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Club Med Targeting Affluent Millennial Families in Bid to Redefine Its Brand

Sarah Enelow

Photo Credit: AFAR Editor-in-Chief Julia Cosgrove (L) and Club Med CEO Henri Giscard D'Estaing at Skift Global Forum in New York, Sept. 27, 2016.  Skift

Skift Take

Theoretically, this isn't your grandparents' Club Med. Affluent millennial parents and their kids are now part of the demographic -- or at least they are increasingly the target demographic.

The legacy brand Club Med has been around for more than 65 years and its image remains outdated in the eyes of many. At one time, according to Julia Cosgrove, editor-in-chief of AFAR, Club Med was “where all the cool kids went in the 70s and 80s.” Cosgrove interviewed Henri Giscard d’Estaing, CEO of Club Med and son of former French President Valéry Giscard d’Estaing, at the Skift Global Forum in Manhattan on Wednesday and he responded immediately to her point. His question to the audience, “Who has heard of Club Med?” was met with most hands raised,

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