On Location: PAX unpacks Club Med’s €51M facelift at Buccaneer’s Creek & strategy for Canada

Facelifts are always worth celebrating. Especially when they turn out well.

That was the case in magical Martinique last week at Club Med Buccaneer’s Creek, where an applause-filled beachside ribbon cutting was held to mark the completion of a top-to-bottom renovation at the all-inclusive property (which, historically, opened in 1969 as the first Club Med in the Americas).

The 51-million-Euro project ($78.9M CAD), which began in fall of 2023, brings enhancements to the 291 rooms at Buccaneer’s Creek, installing modern furniture, fabrics, curtains, decorative lighting and bathroom upgrades, and a reimagining of the property’s reception, theatre and bar areas. 

That price tag also includes a new “Zen Oasis” section, a premium hideaway concept, for adults only, that first debuted in Punta Cana in 2015. This 56-room addition, which will be steps away from a buttery, palm tree-peppered beach, is set to open in early 2027. 

(It will also be very chic. Trust us, we saw the renderings).

 "A major investment"

“This renovation is a testament to our commitment to the French West Indies, and particularly to Martinique,” said Club Med’s President Henri Giscard d'Estaing, speaking in French, addressing company executives, investors, politicians, media and other VIPs last Wednesday (March 26) at “L'O,” a coastal, open-air restaurant at Buccaneer’s Creek. “This is a major investment.”

The new and improved Buccaneer’s Creek, a vibrant, flower-filled “village” (the company’s term for resort) with low-rise lime green, tangerine and sunshine-yellow buildings, one sea-facing pool, two restaurants and a stretching, comma-shaped pontoon, all set in a dreamy coconut grove facing a turquoise bay and Diamond Rock (a pointed, uninhabited island and national landmark, anchored on the horizon), is already making an impression. 

Giscard d'Estaing said guest satisfaction scores, “which we monitor very closely,” have “improved significantly” as visitors – families, corporate groups and active adults, the latter being the majority – unpack the property’s new aesthetic, which also incorporates brilliant Creole colours.

Design from “The Island of Flowers”

It’s an important milestone for the revered 75-year-strong, Trident-stamped brand that pioneered the all-inclusive vacation – and PAX, from March 24-28, hit the beach running at Buccaneer’s Creek (“Les Boucaniers,” in French) to get an on-the-ground sense of what it all means.

From the outset, the enhancements, simply put, present a mood board of pure sun-kissed joy. Nods to the “Club Med spirit,” you could say; the notion of bringing people together, from different places, around happiness – a feeling that’s central to all of Club Med’s nearly 80 beach and ski resorts around the world.

How this translates at Buccaneer’s Creek, aesthetically, are design choices that encourage togetherness, while embracing nature and tranquility.

Boutique Paris-based design studio double g was appointed to lead the makeover, which unfolded in two phases.

Drawing inspiration from the surrounding nature of Martinique – which is nicknamed “The Island of Flowers” for its lush vegetation and explosion of bougainvillea, hibiscus, bird of paradise, and orchids – the firm transformed the village into an upscale, beachy dreamscape.

Gone are the dated wood and red-purple elements of 2005, which is when Buccaneer’s Creek was last updated. The template, now, leans into serene whites, warm yellows and patterns inspired by the porcelain rose, a hallmark of Martinique’s wildly-vibrant landscape.

Significant efforts also went into utilizing unused space – particularly in the main lobby and village centre. Steps from the main reception, in a space that was previously deserted, now sits a quiet library and coffee bar area with a yellow ceiling and cushions. 

This is the “yellow living room,” as Anne Geistdoerfer, founder and CEO of double g, affectionally calls it.

“It’s a quiet place where you can rest and enjoy a coffee. It’s for high-level clients who want to be alone – not feel lonely, but tranquil,” Geistdoerfer told PAX.

The theatre was also revamped into a multi-purpose space. During the day, it functions as a breezy, open-air hang-out space. By night, it becomes a dazzling show space and nightclub.

The main bar area, “The Madou,” was enhanced with two new terraces near the sea and pool. 

Furniture and cushions now fill this previously-open space, where guests will meet up, in droves, for pre and post-dinner cocktails, like sweet Aperol spritz and minty mojitos served in mugs. It’s the heartbeat of the village.

Other upgrades? Three beautiful dining rooms at Les Pays Mêlés (the main restaurant), six new padel courts (a racquet sport, a mix between tennis and squash), a multi-sport field and a fully-renovated spa (by French brand Payot) and fitness room.

The rooms at Buccaneer’s Creek, meanwhile, are distributed across three idyllic areas: the Plantation Quarter (Quartier du Planteur), Creole Village and the Harbour.

The buildings have unique names, like “Joie de vivre,” inspired by local “yoles” – canoe-like boats that are used for sailing races and fishing in Martinique.

Some of the room enhancements include the addition of canopy beds (in suites), large curtains, floral patterns, and bigger windows, blurring the lines between outdoors and indoors.

“It’s a true change"

“Happy” and “festive” is how Geistdoerfer describes the vibe in the refreshed village, and if you ask one of the property’s long-time employees, it’s a night and day transformation.

At Buccaneer’s Creek, Said Sarhrouny is the "Chef de Village” (Chief of Village) – the general manager (and host with the most) who oversees all operations. He joined Club Med in 1987, and first worked at Buccaneer’s Creek in 1995 as a sports manager.

