Club Med's Bright New World

摘要

When Philippe Bourguignon took over as chairman of the board of Paris-based Club Mediterranee in April 1997, he found a company with a good concept, revenue worries and a portfolio of tired resorts. "It's not a good or bad season that will revitalize Club Med, but a radical rebuild of the entire organization," he said. "Marketing and renovation are the essential elements of our turnaround plan." Taking advantage of a new surge of investor confidence and an oversubscribed rights issue early in 1998, Bourguignon and Club Med launched one of the fastest, most intensive renovation programs in recent hotel industry history. "There was never a renovation like this," says Jacques Ehrmann, Club Med's director of development, capital and construction who oversaw the massive project. "Prior to this time, Club Med renovated one or two villages each year. Most of the other renovation work was on the operations side—a new kitchen or a new reception area. The strategy for a chain-wide renovation that would involve both the front and back of the house came from the top. Philippe Bourguignon believes that design brings added value."