Club Med lifted global conversion by 97%

The Challenge

Club Med runs more than 40 websites worldwide, where leisure travelers and travel agents discover, compare, and book Club Med’s high-end vacation experiences. Keeping that booking journey at the standard of a premium brand meant Club Med needed a single experience analytics solution to make real-time, data-driven decisions and improve the user experience. Because campaigns and websites are managed locally by teams across the globe, the solution also had to support in-depth analysis while staying usable for any level of user expertise.

The Solution

Club Med turned to Air360 for its advanced UX analytics capabilities and ease of use. Within weeks, the team identified high-potential conversion opportunities and repositioned key elements on its pages for greater visibility and engagement.

“With Air360 we can get more people involved in making data-driven decisions on a global scale.”

— Nelson Fernandes, Club Med

The Results

The repositioning paid off fast: global conversion rate rose +97% and global retention rose +48%. For a brand built on a premium, all-inclusive experience, that means far more travelers completing the booking journey Club Med worked to perfect.

What made the difference

Two things, neither of them a redesign. The first was that the analysis could be run by the local teams who own the sites rather than routed through a central analytics function. With more than forty sites managed regionally, a tool that only a specialist can operate produces a queue, and a queue produces decisions made on instinct while people wait. The second was that repositioning existing elements turned out to be enough. The team did not rebuild the booking journey; they moved things that were already there into the places attention was actually going.

That distinction matters when you are deciding where to spend. A redesign takes a quarter, requires agreement from everyone with an opinion, and changes so many variables at once that nobody can say afterwards which one worked. Moving a module above the fold on a page you already know people read takes an afternoon, and the result is legible. Club Med reached a +97% global conversion lift and +48% retention lift through a sequence of changes of that size, made by the people closest to each market, on evidence anyone on the team could open and check for themselves.

The pattern generalises badly to a template and well to a habit. What Club Med built was not a set of pages that convert; it was a working assumption that a disagreement about the booking journey is settled by opening the sessions rather than by seniority. Once forty markets share that assumption, the cost of being wrong about any single page drops, because being wrong is now cheap to discover and quick to reverse.