Club Med opening 12th teen-oriented resort
Club Med and the teen market? That seems like an unlikely combination but the resort is opening its second family-oriented resort in the Americas in Cancun on 1 May.
According to the US Market Research Report, teens have a significant influence on family vacation planning. In fact, over 50% of teenagers help their parents choose where the family will vacation.
“In response, Club Med is at the forefront of the trend of targeting this hard to reach demographic with Passworld, Club Med’s unique concept for teens,” the company said in a press release.
Passworld is an exclusive area that is designed to give teenagers an independent environment where they can socialize and take part in activities specific to their age group.
The Club Med resorts also feature programs for children ages four to ten years. There’s also a special Baby Welcome program.
The Passworld program is designed specifically for teenagers with activities tailored for their age group such as theatre, sound mixing classes, jewelry making and graffiti.
“When Club Med Punta Cana unveiled The Ramp in 2005, teenage guests, their parents and Club Med staff took to it immediately,” the company says.
The concept proved so successful that this space dedicated solely to teens and younger set in motion a worldwide Club Med concept, the company says.
So far, twelve Club Med resorts worldwide have adopted the Passworld concept, with each location featuring a unique theme and atmosphere. Club Med plans to eventually roll out the Passworld concept to all resorts that accommodate families.
“Currently we offer the Junior’s Club Med which caters to adolescents at every resort that has children’s programs,” said Cedric Gobilliard, Club Med CEO North America. He added:
“Passworld, however, is a concept that focuses on adolescents’ desire to be independent. We grant them a separate physical space to call their own.”
Report by David Wilkening
David
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