe and other parts of Asia, Club Med is open to bringing a slice of luxury to India as well. Says Peuchoultres, "We are constantly receiving invitations to set up properties in the Asia Pacific region and the Middle East. To qualify as a potential location, the site should be exceptional; in terms of the climate and facilities available. Yes, India is on our radar and we are exploring locations in southeast India." The exact location hasn't been ascertained, but in keeping with the resort's interest in tapping the French connection, Pondicherry seems like the most likely location. So will the new property dwell on the concept of new luxury, "Most certainly," offers Peuchoultres. "As far as the Club Med experience goes, new luxury is here to stay."