Watch: Creating exceptional experiences that keep guests coming back
As the resort gears up to host the 2031 Ryder Cup, that experience-led hospitality becomes even more important.
Director of Golf Flavio Papa explains…
Making every guest feel like a VIP
“At Camiral, our goal is to personalise and elevate the experience of every guest who walks through our doors,” he said.
“At the 2026 European Tour Destinations Conference, Richard Payne from Levy, talked about treating every guest as a VIP, and that resonates deeply with what we’re trying to build at Camiral.
“However, what VIP really means is evolving. It’s no longer just about a room upgrade or a welcome amenity. Those can be important, but there’s now a stronger emphasis on curating an experience that feels designed entirely around that individual – one that anticipates their needs, reflects their preferences and makes them feel genuinely valued at every touchpoint.
“We’re focusing on extending the guest journey beyond the resort by building a stronger pre-arrival experience. Our goal is to personalise each visit long before a guest sets foot on the property, moving from a reactive service model to a proactive, tailored approach.
“To achieve this, we’ve implemented an automated outreach system that contacts guests before they arrive. Unlike a standard booking confirmation, this communication is more personalised and helps identify individual needs and preferences in advance.
“This allows us not only to improve the overall guest experience, helping us anticipate requests and deliver a seamless experience from the first interaction, but also to drive ancillary revenue by promoting curated services like golf tee times, dining reservations, or wellness.
“This automated system enables us to personalise at scale by helping us to understand and deliver on each guest’s unique definition of a ‘perfect stay’.
“Every guest arrives with different motivations. Our job is to capture those insights early so we can exceed expectations the moment they arrive.”
Putting people at the centre
“To consistently deliver an ‘exceptional’ experience, we focus heavily on developing our staff. They are the ones who create the personal moments that matter,” Papa continued.
“To ensure continuous growth, we complement our internal HR training programmes with bi-annual on-site training from the 59Club. These sessions provide fresh insights and reinforce global service standards through tailored dynamics that evolve with an employee’s tenure, from onboarding to advanced leadership.
“In response to modern learning preferences, we are also launching a library of short-format Standard Operating Procedures (SOPs) videos. By showcasing real-world best practices, these videos will help standardise our operations while making the onboarding process more engaging and innovative.
“This multi-layered approach ensures development is a continuous cultural pillar rather than a one-time event.
“And, to Richard’s point, it is the small, human interactions that define a guest’s memory. By training our team to recognise and own these emotional touchpoints, we ensure our guests have stories worth sharing – and a reason to return.”
Creating a lasting legacy
“Creating that kind of experience at scale, however, requires more than good intentions. It requires the right infrastructure behind it. It’s true, technology, and specifically AI, is playing an increasingly important role for us at Camiral.
“By using AI to optimise our internal procedures and take care of the behind-the-scenes work, it provides our staff the opportunity to spend more time on the human interactions that elevate an experience.
“While our integration of AI is in its nascent stages, its influence is already felt as many of our team members already leverage these tools to enhance their daily workflows. However, we have only begun to scratch the surface of its full potential.
“Our focus moving forward is to transition from individual usage to a standardised framework across the organisation. By automating routine complexities and ensuring absolute consistency in our backend operations, we liberate our greatest asset: time. This efficiency is not an end in itself, but a means to deepen our commitment to bespoke guest experiences.
“In an increasingly digital world, we remain steadfast in our belief that AI cannot replicate the nuance of human emotion. We view technology as the engine of efficiency, but genuine human connection remains the soul of our service.
“Ultimately, we want every guest to leave as a true ambassador for Camiral, carrying that experience and that brand with them long after their visit. We want them to be people who return, who recommend us, and who tell our story for us. As a Ryder Cup venue, that’s the lasting legacy we’re working towards – and the standard we’re holding ourselves to.”
