The first Club Med mountain resort in Canada is opening this week as the brand expand its offerings in North America.
The all-inclusive Club Med Quebec is expected to open in Charlevoix on Dec. 3. While Club Med currently operates 70 hotels across more than 30 countries, the 302-room Club Med Quebec Charlevoix will be the first of its kind in Canada.
"Our first resort in Canada, Club Med Québec, delivers an unparalleled year-round mountain vacation experience through boundless cultural touchpoints that pay homage to the region, and we look forward to working alongside our partners to showcase Le Massif de Charlevoix's incredible culture, warm spirit, and remarkable landscape,” Club Med president and CEO Henri Giscard D'Estaing said in a statement.
The hotel complex is situated at the base of Le Massif Charlevoix, a mountain owned by developer Daniel Gauthier, co-founder of Cirque du Soleil. It is located at the highest altitude in eastern Canada, according to a statement from Club Med.
According to the Journal de Quebec, Gauthier’s company, Groupe Le Massif has signed a 15-year contract with the Club Med resort, which expects more than 50,000 guests per year. The project was developed using $82 million in private funds and $38 million from the government, according to the Journal.
"Club Med is an international name associated with sports, family and well-being that is a natural fit with Le Massif de Charlevoix,” said Gauthier in a statement.
Laura Baxter, director of hospitality analytics for Canada at CoStar, said the new Club Med location will probably induce demand in the area and attract a new clientele.
“They do have quite a few existing resorts in Europe, particularly France and throughout the Alps,” Baxter said, adding that the market in which the Charlevoix region is situated has been outperforming Canada's average in terms of recovery.
“The performance has actually been very strong, especially over the summer,” Baxter said. “I think the region is definitely experiencing a surge in demand from domestic leisure source markets.”
While occupancy in the area went from 72% in the third quarter of 2019 to 65.8% in the third quarter this year, Baxter said the drop was a result of the pandemic and current shortage of workers.
On the other hand, the average daily rate in the third quarter went from $162 in 2019 to $187 this year, according to a CoStar report. Travel restrictions and customer hesitancy led many hoteliers to raise the average daily rate.
“With pent-up demand and savings, consumers have been less price sensitive to spend on travel. Consumers also have come to expect higher rates against the backdrop of high inflation experienced over the past seven months,” according to the report.
Club Med hired Quebec City-based Lemay Michaud architecture firm to design its first Canadian location.
“Inspired by the region's beauty and dynamic character, the resort's design is reflective of the surrounding landscapes, colours and climate,” said Club Med in a statement. “With its inspiration mirroring traditional Quebec culture, Club Med designed the facilities' stone walls, wooden siding and terraces to capture the essence of authentic local culture while adding its own modern twist.”