Club Med appoints CEO for Middle East market

Club Med has appointed Charlotte Bernin as Chief Executive Officer for its Europe, Middle East and Africa (EMEA) markets, effective 1 February, marking a new phase of expansion for the all‑inclusive resort pioneer. She succeeds Anne Browaeys and joins the Executive Committee, reporting to Stéphane Maquaire, President and Chief Executive Officer of Club Med.

Her appointment comes as Club Med pushes ahead with plans to develop up to six resorts in the Middle East over the next decade, led by its first Gulf property, the 300‑room Club Med Musandam in Oman, slated to open in 2028. The Middle East is positioned as both a key source market and a strategic development hub for the brand’s next stage of growth.

Bernin will work alongside EMEA teams to double the group’s presence across the region, including the Middle East, Europe and Africa, helping to translate its new upscale Forever Young strategy into gains in performance, efficiency and growth. 

Based in Paris, she joined Club Med in 2009 and, since 2024, has served as Director of the France and Northern Europe markets, where she has delivered strong growth and supported the transformation of the group’s commercial and omnichannel business models.

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Her earlier roles included leadership positions in pricing and revenue management and as Director of Marketing & Sales for the Exclusive Collection, experience that has underpinned Club Med’s ongoing move upmarket. 

Commenting on the appointment, Maquaire said Bernin’s extensive experience across key business functions “gives her an excellent understanding of the company and our markets”, adding that her leadership will be central to accelerating Club Med’s expansion.

Club Med’s Forever Young strategy reinforces its positioning as a premium, family‑friendly all‑inclusive brand with a strong focus on wellness, nature and shared experiences across generations. In H1 2025, the group generated business volume of €1.175 billion, up 4% year on year, with resort operating income climbing 17% to €155 million, average daily rates increasing 5% and occupancy remaining stable at around 70%. 

In the Middle East, the Musandam project marks the entry point for a wider regional rollout, with ambitions to open up to six resorts in the Gulf over the next decade, including in Bahrain, Qatar, the UAE and Saudi Arabia’s Eastern Province.

For more information, visit clubmed.co.uk