On Location: Club Med marks 75 years with party in Dominican, reports Ontario growth

You never forget your first time. At least, I never will.

Sure, I’d heard of Club Med. Who hasn’t heard the song “Hands Up!” – the early-'80s pop hit by music duo Ottawan – without thinking about Club Med?

My first time was a visit to their Valmorel ski resort in the French Alps. I was immediately taken in by the positive energy which came through in Club Med’s modern design, affinity for activities, and of course their G.O.’s (Gentile Organizers) – the company’s term for resort team.

I happily bought my 45 shirt and learned as many "Crazy Signs" (Club Med's signature dance moves) as I could that first time, as a humble G.M. (Gentle Member, the brand’s term for guest).   

And while I was familiar with the all-inclusive world when it came to beach holidays, the all-inclusive ski resort was new to me. As a skiing family, I was thrilled with this concept.

I feel I need to break all of this down a bit for Canadians outside of Quebec.

Club Med isn’t new. This week they celebrated their 75th anniversary with an exclusive party held at the gorgeous Club Med Michès Playa Esmeralda in the Dominican Republic. This is Club Med’s second resort in the Dominican, and it’s part of their Exclusive Collection – its most luxurious line of resorts.

PAX was the only English-market Canadian travel trade outlet invited to the event, and I sat down with Vincent Giraud, managing director of Club Med Canada and North America sales operations to ask him why they had chosen this new (opened in 2019) resort location to celebrate their milestone.

“There are two reasons we chose Michès for our celebration,” said Giraud. “The first is the Ontario market.”

200% growth in Ontario

While Club Med has had a presence in Montreal for 35 years (upwards of 80 per cent of Canadian business comes from the French-speaking province), the Toronto office was just opened in 2020.

And Dominican is an easy direct flight from Toronto, where Club Med sees tremendous growth potential.

“We know we have more potential in Ontario than in Quebec. Ontarians love all-inclusive vacations, especially during the wintertime, and they love their winter sports. Our focus now is on Ontario.”

In December 2023, Club Med opened a boutique storefront in downtown Toronto and, as previously reported, it reinforced its sales presence in Ontario with promoting Jacinda Lowry to associate vice president of national sales.

READ MORE: “A real opportunity”: Jacinda Lowry unpacks Club Med’s bold push in English Canada

The new focus on the Ontario market is showing results. “Since the end of COVID, we are growing twice as fast in Ontario as we are in Quebec. We have seen a 200 per cent growth in Ontario from 2022 to 2025,” said Giraud.

While Club Med promoted online and direct selling for Ontarians to book in the past, the brand is targeting the Ontario travel advisor market now.

While 45 per cent of bookings from Canada are done by travel advisors, in Ontario it’s only 25 per cent – a number the team is intent on growing.

“They have a very good opinion with Club Med. Our reputation in Ontario is great but we still need to develop. The challenge we are having in Ontario, in comparison to Quebec, is that the competition is very, very high for the industry. But we have a competitive advantage in Club Med, in my opinion, of course,” said Giraud.

The second reason Club Med Michès Playa Esmeralda was chosen as a venue for the 75th event is because it represents the brand’s upscale side. Today, all of Club Med’s resorts are either four or five tridents.  

The ”trident” system used by Club Med is akin to a four or five star internal rating. At present, there are 21 Exclusive Collection Resorts (five trident). Some of the four-trident resorts have five trident-sections within them.

From adult playground to upscale retreat

How did it all begin? Club Med was founded in 1950 by Gerard Blitz, an Olympian who created a summer sports camp called Club Mediterranee in Majorca, Spain. 

Through the years, Club Med would evolve with the creation of the first Kids Club (Mini Club), setting the standard for family luxury resorts.

The first Club Med in Punta Cana opened in 1976, becoming the first all-inclusive resort in the Dominican Republic. Club Med then transformed itself over the years from an adult “playground” into the high-end exclusive resort brand it is today. 

