Today’s golfer, particularly travelling golfers, women, younger players and non-members, judges an experience long before they reach the first tee. They judge it from the website, the digital interaction they might have had with the venue, the physical arrival experience, the atmosphere, the welcome, lighting, signage, the retail offering and whether the overall environment simply feels comfortable. Increasingly, the most successful golf destinations in the world have recognised this shift. Reflecting on the comments of human behavioural psychologist Stephen Smith on behavioural neuroscience and customer psychology, what stands out is how they don’t just  align with what the leading clubs and resorts are already beginning to do – they provide the essential scientific validation for it.  The most forward-thinking venues are no longer just designing golf clubs; they are implementing designs for emotional experiences. This approach translates into creating spaces that explicitly feel open, welcoming and intuitive. It means understanding that guests want ease, comfort and confidence immediately upon arrival. Furthermore, it confirms that seemingly small details – such as natural light, clear visibility, seamless flow, warmth of greeting, genuine inclusivity and precise retail positioning – can have a huge impact on customers’ behaviours and how long they stay. Across our network, we are registering a serious, sustained investment by our Destinations into this crucial side of the business, and the commercial results are incredibly positive. A great example is at Europe’s leading golf resort, Costa Navarino in Greece, where the retail and clubhouse experience has become a major part of the overall guest journey. The strategic pro-shop revamp wasn’t simply about selling more products; it was engineered to create an environment people actively choose to spend time. The result has been a significant increase in retail revenues and guest engagement. A similar commercial success story is unfolding at Camiral, the 2031 Ryder Cup host venue, an hour north of Barcelona. Careful attention has been paid to the flow between golf, hospitality and retail. The resulting space is modern, open, with a premium finish, and its commercial impact has been substantial. The redesigned retail experience has driven major growth in pro-shop sales while also reinforcing the resort’s wider brand identity. From an architectural perspective, several network venues are establishing new global standards.  Palmares Ocean Living & Golf in the Algarve won the Clubhouse of the Year Award at the 2025 World Golf Awards. Its stunning design is a direct application of the science, purposefully engineered to appeal to the emotional brain that Stephen references. La Hacienda Links Golf Resort, on the Costa del Sol with unique views of the sea and across the bay to Gibraltar, is famous for its award-winning halfway house, which features a  bright, open entrance and compelling views that counteract primal fears of darkness and enclosure. Similarly, in northern France, Le Touquet Golf Resort’s clubhouse employs expansive windows, flooding the space with natural light to create an inviting, safe environment. Historically, golf has failed to prioritise these design principles.Too many clubhouses were constructed around the expectations

The hidden 90%: How our brain really makes decisions “We like to think of ourselves as logical and rational, but that’s only partly true,” said Smith. “If you think your customers are making purchasing decisions based on price and logic, you’re missing 90% of the picture.” Research by Daniel Kahneman showed that about 90% of our decisions are fast, subconscious and irrational. The human brain actually works as three interconnected systems: The thinking brain (neocortex), which handles conscious thought, reasoning and analysis. The mammalian brain (limbic system), which controls emotions, memories and – crucially – decision-making. Most decisions are made here, not in the thinking brain. The reptilian brain (the oldest part), which governs survival functions and instinctive reactions (like jumping when startled). “All sensory information first passes through the emotional brain, which applies an emotional filter before the thinking brain gets involved. That means we often feel before we think,” explained Smith. “This is relevant to clubs and resorts because these instincts continue to shape our everyday decisions. For example, people subconsciously feel safer if they see other people. Conversely, empty, open environments can make people feel unsafe.” What golf clubs and resorts often get wrong Arrival anxiety: Humans hate feeling lost, confused or exposed, so poor signage or unclear direction can trigger ancient survival instincts, where people feel vulnerable. “The arrival experience is critical,” Smith continued. “Some visitors, especially women, may even leave before entering if they feel unsafe.” Dark entrances = Danger: Many clubs have dark, enclosed entrances you can’t see through. These subconsciously trigger a fear response because humans evolved to avoid entering dark spaces such as caves – these environments historically meant danger. “It’s why modern hotels and shops have open, glass entrances and bright lighting to counter this primal fear,” explained Smith. Threatening silence: When a visitor steps inside a new space, their reptilian brain is running a quick safety check. If the environment is silent, staff members are unfriendly or there’s no clear focal point, the unconscious instinct is to retreat.  “People are territorial animals and entering a new space can feel threatening. So, a warm greeting, friendly staff and a clear welcome point, like a reception desk, immediately does the opposite, signaling safety and belonging.” Interior design = cost of exclusion? Humans subconsciously look for signals of belonging. When entering a space, if visitors don’t see themselves reflected in the environment, they feel like they don’t belong, and they will not stay, spend or return.  “Many clubs and clubhouses have been designed by men for men – and this is a critical commercial blunder that needs to change,” said Smith. “This feeling of representation doesn’t just apply to potential women members but to families, younger people and diverse groups who might otherwise be your highest-spending demographics.” Customer feedback dominated by confirmation bias: This is where people justify emotional and instinctual feelings with seemingly logical, trivial explanations.  “Customers often can’t explain why they feel uncomfortable,” Smith cautioned. “They know they feel bad, but

