The resort in Port St. Lucie, which opened in 1987, is one of Club Med's top performers in occupancy and revenue, the company said. And the one-price concept is attractive to families, he said. Club Med is going beyond just resorts in its overhaul. Top U.S. cities in contention for the project some time next year include Miami, Los Angeles and Chicago. Club Med reduced its prices somewhat, too, Vanderslice said, and adopted a more consistent pricing strategy, so rates are the same no matter when a reservation is made.
Executives say the advertising campaign is paying off.
But in mid-March, shares fell 19 percent after the resort operator cut its profit forecast because of slow sales in the United States and Japan. Analysts attributed the drop to slowing economies in both countries. This was the second time in six months that Club Med said growth was falling short of expectations. Chairman Philippe Bourguignon earlier had promised sales and profit growth of 10 percent or more this year. Vanderslice is trying to make sure it doesn't.