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As the travel industry continues its recovery, Club Med is making waves by announcing an ambitious expansion strategy set to transform premium holiday experiences across Vietnam, Thailand, and beyond. Following a remarkable performance in 2025, Club Med is poised to enhance its presence not just in Asia, but also in Africa, Europe, North America, and the Middle East, capitalizing on the growing demands for luxury travel amidst the backdrop of global challenges.
In a recent report, Club Med disclosed that its business volume reached an impressive €2.222 billion in 2025, marking a 4% rise from the previous year. The company also saw an increase in average daily rates to €241, alongside a notable occupancy rate of 75.8%. The portfolio of mountain resorts thrived, reflecting a solid 10% uptick in business, drawing attention to the increasing allure of adventure getaways.
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Asia Pacific: The Thriving Luxury Destination
The Asia Pacific region, notably fortified by its growing interest in luxury experiences, emerged as a crucial driver for Club Med’s success, reporting a 13% growth rate in business volume and welcoming over 300,000 guests across ten regional hotels. This upward trend is notable in key mountain destinations like Japan and China, as well as the European Alps, where winter escapades are increasingly being sought after by travelers from Southeast Asia and emerging outbound markets. In response to this demand, Club Med is set to expand its portfolio of mountain hotels by 21% in the region.
Nonetheless, it’s not just mountain retreats that are gaining traction. Club Med’s luxury cruise experiences onboard the Club Med 2 sailing yacht have also surged, reporting a remarkable 20% growth. Younger travelers in Southeast Asia are gravitating towards experiential vacation packages that seamlessly blend adventure, social interactions, and cultural immersion, making active tourism and wellness investments increasingly viable.
Forecasting for 2026: Emerging Travel Trends
Looking ahead, Club Med predicts emerging tourism trends that may reshape travel preferences in 2026. Concepts like “Whycation,” which refers to travelers seeking more meaningful and emotionally fulfilling vacations, are gaining momentum. Increasingly, vacationers are choosing destinations that resonate with their personal values, emphasizing self-exploration and transformative experiences over mere relaxation.
Equally crucial is the rise of sports tourism, where increasingly adventurous destinations are crafting tailored experiences focused on skiing, surfing, hiking, and wellness, thereby enriching holiday options across less-explored locales. Another emerging trend, termed “Hushpitality,” emphasizes tranquility in luxury travel, leading holidaymakers to prioritize privacy and simplicity in their choices against cluttered digital and travel options.
Exciting New Developments in South Africa and Beyond
As part of its innovative strategy, Club Med is set to unveil a unique dual offering combining a coastal Beach Club with a safari lodge in South Africa, opening in July 2026. This venture will feature the brand’s very first surf school, targeting adventure seekers eager to engage with both marine and wildlife tourism. Furthermore, a commitment to sustainability is evident, with Club Med planning to launch its first eco-friendly resort in Borneo, Malaysia, in 2026, aiming to achieve BREEAM certification.
In Thailand, the future shines bright with the impending arrival of Club Med Koh Samui, slated to be the country’s first Exclusive Collection beach resort by 2028. Guests can look forward to luxurious wellness experiences and exclusive beachfront access along with opulent hospitality. Meanwhile, Oman is preparing for Club Med Musandam, a nature-focused 300-room hotel expected to further elevate the region’s appeal as a luxury destination.
Indonesia also joins the list of exciting developments with Club Med Manado, scheduled for 2029, poised to captivate divers and eco-tourism fans with its unique access to North Sulawesi’s extraordinary marine biodiversity.
Expanding Mountain Escapes in North America and Europe
Beyond Asia, Club Med is expanding its mountain offerings in Canadian and Italian regions. Club Med Tremblant is set to become a premier four-season destination in Canada by 2028, catering to outdoor enthusiasts year-round, while the San Sicario Club Med in Italy will offer nearly 400 kilometers of ski pistes, reinforcing Europe’s leading position in alpine tourism.
A Vision of Recovery and Future Growth
The ambitious development strategy at Club Med symbolizes a promising outlook for the travel sector, distinct from the generalized pessimism that marked the Covid pandemic’s aftermath. The company highlights an evolving traveler preference, particularly within less developed Southeast Asian markets, favoring culturally immersive experiences over traditional passive vacationing. This shift signals a broader investment focus aimed at hospitality ventures that respond to modern traveler’s desires.
Source: The post Vietnam and Thailand Lead Asia’s Rising Luxury Travel Wave As Club Med Expands Into Dream Holiday Destinations first appeared on www.travelandtourworld.com.
