{"id":11305,"date":"2016-11-04T12:26:36","date_gmt":"2016-11-04T16:26:36","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/club-med-from-noneconomical-tourism-to-ecological-tourism\/"},"modified":"2016-11-04T12:36:17","modified_gmt":"2016-11-04T16:36:17","slug":"club-med-from-noneconomical-tourism-to-ecological-tourism","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/club-med-from-noneconomical-tourism-to-ecological-tourism\/","title":{"rendered":"\u201cClub Med\u201d: from (non)economical tourism to eco(logical)-tourism"},"content":{"rendered":"

As stated by Xavier Mufraggi, President and CEO, \u201cClub Med\u2019s all-inclusive getaways give you the freedom and peace-of-mind to share unforgettable experiences with those you love<\/em>\u201d. (Exhibit 1)\u00a0So imagine what would happen if a hurricane, a storm or a tsunami happened\u2026<\/p>\n

Exhibit 1<\/em><\/p>\n

\"cm3\"<\/a><\/p>\n

Indeed, climate change consequences can jeopardize the company\u2019s operating model<\/strong> in different ways. First, climate change will provoke greater weather volatility<\/strong> and increased frequency of extreme weather events<\/strong> that could threaten infrastructure and customers\u2019 safety (Exhibit 2). In addition to that, air travel costs<\/strong> will increase (e.g., carbon tax, increased price for fuel), leading altogether to decreased <\/strong>attractivity of touristic destinations<\/strong>. In the long run, the company may also be criticized<\/strong> because climate change will have negatively impacted water and food resources, reduced biodiversity and changed the landscape.<\/p>\n

Exhibit 2<\/p>\n

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With its dual positioning as a summer and winter destination<\/strong>, \u201cClub Med\u201d is all the more<\/strong> exposed to these threats. Indeed, its coastal and island destinations will face an increased vulnerability to rising sea level, hurricanes, flooding, water shortages and erosion. Its winter destinations will be characterized by reduced snow cover and shorter cold.<\/p>\n

In order to face such challenges, \u201cClub Med\u201d could implement two series of solutions – curative and preventive<\/strong>. Curative solutions could include the construction of resorts higher above sea level, storing food for emergencies, implementing disaster training or a “four-seasons” approach for mountain-based locations.<\/p>\n

Interestingly enough, \u201cClub Med\u201d seems to currently prioritize preventive solutions<\/strong>. Not only has the company taken a series of symbolic actions to show its commitment to the fight against climate change[1]<\/a>, but the management team has also launched a global strategy to fight global warming<\/strong>. Indeed, according to Agn\u00e8s Weil[2]<\/a>, Chief Sustainability Officer at Club Med in 2013, the strategy has three core components:<\/p>\n