Three years ago, Club Med decided to organize. To develop insights, the Vacation Destination Business has set up about building a global data factory with information collected from 1.5 million customers, 25,000 employees and artificial intelligence (AI).
At the heart of this vision was his desire to match what he described as Club Med's “unique lifestyle promises, human-centered hospitality.” Henri Giscard d' Esteinthe president of the recently held Club Med Viva Tech 2025 Meeting in Paris.
“There's an extraordinary data quality as 73% of our customers come directly to us,” says Giscard D'Staing.
today, Resort The chain processes almost 5 million data points real time Through an integrated business model.
The next steps were: build Technology Infrastructure I need it Use this data Effectively.
“For the past two years we have invested in building an AI and agent platform, which has increased efficiency and improved experience across operations, from HR to CSR. [corporate social responsibility]Ghisker d'Estein said.
He highlighted three important AI-driven initiatives as examples of this transformation:
The first GM Copilot is Club Med's first intelligent sales assistant. The company has found an opportunity in Brazil – the The second biggest Later France Market – where WhatsApp was the tool used to plan and book trips. By integrating WhatsApp into the booking process, Club Med aimed to reach customers who are active. The service was then expanded to 12 markets.
The results were specific: whatsapp channel the result 12,000 conversations in 12 markets a Monthly, 30% of the process is already fully automated.
Meanwhile, 40% of these interactions took place when ClubMed's call centres were closed, creating “additional business opportunities and client contact.”
The second example, Go Match, addresses one of the company's most complex challenges: managing a seasonal horde of employees. “Gentils Organisaturs,” a French term meaning elegant host.
Seasonal rotation and Movement Employee'sthe placement of talent is important, complicated.
“A happy team makes happy clients,” Giscard D'Estaing said.
Club Med's Go Match uses machine learning and automation to efficiently assign employees based on skills, language and Other standards.
In the current season, 40% of GOs are allocated by the system. The HR team “is 25% of the time and is now used for more strategic tasks and, more importantly, for personal and direct contact with GOS,” said Giscard D'Estaing.
The third innovation consists of two AI tools. Gentil Writer and image indexing tool. Giscard D'Estaing said the company built its own because the ready-made AI tools don't fully acquire the language style and brand image of Club Med. The image tool works with Gentil Writer to create content that is “accurately aligned with our tone,” he said.
Together, these two AI solutions “increase efficiency by 10 times” in content management, says Giscard D'Estaing.
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Use AI in-house
The use of AI to translate various areas of the hospitality business is consistent with the findings of the PYMNTS Intelligence Report.Strategic genai integration unlocks higher ROIs in CMOs. ”
The report states CMOS (Chief Marketing Officer) I said They see a higher ROI from strategically integrating the generated AI. Companies reporting “very positive” ROIs are leveraging technology in more ways than others. This is an average of seven tasks compared to three tasks.
Plus, almost all CMOs admit The importance of Using Technology for customer experience and market research. What matters is important use According to the report, product marketing generation AI positioning CMOS brands.
That's what Club Med does. At the root of that effort is its commitment to ethical and sustainable AI.
“Our strategy is fixed in ethics,” Giscard der Estein said. The company has established “AI principles reviewed quarterly for fairness, transparency.” and Privacy compliance. ”
Club Med not only matches the EU AI law, but also has a “specific development” partnership We use Thales and Google to ensure sensitive HR data. ”
Sustainability is another cornerstone.
“Each of us Leadership The model is measured by economic costs and its carbon footprint,” he said.
Education and high-class skills are also a priority. “Over 800 staff are trained with AI. My own A safe tool… There are 80,000 queries from nearly 2,000 employees and leaders.
Giscard D'Estaing emphasized that AI is just as much about leadership as it is about technology.
“Artificial intelligence is more than just technical expertise. Clearly, and even more in the future, but knowledge is done by machines and it affects the management attitude that should focus on leadership,” he said. “Now, everything is about what is understood and integrated by the strategic vision of our leaders.”
However, despite the fact that Club Med is all in advanced technology, “I am Personally Organizations believe that AI can only be used effectively if they can complement human strengths,” said Giscard D'Estaing.
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