Club Med's Next Chapter: Bruno Courbet on New Luxury, Intentional Travel, and the Road to Koh Samui

As Club Med prepares to open its first Exclusive Collection beach resort in Thailand in 2028, Country Director Bruno Courbet shares insights into the future of hospitality, changing travel behaviors, and what guests can expect from Club Med Koh Samui

The luxury travel landscape is changing. Travelers are increasingly seeking experiences that feel more meaningful, seamless, and restorative, while hospitality brands are adapting to new expectations around wellness, multigenerational travel, and premium all-inclusive experiences.

Few brands have observed this evolution as closely as Club Med. Founded in 1950, the company pioneered the all-inclusive holiday concept and has since evolved into a global leader in premium experiential travel.

Today, Club Med operates 61 Premium and Exclusive Collection resorts across 40 countries, serving families and active travelers through its distinctive blend of leisure, sports, wellness, and hospitality.

The momentum continues to build. In 2025, Club Med reported global business volume growth of 4 percent, while its Exclusive Collection portfolio grew by 5 percent, reflecting rising demand for upscale all-inclusive experiences. In Thailand, business volume increased by 15 percent year-on-year, supported by strong domestic demand and outbound travel.

Bruno Courbet, Country Director for Thailand, Indonesia, India, and New Markets

At the center of this growth is Bruno Courbet, Country Director for Thailand, Indonesia, India, and New Markets, who is helping shape the next chapter of the brand as Club Med prepares to launch Club Med Koh Samui in 2028, Thailand's first Exclusive Collection beach resort.

From Checklist Tourism to Intentional Travel

According to Courbet, one of the most significant changes in recent years has been the shift away from traditional sightseeing toward travel experiences with greater purpose.

"We are seeing a major shift from checklist tourism to intentional travel. Across Thailand, India, and Southeast Asia, guests are prioritizing peace of mind, well-being, and effortless planning so they can focus entirely on their families.

"We see this clearly in where they choose to go. Internationally, the standout story is the massive surge in mountain and alpine travel. This demand is driven by two distinct engines for the Thai market: premium winter sports, which has fueled incredible growth across our ski resorts in Japan, and year-round mountain tourism. The latter is highlighted by China's Lijiang, where families are drawn to the unique, snow-capped mountain landscapes for hiking, nature, and rich cultural sightseeing.

"Domestically, Phuket remains our cornerstone beach escape for families, and the launch of our new Family Oasis zone directly captures this demand for premium, multi-generational spaces."

This shift toward intentional travel reflects a broader desire for holidays that foster connection, whether through family experiences, time spent in nature, or opportunities for personal enrichment.

Redefining Luxury Through Freedom

As premium travel continues to gain momentum, Courbet believes the definition of luxury itself has undergone a profound transformation.

"A decade ago, luxury was about material opulence and formal service. Today, we are leading the era of 'New Luxury,' which is defined by space, time, and effortless freedom.

"Our global performance figures clearly reflect this, showing an unprecedented surge in bookings for our upscale offerings. Our guests across established markets like Thailand and Indonesia, as well as fast-growing markets like Vietnam, want to unpack once and have everything curated for them. Whether it is escaping to an overwater villa in the Maldives or catching premium snow in the French Alps, true luxury today is having the mental freedom to simply enjoy the moment in an upscale and warm environment."

For Club Med, this philosophy is deeply embedded within its all-inclusive model, which seeks to eliminate logistical concerns and allow guests to immerse themselves fully in their surroundings.

Wellness as a Way of Traveling

Wellness is also becoming an increasingly important driver of travel decisions. Yet for modern travelers, wellness extends far beyond spa treatments and fitness classes.

"Wellness is no longer a scheduled slot on an itinerary; it is an active pursuit that defines the entire vacation. Guests want to move their bodies in inspiring settings.

We are seeing immense demand for active wellness, from sunrise yoga on the beaches of Phuket to snowshoeing through the powder snow of Hokkaido, and finding tranquility near the mountains of Lijiang.

"It is about returning home physically revitalized and mentally restored, a trend that is particularly booming among our high-net-worth travelers."

The growing appeal of active wellness aligns with the wider industry movement toward experiences that leave guests feeling both physically energized and emotionally renewed.

