WASHINGTON -- Club Med is looking to redefine a term that has long been synonymous with the resort chain, but since adopted, arguably has been overused and misrepresented by competitors.
The term is "all-inclusive." Club Med was the first chain to popularize the concept, which permits guests to pay a rate that includes meals, activities and sports.
"We are the innovators of all-inclusive," according to John Vanderslice, president and CEO of Club Med Americas. "But there are a lot of nearly-rans in the all-inclusive category. In a way, we are a little bit upset by it."
Vanderslice said he is particularly peeved at properties that now call themselves all-inclusive when they're not.
"A lot of hotels have switched from purely business to leisure and now say, 'You have two meals included and free beer and wine, so we are an all inclusive now,' " he said.
With so many resorts, hotels, villas, cottages and the like describing themselves as all-inclusive, the marketplace is unable to distinguish what is truly all-inclusive from what is nearly so, according to Vanderslice.
"It is my job to clarify what an all-inclusive is," he said. "We are the leader. We are the largest [all-inclusive], with more than 100 villages worldwide. Now it is time for [Club Med] to take back its leadership position."
To that end, Club Med has rolled out a "Star Included" marketing campaign.
Vanderslice declined to comment on how much the company invested in the effort, but he did say it encompasses print and TV ads on such cable networks as the Travel Channel, MTV and ESPNews.
Club Med is targeting New York, Chicago, Los Angeles, San Francisco, south Florida and Washington as key markets.
The campaign focuses on the "tangible and the intangible elements that make a Club Med vacation," Vanderslice said, particularly elements that are "experiential."
"What makes a guest experience special at Club Med is a combination of product, the location and the G.O.s [gracious organizers]," he said.
To further distinguish itself, Club Med is kicking the all-inclusive concept up a notch.
"On top of all of the locations, the food and 64 different sports activities, we have added to the concept [to create] a totally all-inclusive -- which means open bar, all-day dining from the moment you get up [in the morning] until the disco closes," Vanderslice said.
He added that the chain has improved its in-room amenities, such as installing CD players.
Overall, Club Med, which has resorts in 80 countries, has poured at least $150 million into upgrading its rooms and facilities.
Vanderslice said that while the upgrades, the total all-inclusive concept and the added element of the G.O.s help distinguish Club Med from its competitors, the "Star Included" marketing campaign will help consumers better understand why a Club Med vacation is unlike any other.
"The leadership position is, quite frankly, Club Med's rightful place," he said.
To contact reporter Michael Milligan, send e-mail to [email protected].