A data-driven strategy
In 2022, Club Med launched an innovative data-driven strategy, creating its own Data Factory. This setup serves as a data management platform, integrated into a broader approach based on five fundamental pillars. In March 2023, the group expanded its ambitions, aiming to develop a generative artificial intelligence strategy to enhance the experience of its customers and optimize the work of its employees.
AI service offering for Travel Experience Designers
The first use case of this generative AI dynamic focuses on optimizing the work of Travel Experience Designers (TEDs). These professionals, often in direct contact with clients, will benefit from increased support in their daily tasks, making access to information easier. A pilot project was launched in September 2023. Subsequently, other applications have emerged, including a translation engine, automatic media indexing, and a solution to modernize legacy codes.
Integration of G.M Copilot on WhatsApp
In 2024, Club Med initiated a new phase by enhancing interactions with its clientele. The brand incorporated conversational tools on platforms such as WhatsApp, thus creating an instant and personalized booking channel. The team developed “G.M Copilot,” an AI-powered chatbot, leveraging an OpenAI model via Azure. According to Quentin Briard, General Marketing, Digital & Technologies Director, “We are proud to be among the pioneers in applying this technology”.
A revolutionized customer service
The G.M Copilot chatbot allows clients to easily interact and obtain price estimates for their stays. Real-time features support 24/7 accessible service, alleviating the workload of TED employees, who can focus on more complex tasks. After a successful experimental phase in Brazil, this service has been extended to several countries, including Singapore and the United Kingdom. To date, G.M Copilot has generated approximately 30,000 conversations.
Promising results and expanded deployment
In Brazil, Club Med observed that 55% of customer contacts occur via WhatsApp. A 90% compliance rate of responses was noted, with 60% of exchanges fully automated. Two-thirds of the requests concern pricing, while the remainder pertains to product information. Following these results, the deployment in France took place on November 19, 2024, and will be rolled out globally in 2025.
Hackathon for better use of AI
Club Med continues to explore the potential of AI by organizing a hackathon in collaboration with Microsoft France. This event allowed teams to familiarize themselves with artificial intelligence, fostering interdisciplinary collaboration. Six distinct projects were presented, addressing various issues. A prototype developed for human resources aims to facilitate employee assignment in various resorts, while an internal RAG model for legal professionals modernizes documentary research.
A writing assistant for marketing
As part of marketing initiatives, Club Med has also created a writing assistant, specifically trained in the brand’s terminology and style. This tool supports teams in content creation. Currently used by French-speaking teams, its success promises an extension into other languages. Three of the six projects from the hackathon are already in production.
Frequently asked questions about Club Med’s innovation with a Copilot on WhatsApp
What is the G.M Copilot launched by Club Med?
The G.M Copilot is a virtual assistant based on generative AI, integrated into WhatsApp, allowing clients to ask questions and obtain instant information about their stays, including price estimates.
How does the reservation service via WhatsApp work with G.M Copilot?
Clients can send messages via WhatsApp to ask questions, request rates, or get details on offers, and receive real-time responses thanks to the integrated AI.
What advantages does G.M Copilot offer Club Med clients?
G.M Copilot facilitates access to information, enables quick responses, enhances the customer experience, and frees employees from repetitive tasks so they can focus on higher-value services.
In which countries is the G.M Copilot service currently available?
The service started in Brazil and has since expanded to several countries, including Singapore, Malaysia, the United Kingdom, Belgium, Switzerland, and was launched in France in November 2024.
What type of questions can clients ask G.M Copilot?
Clients can ask questions about prices, availability, product details, as well as general inquiries regarding stays at Club Med.
How did Club Med develop this AI technology for G.M Copilot?
Club Med utilized a natural language processing model developed by OpenAI, integrating it into a solution based on Microsoft’s Azure infrastructure, coupled with AI-assisted retrieval methods.
What are the user satisfaction statistics regarding G.M Copilot?
In Brazil, 40% of conversations with G.M Copilot receive automated responses, with a compliance rate reaching 90%, indicating high user satisfaction.
Is the G.M Copilot service available at all hours?
Yes, G.M Copilot is available 24/7, allowing clients to interact at any time according to their convenience.
What future AI projects are planned at Club Med?
Club Med has announced the development of additional AI projects, particularly in the fields of human resources and marketing, to further optimize its operations.
