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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.

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

What separates a good experience from a great one on a golf course, at a tournament or on a golf trip? “It comes down to those touchpoints that move experiences towards emotion,” says Richard Payne, Director of Commercial Strategy and Golf at Levy. “It’s anticipating what your customer or guest wants before they even know they want it.” In our latest video, Richard breaks down the small, high-impact tweaks that clubs and resorts can make to deliver exceptional experiences – and drive loyalty and revenue. He explains the importance of: Making every guest feel like a VIP Identifying the ‘emotional’ touchpoints Using technology to optimise the opportunities From first click to first tee “An ‘exceptional experience’ at any sporting event really comes down to those touchpoints, those moments that move experience through to emotion,” said Payne. “When a customer thinks of going for a sports experience, their journey starts from the moment you first engage with that person. That’s why the digital journey and the communication you use leading up are so important. “It’s about understanding who that person is, and ensuring a seamless experience all before they set foot on the property. “And then when they arrive, you want them to know exactly the type of place they’ve come to. Having your brand prominent on arrival, like the feeling you get walking into Wimbledon or the BMW PGA Championship. That’s something that really resonates with people. “Then, it’s about optimising all those small touchpoints that make a difference. Things like providing a guest with X on arrival, or having a little cool station with pick ‘n’ mix sweets. “When you’re talking about an experience, you’re potentially engaging with someone for 9 or 10 hours, and you’ve got to keep them engaged at every moment throughout that day.” “Golf resorts are the lifeblood of a golfer’s journey and the enjoyment of the sport. It’s that feeling, the emotion of belonging at the resort, of knowing the resort values you as an individual. They know that you’re in a group and they value that your group wants to have a great time.” How technology makes it effortless “Again, it comes back to those touchpoints,” Payne continued. Making sure you know exactly what your guest wants at every stage of their journey. That’s where AI becomes an incredibly useful tool, providing you with guest data to personalise their experience. “You know exactly when they’ll arrive because they’ve downloaded your app, so you can have a member of staff waiting to greet them with a drink. On the course, you know what hole they’re on and have a beer or a bacon sandwich waiting. “It’s about understanding what they want before they’ve asked for it. It’s frictionless, it’s effortless. And this is where technology can really make a difference, and golf resorts should be taking advantage of these opportunities.” Ready to adapt your 2026 strategy? If you’re wondering how your club or resort can consistently offer exceptional experiences, get in touch with our

Younger customers, experiential living and value over cost were among the real estate insights on the agenda at the Fine & Country Annual Conference, where European Tour Destinations exhibited to property professionals from around the world. The event, held at The Belfry, celebrated excellence, shared insights and marked a milestone 25th anniversary for the global network of luxury real estate agents. European Tour Destinations real estate consultant Sandra Ruttle was present to promote the wide range of residences at network venues, along with representatives from INFINITUM Resort in Spain and Palmares Ocean Living & Golf in Portugal – two of the newest member venues in the network. “The Fine & Country conference was an excellent opportunity for two of our network venues to share the incredible real estate on offer at their resorts,” said Ruttle.  “It was also a temperature check on the market in general, and there were some important takeaways both from the presenters and from fellow professionals.” One of those centred on the continued need to deliver ahead of customer expectations. Another highlighted the fact that luxury resort homebuyers are looking for a safe, secure and emotional connection with their new home, while a third outlined how experience living still remains big business. “The shift towards experience-led lifestyles and the preference for real estate that tells a story supported by quality, craftsmanship and service shows no signs of slowing, whilst women remain the main drivers in the buyer decision,” Ruttle continued. “Another point was that customers are younger than they have typically been previously, particularly those from outside Europe. A new generation of affluent purchasers is entering the market earlier and shaping demand for modern, lifestyle-driven properties.  “AI is also making buyers more educated – and sometimes more complex. They arrive with higher expectations and more specific demands thanks to deeper research using AI tools.” Ruttle also noted that India, Mexico, Nigeria and Vietnam are strong emerging markets for real estate, and that buyers are placing value over price. “People are seeking quality, longevity and meaningful experiences and often those values mean more to them than how expensive a property is,” said Ruttle.

Watch: How golf clubs and resorts can embrace AI To understand how Ben’s insights are translating into day-to-day reality, we caught up with Heribert Rubiano, Sales Manager at Arabella, for an on-the-ground perspective. AI as an ‘invisible operator’ “The idea of AI as an ‘invisible operator’ resonates strongly with how we’re adopting it at Arabella Golf Resort Mallorca,” said Rubiano. “For us, it’s becoming part of our operational infrastructure – something that sits in the background and helps everything run more effectively. If it’s done well, it enhances the guest experience without them even noticing it’s there. “We’ve already implemented AI across several areas of the business. One of the most impactful has been for multilingual communications, which is particularly important given the international profile of our golfers and visitors. It allows us to respond more quickly and clearly, while still maintaining a personal tone. “We’re also using it across our day-to-day operations with things like reports, information analysis and internal documentation. These are essential tasks, but they can be time-consuming. So, by automating such processes, AI helps our teams work more efficiently and focus their time on being more customer-facing and having that important human connection with guests. . Using AI to enhance, not replace “This is a really important message for our team. You hear people frequently refer to AI as something that will take their job, but that’s not the case for us. By taking care of the more repetitive and predictable tasks, AI frees up our teams to focus on the guest. “That means more time spent delivering a personalised experience, having meaningful interactions and ultimately raising the standard of service. In a hospitality environment, that’s where the real value lies. “As Ben Martin highlights, AI can’t replace the human connection with a guest. It’s the small, personal touches, like being welcomed at the front door or a starter sharing local insight about the course, that really define an experience. “At the end of a trip, those are the moments guests remember, and the reason they come back.” Impact of AI on searchability “In marketing, AI is also supporting how we approach content creation and optimisation, particularly from an SEO perspective. It’s helping us draft social media content or optimise imagery, allowing the team to work more efficiently without sacrificing quality. “But the bigger shift is how AI is starting to influence how people discover destinations – a key theme at this year’s European Tour Destinations Conference. “As more users rely on AI-driven platforms and tools to plan their travel and golf experiences, it’s no longer just about ranking well on traditional search engines. Increasingly, it’s about how your resort is understood and recommended by AI. When someone asks where to travel or where to play, you want to feature in the answer and be among the listed recommendations. “For us, this means placing greater emphasis on clear, structured and high-quality digital content, ensuring Arabella Golf Resort Mallorca is well positioned within these emerging discovery channels.