Dive Brief:

• Club Med revealed a refreshed brand identity and new campaign this week, dubbed "That's L'Esprit Libre,” inspired by its roots and French heritage, according to a company press release.
• The hotel brand also released its sustainability commitments for the next two years, including combating food waste and eliminating all single-use plastic products.
• As Earth Day approaches later this month, hospitality brands have been highlighting their latest initiatives and wins, from Choice Hotels’ carbon capture technology pilot to installing controls to reduce energy use at Las Vegas Sands.

Dive Insight:

The effects of climate change on the hospitality sector are becoming abundantly clear. Extreme weather is increasing the cost of operations and reducing the number of tourists visiting certain destinations, all while the industry itself continues to contribute to the problem.

That’s why brands like Club Med are ramping up their sustainability efforts. As part of its larger "Happy to Care" program, which focuses on implementing responsible tourism practices, the brand announced it plans to eliminate single-use plastics, improve energy management and support cultural preservation over the next two years.

Some of the expanded initiatives include the prioritization of local sourcing, following the example of Club Med Québec, which sources 80% of its food products from Canada, and Club Med Cancun, which sources 65% from Mexico; the development of food waste programs, similar to the Solucycle partnership at Club Med Québec, where organic waste is converted into renewable energy sources; and the creation of the Club Med RecycleWear collection that will be comprised of staff uniforms and boutique products made from recycled plastic.

Club Med, which has almost 70 all-inclusive resorts around the world, is also prioritizing its upscale expansion with the launch of the Exclusive Collection portfolio, a collection of five-star resorts, villas, chalets, spaces and a yacht that feature luxurious amenities.

Inspired by the original Club Med philosophy — “creating simple moments of happiness” — the updated brand identity will include new logos, iconography and a color palette across digital collateral and in-resort signage as part of its effort to offer a more premium, family-friendly experience.

"When the complexities of everyday life are removed so one can focus on special moments, like having ice cream for breakfast and putting on ski boots, or if your family vacation actually feels like a vacation – That's L'Esprit Libre," Kevin Armstrong, senior director of brand and communications for Club Med North America and the Caribbean, said in the release.