When he returned to the village this past October, and laid his eyes on the renovations for the first time, he barley recognized the place. 

“It’s a true change,” Sarhrouny said, noting how the upgrades have generated new clients from Canada.

In fact, from the time the renovations started to appear last year, to now, the village has seen a 20 per cent increase in total occupancy, he said.

“Which is huge.”  

“The soul” of Martinique

But the changes aren’t limited to décor and design. It’s also about enhancing the overall guest experience, while capturing the “soul” of a destination, said Gino Andreetta, Club Med’s global deputy CEO, who participated in last week’s launch.

“It’s very important that our clients feel like they’re not at a resort, but in Martinique,” Andreetta told PAX, referencing the property’s nods to the island and Creole culture.

Beyond design references, the village, among its many theme nights, hosts a Creole party and “Route du Rhum” event, where dishes of the West Indies (like “accras,” crispy fritters on salted cod, fish blaff and smoked chicken) are served, flavoured rums (like pineapple) are poured, and a festive night carnival parades throughout the village, leading to a beach party under the stars.

Enjoying delicious Creole cuisine, at an all-inclusive resort (a segment that can sometimes, sadly, default to American-style dishes) was a real treat. 

This local connection extends to the staff – 80 per cent of the team at Buccaneer’s Creek is recruited locally.

“Every Club Med around the world represents the soul of the country we’re in,” Andreetta went on to say. “Here, we’re giving our clients the feeling of Martinique, without being cliché.”

Altogether, the upgrades, combined with the all-inclusive experience (which includes an extensive watersports program of activities, such as kayaking, snorkeling, windsurfing, stand-up paddle, wakeboarding and water skiing – the latter of which is only offered at select Club Meds), brings Buccaneer’s Creek to “the right level” of luxury for clients, Andreetta said.

All-inclusive…with a “French touch”

Buccaneer’s Creek, where you can dream the day away under a palm tree or embrace your inner athlete with sports (the choice is yours), plays a key role in Club Med’s strategy for English Canada, where growth opportunities await.

The resort, for one, is the only all-inclusive resort in Martinique, which aligns well with Canadian preferences.

Air Canada also now offers seasonal non-stop Saturday flights from Toronto Pearson (YYZ) to Fort-de-France (FDF), creating a direct link to the English-speaking market.

This adds to Air Canada’s Martinique service out of Montreal (YUL), where Air Transat, too, operates flights.

In a way, English Canada is “a new market” for Martinique, which has traditionally attracted visitors from France and Quebec, said Gaetan Paderna, marketing and communications director at the Martinique Tourism Authority, who attended last week's event. 

With Club Med as a key partner, the destination hopes to see more English Canadians discover Martinique’s rich greenery, hiking trails, culinary scene and charm, all of which has “a French touch,” Paderna said, noting how 33,000 Canadians visited the island last year, marking a 44 per cent increase over 2023.

“We’re very happy that Club Med has refurbished this village. It will bring more activity to Martinique,” Paderna told PAX.

Club Med grows in Canada

Club Med, meanwhile, is seeing its Canadian business grow, doubling its numbers over the last three years (the company says that 45 per cent of Canadians who go skiing in the Alps now go to a Club Med resort).

“The image of Club Med is growing massively in Canada – in Quebec first, and then of course, in Toronto,” Andreetta said.

Club Med’s strategy for English Canada has advanced in recent years with the opening of a boutique travel agency in downtown Toronto.

Club Med's Jacinda Lowry was also promoted to associate vice-president for Canada, relocating to Toronto, from Montreal, to lead the mission of gaining market share.

And contrary to what some may think, Club Med isn’t exclusively for French speakers.

All of the "G.O.s" ("Gentle Organizers,” the upbeat resort staff, who quickly become besties with guests) speak English (and they will help you with your French, too, if you ask!). As we've reported before, Club Med isn't French, it's international. 

Where the team sees an opportunity is in Toronto, which has “evolved” in recent years as more residents seek higher-quality vacations, said Andreetta.

“I really think there is an upscaling of our Canadian guests – from Toronto especially,” he said.

The ’80s are over

One potential obstacle in this mission is that some may have an outdated notion of what Club Med, today, is all about, said Montreal-based Jean Hertfelder, the company's marketing director.

“Some people still have a vision of Club Med as it was in the 1980s, but it has totally changed,” he said. “It’s now upscale and the experience is closer to luxury, which fits with Ontario clientele.”

The brand, for years now, has been an active player in the family market, offering extensive Kid’s Clubs with unique activities, like sailing, archery and even circus schools. (Buccaneer’s Creek, it should be noted, does not have a Kids Club, but many other Club Meds do).

Other villages are also undergoing major renovations as Club Med modernizes its product. The company's iconic Cancun resort is another example.

Club Med, meanwhile, is depending on Canadian travel advisors to help get the message across.

“It’s extremely important,” said Andreetta. “Travel advisors are the ones clients will trust. It’s fundamental for us to have a good network of travel agents that understand our products and destinations.”

Hertfelder echoed that sentiment.

“What we want for the future is to be the most iconic lifestyle holiday brand – and travel advisors will be our key ambassadors," he said. 

"We know that once they are convinced, they will sell it.”

What’s it like to stay at Club Med Buccaneer’s Creek? What is "crazy signs" all about? Where in Martinique can clients spend a day off property? Stay tuned for PAX’s next dispatch from Martinique!

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.