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Originating in France, Club Med has become synonymous with all-inclusive resorts worldwide, spanning five continents and connecting millions of families with their vacation memories. Carolyne Doyon, President of Club Med North America, spearheaded the brand's transformation from a vacation option to a lifestyle, returning travel to its essence of connection and authenticity. This issue of *Supreme* magazine has the opportunity to speak with Carolyne Doyon about AI, family, the pandemic, management style, vacation philosophy, and her perspective on the important Chinese market.
How do you balance the seemingly contradictory brand spirits of "inclusivity" and "premium" while ensuring that Club Med retains its original social and sharing DNA?
At Club Med, we never see "inclusivity" and "luxury" as opposing forces; they are experiences that can coexist. For us, luxury means freedom, peace of mind, deep connection, and enjoying personalized moments in amazing destinations, while maintaining Club Med's core spirit: our GO team, known in French as Gentils Organisateurs, means welcoming hosts.
Over the past two decades, we have undergone a complete transformation, closing older resorts and opening new vacation destinations that cater to modern lifestyles. Today, all of our resorts are 100% all-inclusive and positioned at the upscale or luxury level, demonstrating our commitment to exceptional quality, upgraded experiences, and worry-free travel.
Several key milestones, including the opening of Club Med Michès Playa Esmeralda in 2019 and Club Med Québec Charlevoix in 2021, have helped us shift our brand image in the North American market towards a focus on nature, wellness, and luxury. Today's travelers seek more than just comfort; they seek connection, authenticity, and a sense of purpose, which is exactly what Club Med offers.
Club Med North America President Caroyne Doyo
Club Med has recently introduced AI tools such as GO Match and GM Copilot. How do you think AI can help create a more personalized guest experience?
Club Med's AI is built on a powerful data foundation, with over 5 million records processed daily. Our direct-to-consumer operating model ensures extremely high data quality, allowing us to create highly personalized experiences.
GM Copilot processes over 12,000 conversations monthly across 12 markets, 30% of which are fully automated. This not only enhances personalization but also enables 24/7 support. GO Match utilizes machine learning to automate 40% of staffing, saving HR teams 25% of their time and assigning the right people to the right resorts. Additionally, Gentil Writer and our AI image classification tools help ensure content maintains a consistent brand tone and visual style.
We adopt a responsible approach to AI, adhering to global regulations and ensuring sustainability. We anticipate having over 800 employees trained in AI by 2025, helping us scale innovation across all levels of the organization.
The pandemic has taught many businesses the importance of cash flow and communication. You mentioned "over-communication." Do you have any particularly memorable practical experiences in family or company management?
During a crisis, we initiate a top-down communication plan, starting with briefing the core management team—key personnel responsible for overseeing all aspects of the business. We hold multiple crisis meetings daily to provide real-time information updates and make critical decisions. We firmly believe that in the face of such issues, "over-communication" is always better than "under-communication." While the plan begins with the core team, ensuring the message reaches the entire organization is crucial. Direct communication from leaders provides stability and helps alleviate internal anxiety and doubt.
If you could turn Club Med's philosophy into a dish, what would it be? Why?
I would call it a "planche gourmande," a communal platter that best embodies the spirit of Club Med. It reflects our French heritage and celebrates multiculturalism—just like our resorts, which blend flavors, cultures, and people from around the world. It's generous and welcoming, offering something for everyone, whether family, couple, or solo traveler. And while it feels warm and relaxing, the exquisite ingredients and attention to detail demonstrate our commitment to high-quality hospitality.
In your travel memories, is there a moment when you truly felt, "This is why I do this job"?
Of course! Almost every trip reminds me why I chose this job. Seeing families laughing together, seeing grandparents beaming with pride as their grandchildren perform or attempt trapeze at a mini-club for the first time, or seeing couples finding quiet connection over a romantic meal or a cocktail—these scenes deeply move me.
But it's not just about the guest experience; the impact we have within the company is equally important. The feeling of gratitude when team members thank you for believing in them and giving them opportunities for advancement—futures they never imagined—is indescribable. Many colleagues have told me, "Because of Club Med, I've been able to travel the world and change my life." This is the most valuable feedback I can offer.
You mentioned that in terms of management style, you "wouldn't ask others to do things you yourself wouldn't do." In your family, how does this leadership philosophy affect your interactions with your family?
