When the new Club Med Miches Playa Esmeralda opens its doors Nov. 30, guests will be transported to not one but four different experiences within the same resort, all located in an unspoiled corner of the Dominican Republic.
The new property, unveiled to the travel industry at an exclusive Manhattan event on Jan. 24, showcased those new experiences to guests through a series of interactive displays, from food and beverage samplings to activities such as crafts for kids and an immersive VR demonstration of the resort’s adult offerings.
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The property, which marks the debut of Club Med’s Exclusive Collection in the Americas, will offer a wide range of experiences for guests of all ages through four unique hotels.
The three Es of Club Med Miches Playa Esmeralda
In an exclusive interview with PAX, Xavier Mufraggi, Club Med’s president and CEO for North America and the Caribbean, said that development of Club Med’s newest Caribbean resort centred around a vision of creating a property that could cater to guests both today and into the coming years.
“When we developed this property, we were really looking at what the vision of the luxury all-inclusive is going to be and we saw different things,” he said, describing the property in the following terms:
With the unique landscape of Miches being the main draw for Club Med to build in the area, Mufraggi said that conservation and preservation of the region’s natural attributes are a key consideration. Those include Montaña Redonda (with its iconic swing at the summit, recreated in a photo opp at the Miches launch event), the Limón Waterfall and Samaná Bay, a prime spot for observing humpback whales.
“Most people know Dominican Republic for the beaches and when we initially spoke to the government, they reminded us that the DR is much more than that,” he said. “There’s waterfalls and mountains and the whales in Samana. They told us that all of these iconic experiences are located 30 minutes from Miches.
“People want us to respect the environment and know where the food and beverage are being sourced from,” he said, adding that a number of ecological measures were taken during development, such as the replacement of any trees removed during construction.
With guests looking for increasingly unique and exclusive experiences, Mufraggi said that it was of paramount importance to keep Club Med Miches Playa Esmeralda small and intimate.
At just 335 rooms total, the experience becomes even more exclusive when those suites are divided across the four hotels within the resort.
“It has to be low-density,” he said. “So many developments have towers, but we hear so many travellers saying that luxury travel is not towers. If I’m on the beach and I look back inland, I shouldn’t see a hotel!
“I think when you consider all the trends we’re seeing now, any resort that’s centred around a high-capacity tower may have a lot of problems in the next few years.
While Club Med has long offered something for every member of the family, it was the success of the Zen Oasis adults’ section at nearby Club Med Punta Cana which inspired the creation of dedicated spaces for both adults and kids at Miches.
“Three years ago, we realized that couples wanted to go to Club Med but wanted space just for adults,” Mufraggi told PAX. “We built the Zen Oasis at Punta Cana in 2015 and it was very successful. Not only for the couples who wanted their own space but for families too: when the parents put their kids in the Mini Club, they were looking for a space of their own. Once the kids are taken care of, you get to have an adult vacation until 5 p.m.!”
“You need to have a solution for families – it can’t just be about couples.”
Four villages, four experiences
Carolyne Doyon, Club Med’s senior vice president, Canada & Mexico, described the four villages of Club Med Miches Playa Esmeralda to PAX:
Clientele: Families of all ages
Featuring 111 rooms, Caribbean Paradise is located closest to the heart of the resort, near the main bar and pool, along with many of the restaurants. Deluxe Rooms and Ocean View Junior Suites are available here.
Clientele: Families with young kids
Geared toward families with active kids, Explorer Cove is home to the resort’s Mini Club and Baby Club. The hotel’s 158 rooms are available in Ocean View Family Junior Suites, Deluxe Family Rooms and Deluxe Rooms, along with the exclusive La Perla section. La Perla features four oceanfront penthouse family suites with a rooftop terrace and 16 oceanfront family suites, each with special access to its own private family pool, family bar and beach cabanas.
Clientele: Upscale and exclusive
An adult-exclusive village accessible only to guests saying there, Archipelago features 18 oceanfront suites, each with their own private pool. Guests who stay in this area also benefit from an outdoor shower, and a direct infinity view from the bedroom.
Clientele: Serenity seekers
Similar to Zen Oasis in Club Med Punta Cana, Emerald Jungle is an adult-exclusive village focused on wellness, featuring 48 deluxe rooms. The area is close to the Zen pool, fitness facilities, spa and the wellness bar. The facilities of Emerald Jungle are available to adults staying elsewhere in the resort.
Selling Club Med Miches Playa Esmeralda
With sales already strong for this Club Med Miches Playa Esmeralda, Doyon shared the following advice for travel agents looking to book clients to this new property:
Book early: “Our resorts are low-density – Miches will have 335 rooms – so it’s not too big; we don’t have a tower with thousands of rooms. If you want the best price and choice of rooms, you need to book fast.”
Rediscover Club Med: “Club Med Miches Playa Esmeralda is the first of our Exclusive Collection properties in the Americas and, with it’s four villages, can really target a broad audience. Whether they don’t know Club Med or are already familiar with us, it’s time to rediscover where the brand is now.”
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