Online sales accounted for 28% of Club Med‘s UK revenues for this year’s summer season, according to the group’s full year results released this week.
In contrast to other European tour operators, Club Med increased capacity in the UK during the year to end Oct ober 2008, carrying 31,000 Brits this summer compared with 28,000 last time.
Elsewhere, ClubMed’s business in the US took 30% of revenues online this summer, France 17%, Netherlands 32%.
Club Med has identified increasing online sales as one of three priorities for the current year, with the web also having a customer acquisition function.
“The Internet has a customer recruitment rate that is 10 points higher than the average for all distribution channels,” the report said.
Increased online business is key to its reducing sales and marketing costs, which came in for the year came in at 18.2% in 2008 of revenues compared with 20.2% last year.
The comany’s current trading update shows that online bookings for winter 08 are 20% up across the group.