Let me give you a concrete example. I always require our resorts to be clean and well-maintained. But I also firmly believe that this shouldn't just be the responsibility of cleaning staff, service personnel, or maintenance workers, but everyone's responsibility. If you see a cup or a piece of paper on the floor, you should pick it up. This is the mindset I promote within the organization.
I also use this as my guiding principle. After each meeting, I'm usually the first one to start cleaning up. For me, leadership isn't about giving orders, but about setting an example through my own actions, creating a positive culture, and supporting the team at every level. This philosophy isn't just limited to my work; it's also how I approach my family and life.
If you could work a day at any Club Med resort, which would you choose? What would your itinerary be for that day?
This is a tough question, because I genuinely love every resort we've been to—but if I had to choose, I'd pick the one that makes my 14-year-old son happiest. It has to be a beach resort where he can snorkel, play soccer, shoot arrows, do trapeze, and make friends with other teenagers. Club Med Michès Playa Esmeralda, Club Med Punta Cana, or Club Med Cancun would be top choices. As for me, you'd probably find me at the spa, enjoying a massage and facial, completely relaxed. Because I know he's having the happiest day in a safe and fun environment.
What do children think of your work? What's the funniest thing they've ever said about your work?
I started working at Club Med even before my son Sam. It's been a part of our family life since he was born. As he's grown older, he's come to understand that my job involves a lot of cross-time zone meetings and frequent travel. He may not fully grasp what I actually do every day, but he always proudly tells people, "My mom works at Club Med." Thankfully, he knows not to say it as loudly as he used to.
He's said many interesting and surprising things over the years, but one time in particular really stuck with me. Once, while traveling, he quietly picked up a notepad from the hotel and started writing his own "vacation rating sheet," without anyone calling him. He rated his most important things on a scale of 1 to 10: fries, burgers, ice cream, children's activities, etc. That note was adorable, insightful, and hilarious. I still have a photo of that handwritten rating sheet on my phone; it's a cherished memory.
How would you assess the strategic importance of the Chinese tourism market in Club Med's global footprint? Will the company continue to increase investment over the next five years?
China is currently Club Med's second-largest market globally, after France. This is a very important indicator for us and reflects the strategic importance of the Chinese market to our overall development. We are actively increasing our investment in China's ski tourism sector and continuing to open new resorts to respond to this rapidly growing market. The number of people participating in winter sports in China is rising rapidly, with an estimated 300 million people currently participating in snow or ice activities. This trend has been driven by the 2022 Beijing Winter Olympics and the upcoming 2025 Harbin Asian Winter Games.
In fact, we foresaw this trend quite early on. Club Med's first resort in China was a ski resort. Since then, we have added two more upscale ski villages and plan to continue expanding to support our goal of becoming a "global leader in mountain tourism."
We currently own three ski resorts in China, located in Yabuli, Beidahu, and Changbaishan, each with its own unique advantages. In Yabuli, we offer competition-level slopes and professional facilities suitable for advanced skiers; in Beidahu, we boast high-quality powder snow and diverse slopes to meet the needs of skiers of all levels; and in Changbaishan, we focus on friendly slopes and family-oriented design, suitable for beginners and families traveling together.
During the ski season from November 2024 to March 2025, approximately 20% of the guests at Club Med's three ski resorts in China came from overseas, demonstrating that these resorts have a global appeal and do not just cater to the local market.
As Chinese high-end travelers increasingly demand "in-depth experiences" and "local culture," does Club Med plan to launch more culturally integrated themed products?
Based on our long-standing "Glocal" strategy (global vision, local implementation), Club Med continuously develops products and activities to better meet travelers' expectations. Our resorts in China offer a variety of immersive cultural experiences, attracting travelers from diverse backgrounds.
For example, Club Med Lijiang Resort has become a highly representative cultural tourism destination, combining nature exploration with cultural experiences. Guests can participate in guided tours of Baisha Ancient Town to gain a deeper understanding of the Dongba script (which has been listed as an intangible cultural heritage by UNESCO). In the AMAZE commercial district, guests can also participate in mural art workshops, creating traditional Baisha murals by hand using natural mineral pigments and experiencing authentic handcrafting techniques.
In addition, Club Med has made localized adjustments for East Asian cultures. These localizations not only serve Chinese travelers but also attract travelers from Japan, Malaysia, Singapore, and South Korea, as the consumption behaviors in these markets differ significantly from those in Western markets.
