{"id":12436,"date":"2025-06-25T03:12:08","date_gmt":"2025-06-25T03:12:08","guid":{"rendered":"https:\/\/www.europesays.com\/us\/12436\/"},"modified":"2025-06-25T03:12:08","modified_gmt":"2025-06-25T03:12:08","slug":"how-club-meds-2-1-billion-data-points-fuels-its-ai-playbook","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/us\/12436\/","title":{"rendered":"How Club Med’s 2.1 Billion Data Points Fuels Its AI Playbook"},"content":{"rendered":"

Three years ago, Club Med<\/a> decided to get organized. The vacation destination business set about building a global data factory with information gleaned from 1.5 million customers, 25,000 employees and artificial intelligence (AI) to develop insights.<\/p>\n

At the heart of this vision was the desire to align with what he described as Club Med\u2019s \u201cunique lifestyle promise, human-centric hospitality,\u201d said Henri Giscard d\u2019Estaing<\/a>, president of Club Med, who spoke at the recently held Viva Tech 2025<\/a> conference in Paris.<\/p>\n

\u201cSeventy-three percent of our customers are coming directly to us, so we have exceptional data quality,\u201d Giscard d\u2019Estaing said.\u00a0<\/p>\n

Today, the resorts chain processes five million data points in nearly real time through its integrated business model.<\/p>\n

The next step was to build the technological infrastructure needed to harness this data effectively.<\/p>\n

\u201cDuring the last two years, we invested in building an AI and agentic platform, which is driving efficiency and enhancing experience across our entire operations, from HR to CSR [corporate social responsibility],\u201d Giscard d\u2019Estaing said.<\/p>\n

He highlighted three key AI-powered initiatives as examples of this transformation. <\/p>\n

The first, GM Copilot, is Club Med\u2019s first intelligent sales assistant. The company spotted an opportunity in Brazil \u2014 its second-largest market after France \u2014 where WhatsApp was a tool people used to plan and book travel. By integrating WhatsApp into its booking process, Club Med aimed to reach customers where they are active. Later, the service was expanded to 12 markets.<\/p>\n

The results were tangible: The WhatsApp channel resulted in 12,000 conversations across 12 markets a month, with 30% of the process already fully automated.<\/p>\n

Meanwhile, 40% of these interactions took place when Club Med\u2019s call centers were closed, which created \u201can additional opportunity of business and contact with our clients,\u201d Giscard d\u2019Estaing said.<\/p>\n

The second example, G.O. Match, addresses one of the company\u2019s most complex challenges: managing the troves of seasonal employees. G.O. stands for \u201cgentils organisateurs,\u201d a French term meaning gracious hosts.<\/p>\n

With seasonal rotations and the movement of employees, talent placement is both critical and complicated.<\/p>\n

\u201cHappy teams make happy clients,\u201d Giscard d\u2019Estaing said. <\/p>\n

Club Med\u2019s G.O. Match uses machine learning and automation to efficiently assign employees based on their skills, languages and other criteria.<\/p>\n

For the current season, 40% of the G.O.s have been assigned by the system. It has saved HR teams \u201c25% of their time, which is now used for more strategy tasks, and more importantly, to have a personal and direct contact with our G.O.s,\u201d Giscard d\u2019Estaing said.<\/p>\n

The third innovation comprises two AI tools: Gentil Writer and an image indexation tool. Giscard d\u2019Estaing said off-the-shelf AI tools did not fully capture Club Med\u2019s linguistic style and brand image, so the company built their own. The image tool works with Gentil Writer to create content \u201caligned precisely to our tone,\u201d he said.<\/p>\n

Together, these two AI solutions have \u201cincreased efficiency 10-fold\u201d in content management, Giscard d\u2019Estaing said.<\/p>\n

Read more<\/strong>: Strategic GenAI Integration Is Unlocking Higher ROI for CMOs<\/a><\/p>\n

Using AI Throughout the Company<\/p>\n

Club Med\u2019s use of AI to transform various areas of its hospitality business aligns with the findings of a PYMNTS Intelligence report, \u201cStrategic GenAI Integration Is Unlocking Higher ROI for CMOs<\/a>.\u201d<\/p>\n

In the report, CMOs (chief marketing officers) said they are seeing higher ROI from strategically integrating generative AI. Companies reporting \u201cvery positive\u201d ROI are leveraging the technology in more ways than other firms \u2014 in an average of seven tasks compared to three tasks.<\/p>\n

Moreover, nearly all CMOs acknowledge the importance of using the technology for customer experience and market research. Crucially important is using generative AI for product marketing, which positions the CMOs\u2019 brands, according to the report.<\/p>\n

That\u2019s what Club Med is doing \u2014 and underlying its efforts is a commitment to ethical and sustainable AI. <\/p>\n

\u201cOur strategy is anchored by ethics,\u201d Giscard d\u2019Estaing said. The company established AI principles that are \u201creviewed quarterly for fairness, transparency and privacy compliance.\u201d <\/p>\n

Club Med not only aligns with the EU AI Act but also has \u201cdeveloped specific partnership with Thales and Google to secure our sensitive HR data.\u201d<\/p>\n

Sustainability is another cornerstone. <\/p>\n

\u201cEach of our AI initiative and model are measured by the economic cost and their carbon footprint,\u201d he said.<\/p>\n

Education and upskilling are also priorities: \u201cOver 800 of our staff are being trained in AI, and we have developed our own secure tool \u2026 where we have 80,000 queries from close to 2,000\u201d employees and leaders.<\/p>\n

Giscard d\u2019Estaing stressed that AI is as much about leadership as it is about technology. <\/p>\n

\u201cArtificial intelligence is not just a technical expertise, it obviously \u2014 and will even more in the future \u2014 impacts the managerial posture, which should now be focused on leadership, because knowledge is done by the machine,\u201d he said. \u201cEverything now is about what will be understood and integrated by the leader\u2019s strategic vision.\u201d<\/p>\n

But even as Club Med goes all in on advanced technologies, \u201cI personally believe that an organization can only use AI effectively if it can complement human strengths,\u201d Giscard d\u2019Estaing said.<\/p>\n

Read more<\/strong>: Expedia and Accor CEOs: AI to Reinvent the Future of Travel<\/a><\/p>\n

Read more<\/strong>: Visa and eTip Team to Help Hospitality Workers Get Tipped Faster<\/a><\/p>\n

Read more<\/strong>: Booking Holdings Defies Travel Slump With 7% Surge in Gross Bookings<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Three years ago, Club Med decided to get organized. The vacation destination business set about building a global…\n","protected":false},"author":3,"featured_media":12437,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[691,738,13086,13087,10839,7684,304,13088,6361,13089,50,751,158,5331,1164,67,132,68],"class_list":{"0":"post-12436","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artificial-intelligence","8":"tag-ai","9":"tag-artificial-intelligence","10":"tag-club-med","11":"tag-data-analysis","12":"tag-digital-transformation","13":"tag-genai","14":"tag-generative-ai","15":"tag-henri-giscard-destaing","16":"tag-human-resources","17":"tag-luxury","18":"tag-news","19":"tag-pymnts-news","20":"tag-technology","21":"tag-tourism","22":"tag-travel","23":"tag-united-states","24":"tag-unitedstates","25":"tag-us"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/114741821003746814","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/12436","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=12436"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/12436\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/12437"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=12436"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=12436"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=12436"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}