Their original ad campaign promoted “The Antidote to Civilization,” which evolved into “Where Happiness Meets the World,” to “Club Med. All Inclusive. All Exclusive.” to “Amazing You” and now their new branding, “That’s L’Esprit Libre.”

Club Med opened its first and to-date only Canadian resort in Charlevoix, Quebec, in December 2021.

READ MORE: On Location: Tea & syrup parties in the forest? Summer at Club Med Charlevoix is as Canadian as it gets

Since then it has become one of two resorts (the other being Michès Playa) which have seen the most growth in North America and the Caribbean.

With Canadians looking for alternate ski and beach destinations outside of the U.S., the growth opportunity is estimated to be significant. “We are seeing that in the Caribbean, and also in Europe,” said Giraud.

Charlevoix is a four-season resort, with demand highest in the winter months, due to the magnificent Le Massif mountain which the resort is positioned on.

“In the winter, 40 per cent of our Canadian clients are coming from Ontario,” said Giraud. “40 per cent of total customers in the winter come from the U.S., 50 per cent from Canada, and 10 per cent from Brazil. During the summertime, it’s 80 per cent from Canada,” he said.

Unpacking Club Med Michès

Club Med Michès Playa Esmeralda is a 90-minute drive from Punta Cana airport – and it’s worth the trek.

Here, guests can enjoy three restaurants, six bars, and a Kids Club for ages four months to 17 years. Four pools (main, family, Zen and children’s), a spa, fitness centre, cardio room, and of course a beautiful beach which stretches along the Atlantic Ocean.

You may or may not want to tell the kids about the “secret” chocolate factory, open two days a week.

READ MORE: On Location: Club Med’s new Michès Playa Esmeralda is eco-chic & family-friendly

The oceanfront, private pool Archipelago suites are spacious and full of light and feature an outdoor shower as well.

It’s also a relatively unspoiled area of the D.R., in a prime location – the 93-acre resort was the first major property to open in Michès, a town located along the country’s northeast coast.

Sun & ski for all

Club Med’s 50 sun resorts offer a variety of sports including sailing, paddleboarding, kayaking, pickleball, tennis, yoga, dance class, and of course their famous flying trapeze (Yes, I’ve done it. Several times.) Club Med offers group lessons for all levels, from four years old and up.

The Club Med in Turks and Caicos is their only “adults only” resort. All other resorts welcome families, some with exclusive areas reserved only for them.

Club Med 2, meanwhile, is a five-masted sailing yacht, which can hold up to 386 guests.

There are over 20 all-inclusive Club Med ski resorts, located across the Alps, China, Japan and Canada.

2026 will see the opening of a Club Med in South Africa, with plans for a Club Med in Oman for 2028.

Club Med Advantage is Club Med’s loyalty program for travel advisors, targeted to reward both individual consultants and travel agencies.

Points can be accumulated and redeemed against property stays, on-site services, etc. Club Med University offers advisors the chance to become a specialist, with certain advantages.

The fun factor

Those are the facts about Club Med. Now here’s the fun.

The ubiquitous “45” shirts which are seen at every resort started in 1995 when Club Med turned 45. Not a traditional year to celebrate an anniversary, but they did it anyways.

The shirts were a huge success. So big, in fact, that when they introduced “50” shirts five years later, they quickly pulled them as they weren’t selling. 45 was it, and still is.

There are always theme nights at Club Med – from boho chic to neon, black and gold, white, and of course, elegant 45.

The G.O.s are the resort team that represent employees from all around the world, who often travel from Club Med to Club Med, working the Kids’ Clubs, watersports, circus (trapeze), guest relations, front desk, and other guest related activities.

Seemingly, their most important job is leading the “Crazy Signs” dances which happen poolside, on the beach, and at nightly parties. These signature dance moves are known and performed not only by the G.O.’s, but by their loyal guests as well.

I’ve been to ten Club Meds to date. Each unforgettable. Each with their own signature feel, and each successfully embodying the locale and the culture where they are located. I can’t wait to libre my l’esprit at the next one.

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