The par-72 Legend Course at the Constance Belle Mare Plage, which has previously hosted the MCB Tour Championship on the Staysure Legends Tour, is the picturesque venue this week. Designed by Hugh Baiocchi, the championship course winds through an indigenous forest and along one of Mauritius’s most stunning lagoons. Constance Belle Mare Plage is proud to host this landmark event, marking the first-ever Ladies European Tour tournament in the Indian Ocean. This inaugural edition further affirms the resort’s standing as a leading golf destination, while showcasing Mauritius on the international golfing stage. A field of 120 players representing 33 nationalities are teeing it up with 11 invites, 90 LET players and 19 players from the Sunshine Ladies Tour all vying to be the first player to lift the newest trophy on Tour. LET Order of Merit leader Agathe Laisne is in town having secured her second LET victory just a couple of weeks ago at the Joburg Ladies Open. The Frenchwoman also won the Ford Women’s NSW Open in Australia and now leads the rankings with 1,321.70 points. Just behind her is South Africa’s Casandra Alexander, who is the top-ranked player in the field this week at number 40 in the Rolex Rankings. Alexander is one of four LET winners from the 2025 season teeing it up this week and is joined by England’s Cara Gainer and Alice Hewson alongside Czechia’s Sara Kouskova. Another English player to watch out for is the latest LET champion Esme Hamilton, who won last week’s Investec SA Women’s Open. A total of 15 rookies will be teeing it up in Mauritius; meanwhile there are 28 LET winners in the field who have a combined total of 56 LET wins. All three rounds of the MCB Ladies Classic – Mauritius will be broadcast live from May 1-3. The event is made possible with the valued support of key partners and sponsors, including VISA, Air Mauritius, BMW and the Mauritius Tourism Promotion Authority, whose contribution helps bring this prestigious international tournament to life in Mauritius. Keep up with all the action at the MCB Ladies Classic – Mauritius on our socials – @LETgolf on Instagram and X and Ladies European Tour on Facebook and YouTube – #MCBLadiesClassic.

First established in 2006 as the AEGEAN Airlines Pro-Am, the tournament was inspired by Theodore Vassilakis, founder of AEGEAN, and Captain Vassilis Constantakopoulos, founder of Costa Navarino. The event has been hosted at Costa Navarino since 2010, where it has since evolved alongside the destination. In 2021, it joined forces with the Messinia Pro-Am shaping the tournament as it is known today, reaching its landmark 20th edition in 2026. Throughout the years, the event has been sanctioned by the Confederation of Professional Golf and supported by the Hellenic Golf Federation and the PGA of Greece. Taking place from June 24-27 across three of Costa Navarino’s four 18-hole signature courses — The Dunes Course, The Hills Course and the International Olympic Academy Golf Course — the popular 54-hole tournament offers participants the opportunity to combine world-class golf with the renowned warmth and hospitality of Greece. The AEGEAN Messinia Pro-Am annually attracts an international field of professionals and amateurs, with each team consisting of one professional and three amateurs competing for a range of individual and team prizes. Set against cloudless blue skies and the idyllic backdrop of the lush seaside Messinian landscape, the four-day event promises a unique golfing challenge alongside a rich social programme. The tournament week will feature a variety of themed social events, culminating in a prize-giving ceremony. This year’s anniversary event will carry special significance for Costa Navarino – named as the ‘World’s Best Golf Venue’ at the last two editions of the World Golf Awards – and further reinforces the destination’s reputation among the world’s premier golf venues. Participants can choose from a range of four, five or seven-night tournament packages, which include accommodation at the five-star revamped The Westin Resort Costa Navarino and the opportunity for players and guests to enjoy the destination’s extensive gastronomy, leisure and cultural experiences. AEGEAN, the title sponsor and the official air carrier of the tournament, is offering special ticket fares for participants and their companions, complimentary golf bag carriage for players, and free flight tickets for participating PGA professionals, officials, VIPs and other tournament sponsors. Team registration for the AEGEAN Messinia Pro-Am 2026 is now open and will be allocated on a first-come, first-served basis. For more information on packages and bookings, please visit: www.aegeanmessiniaproam.com European Tour Destinations is proud to have Costa Navarino in its network of world-class venues, and events like the AEGEAN Messinia Pro-Am are a perfect example of why it continues to be one of the most sought-after golfing destinations in the world. Find out more about what Costa Navarino has to offer here.