Club Med and Covid 19: confronting the crisis in the tourism sector : digital marketing solution
Lahaye, Alvy (2021)
Lahaye, Alvy
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052510956
https://urn.fi/URN:NBN:fi:amk-2021052510956
Tiivistelmä
The principal objective of this thesis was to find out how a company in the tourism industry such as Club Med can ensure its sustainability in an environment that has been completely affected by the crisis of the Covid 19.
Currently in the International program at Kedge Business School Bordeaux, the author of this thesis had the opportunity to travel and learn thanks to various experiences in partner universities or on internships. As a result of these experiences, he was also able to specialize in the fields of sales and marketing. At the end of his bachelor's degree, he completed the second internship of his course as a Sales & Event Assistant at Club Med London for the United Kingdom and Nordic market. A French company with an international dimension. With offices in more than 40 different countries, which dedicates its main activity to the commercialization of holidays in resort villages around the world. Based on a clear concept of offering top-of-the-range accommodation with an all-inclusive package.
The company is currently experiencing its strongest crisis since its creation, the Covid 19 has somehow closed the world to all types of travel with some strict rules and the tourism industry has therefore been strongly affected. The company has to find solutions to attract new customers, more based on the digital aspect to ensure its sustainability because this crisis has in a way accelerated the importance for a company to develop digitally. Whether it is through the various communication channels such as social networks or on the main website, it is necessary to develop and focus on these different digital marketing techniques that are increasingly relevant in the current context.
From documentary and quantitative research through a questionnaire, the studies allowed to find feasible solutions for Club Med and also for other companies in the sector. The author has based this thesis on various articles from academic references, statistics given by Club Med or through dedicated interfaces, and last but not least on his experience within the company.
Currently in the International program at Kedge Business School Bordeaux, the author of this thesis had the opportunity to travel and learn thanks to various experiences in partner universities or on internships. As a result of these experiences, he was also able to specialize in the fields of sales and marketing. At the end of his bachelor's degree, he completed the second internship of his course as a Sales & Event Assistant at Club Med London for the United Kingdom and Nordic market. A French company with an international dimension. With offices in more than 40 different countries, which dedicates its main activity to the commercialization of holidays in resort villages around the world. Based on a clear concept of offering top-of-the-range accommodation with an all-inclusive package.
The company is currently experiencing its strongest crisis since its creation, the Covid 19 has somehow closed the world to all types of travel with some strict rules and the tourism industry has therefore been strongly affected. The company has to find solutions to attract new customers, more based on the digital aspect to ensure its sustainability because this crisis has in a way accelerated the importance for a company to develop digitally. Whether it is through the various communication channels such as social networks or on the main website, it is necessary to develop and focus on these different digital marketing techniques that are increasingly relevant in the current context.
From documentary and quantitative research through a questionnaire, the studies allowed to find feasible solutions for Club Med and also for other companies in the sector. The author has based this thesis on various articles from academic references, statistics given by Club Med or through dedicated interfaces, and last but not least on his experience within the company.