Club Med is a premium, all-inclusive travel brand operating 70+ resorts in 40 countries and generating more than €2 billion in annual revenue by serving more than 800,000 clients annually through their extensive network of over 10,000 sellers.
Handling nearly two million calls every year alongside countless interactions over various channels, the company faced a unique challenge: maintaining top-notch customer experience at scale.
True to its trail-blazing DNA, Club Med now positions Generative AI at the heart of that effort, treating it as a strategic lever to both elevate guest experience and streamline operations.
WhatsApp now the fastest-growing service channel, the group wanted to deliver one-to-one, human-grade assistance that defines the “Gentils Membres” (GM) experience at hyperscale.
For this strategic mission, Club Med chose AlloBrain for its ability to design, train and operate large-scale LLM solutions, mastering both the organizational processes and the technical pipelines that guarantee reliability, deployment speed and governance.
Together we launched the IA product information agent, an AI-powered WhatsApp assistant built on LLMs and Retrieval-Augmented Generation (RAG) that serves instant, context-rich answers.
The solution sits alongside AlloBrain’s existing conversation anlysis and TED Copilot (internal sales assistant), giving Club Med a single, end-to-end artificial intelligence package across phone calls and chat, turning innovation into everyday guest delight.
A video presentation of the project is available below in this case study.
Deploying a Generative AI project at scale, especially in a high-stakes, customer-facing environment like Club Med, is inherently complex. One of the main challenges lies in ensuring control and reliability of the AI’s responses. To do so, the AI must draw from a wide range of scattered, often unstructured data sources (including internal documents, APIs, URLs …), all housed in diverse systems. This makes harmonizing the knowledge base and ensuring accurate, consistent answers significantly harder.
Another key difficulty is teaching the AI to understand the specificities of, in this case, the travel industry, the brand’s tone of voice, and the unique lexicon used by both agents and customers. These elements are critical to delivering relevant and natural interactions ; especially when customers expect seamless, real-time experiences over channels like WhatsApp.
This is why the project began with call analysis to fine-tune a model trained on real human interactions, ensuring both contextual accuracy and alignment with Club Med’s operational reality.
In the words of Siddhartha Chatterjee, Chief Digital Officer of Club Med, "Understanding our customers at scale and providing an unmatched experience was our north star. Traditional methods just couldn't cope."
Hear from Club Med leaders and view live demo clips of the WhatsApp experience.
To master Generative AI in a mission-critical environment, Club Med and AlloBrain rolled out the project in three deliberate stages, each one building the data, trust, and technical foundations for the next.
Why this phased approach matters
Together, these steps have resulted in a closed feedback loop where every voice or chat interaction feeds into AlloBrain's analyses, enabling understanding, model adjustment and agent coaching.
Chatterjee comments, "The international expansion of the AI Sales Agent and the excellent feedback we've received from our TEDs confirm our decision to trust AlloBrain to support us in this digital transformation. "
Post-integration of AlloBrain, Club Med witnessed transformative results:
With the IA product info agent, Club Med has:
Siddhartha Chatterjee aptly summarizes the impact: "In our quest for excellence, AlloBrain's solutions have proven invaluable. From agents to management, the ripple effect of efficiency, accuracy, and actionable insights has been undeniable.”
The solution integrates seamlessly with over fifteen custom APIs, thanks to configurable connectors that adapt to a variety of data formats and structures.
Our IA product information agent operates on a secure, enterprise-grade cloud infrastructure, guaranteeing robust security and full GDPR compliance. Real-time resort, pricing, loyalty, and payment data flow in through dedicated API connectors, providing the AI with precise, up-to-the-second context.
Our platform enables users to refine intent, tone and promotions autonomously, while call and chat transcripts feed AlloBrain's analytics loop to continuously refine the model and agent coaching.
With AlloBrain's successful integration and the tangible benefits witnessed, Club Med aims to further leverage AI-driven solutions to enhance other customer touchpoints.
Over the next eighteen months Club Med will extend the IA product information agent to twenty-five new markets adding languages.
"The implementation of AlloIntelligence brought us value from day 1 and allowed us to improve our customer journey thanks to the relevance of the analysis provided."
CX Awards 2023 : Gold - category Selfcare & Chatbot
CX Awards 2023 : Silver - category Innovation
Cas d'Or 2023 : Gold - category Conversational
Cas d'Or 2023 : Special Jury Prize
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