Thailand's Enduring Appeal

Thailand remains one of Asia's most compelling destinations, thanks to its combination of natural beauty, cultural richness, and renowned hospitality. Courbet sees Phuket as a prime example of the country's enduring appeal.

"Thailand has a rare alchemy: breathtaking natural beauty, rich culture, and an unparalleled spirit of hospitality.

"Phuket perfectly encapsulates this magic. It remains a global benchmark for tropical luxury and a staple domestic getaway for Thai residents. Simultaneously, it serves as a top-tier destination for international travelers coming from India, Indonesia, and across the region. Thailand doesn't just host travelers; its signature warmth makes them return year after year."

Club Med's own performance in Thailand reflects this continued demand, with Phuket remaining a key driver for domestic travelers while destinations such as Japan and China's Lijiang region gain traction among Thai guests.

The Vision Behind Club Med Koh Samui

Scheduled to open in 2028, Club Med Koh Samui will become Thailand's first Exclusive Collection beach resort and a flagship expression of the brand's premium ambitions.

Courbet describes the decision to bring the Exclusive Collection concept to Koh Samui as a natural evolution of Club Med's regional strategy.

"As demand for our highest tier luxury experiences accelerates across Asia, introducing our Exclusive Collection to Thailand was a natural strategic step. Our corporate strategy is heavily focused on this premium allocation, and Koh Samui is the perfect match. The island is globally connected yet retains an intimate, soulful charm. It allows us to offer an ultra-premium, private sanctuary while celebrating Club Med's long, proud history in Thailand."

While details remain under wraps, Courbet hints at a resort designed to embrace its island setting.

"While we are keeping details confidential ahead of our 2028 opening, guests can look forward to an architectural design that blends seamlessly into the natural landscape with panoramic ocean views. The resort will feature oversized private spaces and villas, tailored concierge services, and curated culinary experiences that blend Thai flavors with international refinement, all delivered with our signature multicultural warmth."

The resort is expected to offer more than 200 meters of private beachfront alongside a hospitality concept designed for families, couples, and travelers seeking a more intimate luxury experience.

Sustainability and the Future of Luxury

For Courbet, the future of hospitality is inseparable from environmental stewardship and cultural preservation.

"The future of luxury tourism is entirely dependent on preservation. For Koh Samui, the key is high-value, low-impact tourism. At Club Med, our pioneering spirit drives us to protect the destinations where we operate. We believe in coexisting harmoniously with the local community by preserving cultural integrity and enforcing strict environmental standards. Luxury and sustainability can no longer be separate strategies."

This philosophy is particularly relevant for destinations such as Koh Samui, where maintaining a balance between growth, community engagement, and environmental protection will shape the island's future trajectory.

The Club Med Difference

The Exclusive Collection represents Club Med's highest expression of hospitality, but Courbet emphasizes that its defining quality lies in ease rather than extravagance.

"Traditional luxury can often feel rigid. Our Exclusive Collection portfolio combines the absolute privacy, refined elegance, and personalized attention of a boutique resort with Club Med spirit. It is a premium, all-inclusive experience where all logistics are entirely managed, allowing guests pure peace of mind in a soulful, upscale environment."

As travel becomes increasingly flexible, Club Med is also responding to changing lifestyles, including the rise of multigenerational holidays and shorter, experience-driven getaways.

"The boundaries between work, life, and travel have permanently blurred, driving a massive rise in multigenerational travel. Our business performance continues to show remarkable, record-breaking growth in our Mountain and Snow sector, which heavily draws these family groups."

Looking Ahead: The Emergence of Hushpitality

When asked what will define travel over the next five years, Courbet points to three emerging themes: purpose-driven journeys, sports tourism, and what he calls Hushpitality.

"Three major forces will dominate the landscape. The first is the rise of the Whycation, where the purpose of a trip matters just as much as the destination. The second shift is the boom in sports tourism. Finally, we are seeing the emergence of Hushpitality, which focuses on low-friction travel designed to eliminate planning fatigue."

As Club Med enters its next phase of expansion, Koh Samui is poised to become more than a new resort destination. It signals a broader evolution in luxury hospitality—one defined not by excess, but by meaningful experiences, thoughtful design, and the freedom to simply enjoy the moment.

[PHOTO: Courtesy of Club Med]