Cover The brand’s mountain resorts embrace active longevity through nature, movement and outdoor adventure (Photo: Club Med)
The brand’s mountain resorts embrace active longevity through nature, movement and outdoor adventure (Photo: Club Med)
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As Club Med launches its global campaign, The Art of Free Time, the brand makes the case that the ultimate luxury goes beyond seeing and doing everything, but having the freedom to choose
When was the last time you took a real holiday without feeling guilty about it? The kind of break where you were not tethered to your laptop or mobile phone, but had the luxury and freedom to do exactly what you wanted—whether that meant lounging by the pool, lingering over a long breakfast, setting out on a nature hike or filling the day with adrenaline-pumping activities.
The fact is, there is no single formula for spending free time the right way. That is precisely what Club Med’s new global campaign, The Art of Free Time, is about. Launched this September, the campaign draws on founder Gérard Blitz’s philosophy that “the purpose of life is happiness”. Since the first Club Med opened in the Mediterranean in 1950, this belief has shaped the brand’s ethos: helping guests reclaim their free time for what truly matters to them.
“The Art of Free Time is built on the belief that in a world encouraging us to do more, true downtime has become one of life’s greatest luxuries,” says Stéphane Maquaire, president and CEO of Club Med. “Since its inception, Club Med has championed a different way of experiencing time … one defined by freedom, connection and discovery.”
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Above Club Med’s all-inclusive properties in the European Alps make for the perfect winter getaway
Club Med’s all-inclusive properties in the European Alps make for the perfect winter getaway
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Maquaire also points to the strength of Club Med’s all-inclusive model, which welcomes solo travellers, couples and families alike. It is an approach that continues to resonate across global markets while playing a strategic role in the brand’s next chapter of growth. And with Club Med’s expanding portfolio, there is no shortage of destinations in which to exercise that freedom of choice.
In Asia-Pacific, Club Med is expanding its footprint with the opening of Club Med Borneo on the shores of Kuala Penyu in Sabah, this November. It will be the brand’s first beach resort in Asia to achieve Breeam (Building Research Establishment Environmental Assessment Method) sustainability certification, with a design that honours local heritage through timber pavilions inspired by traditional Rumah Rungus longhouses. Nestled between lush forest and cascading waterfalls, the 400-room resort includes 39 Exclusive Collection Suites within the adults-only Mutiara space, alongside three dining venues, a South China Sea-facing infinity pool and an extensive family activity programme. Beyond the resort, guests can set out on guided river safaris in search of local wildlife or immerse themselves in regional traditions at the Mari-Mari Cultural Village.
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Above Club Med South Africa Beach & Safari combines a premium beach resort with an exclusive safari experience
Club Med South Africa Beach & Safari combines a premium beach resort with an exclusive safari experience
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A similar spirit defines Club Med South Africa Beach & Safari, which opened in July 2026 on KwaZulu-Natal’s Dolphin Coast. As the world’s first Club Med to combine a premium beach resort with an exclusive safari experience, it brings two distinct escapes together in a single journey. The resort features 411 Zulu-inspired accommodations, three pools, four bars, two signature restaurants and the brand’s inaugural surf school. Guests staying in the 66 Ilanga Exclusive Collection Suites also have access to a private lounge, dedicated bar and secluded pool.
Inland, the 80-room Vikela Safari Lodge sits within an 18,000-hectare private game reserve. Here, guided Big Five game drives and traditional boma gatherings beneath the stars offer a dramatic change of pace from the coast. The real luxury lies not simply in experiencing two destinations in one trip, but in moving seamlessly between them without the stress of complex planning.
Above Club Med’s properties in Hokkaido, Club Med Kiroro Grand and Club Med Tomamu showcase Japanese mountain living well beyond the winter season
Club Med’s properties in Hokkaido, Club Med Kiroro Grand and Club Med Tomamu showcase Japanese mountain living well beyond the winter season
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Mountain escapes
Free time does not always mean lounging by a pool. It can also mean moving, exploring and embracing the great outdoors. In Hokkaido, Club Med Kiroro Grand and Club Med Tomamu showcase Japanese mountain living well beyond the winter season. Come summer, the landscape transforms into a sweep of lush greenery, allowing guests to trade ski runs for hiking, mountain biking, mountain boarding and tennis in the crisp alpine air.
The European Alps offer a similar draw during the warmer months. Across France, Italy and Switzerland, Club Med’s mountain resorts transform into outdoor playgrounds, balancing alpine hiking and biking with restorative wellness treatments and regional gastronomy. The result is a broader vision of the mountain holiday, centred on sport, nature and restoration.
At Club Med Vittel Ermitage in northeastern France, even the family getaway has been reimagined. The Art Deco resort is the first in Club Med’s portfolio to officially welcome four-legged family members, complete with a dedicated “Doggy Welcome Kit”. On-leash pets can accompany their owners through common areas, while weekly guided walks through the surrounding Vittel parkland offer a scenic way to embrace a slower rhythm.
For those seeking an active escape with a competitive edge, Club Med Magna Marbella in Spain delivers. Nestled among Mediterranean gardens with views of the Sierra Blanca mountains, the resort features eight padel courts, expert coaching and daily tournaments. Afterwards, guests can unwind over Spanish tapas and regional dishes, enjoy a spritz by the lagoon pool and embrace the relaxed l’esprit libre (free spirit) atmosphere.
Above Club Med’s five-masted yacht offers the ultimate nomadic escape at sea
Club Med’s five-masted yacht offers the ultimate nomadic escape at sea
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Space to slow down
Elsewhere, Club Med’s portfolio offers more contemplative ways to unwind. At Club Med Kani in the Maldives, a new generation of overwater suites features design details inspired by nature, island tranquillity and traditional Maldivian craftsmanship, with private decks opening directly onto the turquoise lagoon. Meanwhile, Club Med Bintan’s multi-phase redesign introduces refreshed accommodations, a family waterplay area, updated dining concepts and the Asia debut of the brand’s Amazing Family! Hub indoor playground.
For a true journey off the grid, the Club Med 2 sailing yacht allows the voyage itself to become the destination. At sea, the urgency of modern life recedes into the background, with days guided by changing horizons rather than calendar invites.
Ultimately, the beauty of free time is not about squeezing more hours into the day. It is about placing fewer demands on the hours you have. By taking care of the practical details, Club Med leaves you free to decide what comes next: a morning on the slopes, an afternoon by the sea, a sunset safari, a game of padel or simply doing nothing at all.
In a world that constantly pushes us to do more, the ability to pause has become the ultimate luxury. The ideal escape is not about seeing everything. It is about having the freedom to choose. That is The Art of Free Time
Credits
Images: Club Med
Dudi Aureus is the senior dining and travel editor at Tatler Singapore, covering the city’s most exciting restaurants, global travel trends, and the personalities shaping the culinary and lifestyle scenes. She also serves as co-jury chair for the Tatler Best awards in Singapore, celebrating the very best in hospitality. When she’s off duty, she can often be found at a favourite hole-in-the-wall Thai spot, savouring a perfectly balanced pad thai.
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