News

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.

“Automate the predictable to humanise the exceptional” was a phrase used at our recent European Tour Destinations annual Conference by Ben Martin, Director at market intelligence firm HKS. It points to the importance of human connection, the value of face-to-face contact in a world that’s increasingly digital and how – perhaps conversely – embracing Artificial Intelligence can help increase that connection. We spoke to Ben, to find out why and how golf clubs and resorts should be using AI, exploring: – AI’s role as an “invisible operator” – The systems AI can help automate – Why AI is crucial for searchability How should golf clubs and resorts be embracing AI? “AI can have a role as being an invisible operator,” said Ben. “What we should be striving towards is if we can automate the predictable, it allows us to humanise the exceptional. “A real life example of this starts with identifying the daily tasks within a business that are repetitious. For example, in the world of hospitality, it could be things like laundry or managing orders – those tasks are predictable. “Then, if we’re able to use AI to effectively manage those areas, it will free up people who may actually be desperately good at communicating with other human beings, to step out from behind the door to interact with the customer and have that personal communication. “And one thing is certain: today, humans are longing for more contact because we’re all on our phones, on Teams, Zoom or on WhatsApp. We’re actually lacking human connection, and so AI can have an important role in fostering that as well. “So, whilst there’s a lot of excitement about chat-bots and AI tools, there’s actually a whole layer of things that a business should be doing to run more efficiently behind the scenes, like using AI to reduce their use of water, manage bookings or optimise scheduling. “All of those systems can now be embedded in the design and infrastructure of our operations to make it more efficient, before we start thinking about the interaction with the customer.” Why has AI become so critical for search ranking? “Today, there are about a billion people that are using AI on a daily basis,” Ben continued. “If we’re searching for a new restaurant, for example, we’re not just searching for a name. “Now we’re actually saying, ‘I’d like a restaurant that is by the waterfront. I’ve got a party of 12. I’d like something a bit French, but a bit modern’ – and it becomes a paragraph. “All of a sudden, a search engine is trying to figure out how to answer your query in a list, and it can’t. “For a golf resort, this means that if you have a product, service or a destination to offer, you need to think of things differently. “The old ways of doing Search Engine Optimisation (SEO) are gone. We have to think of new ways of doing it, where our searchability is much more attuned to

European Tour Destinations has reinforced its status as one of the world’s leading golf venue networks at this year’s IAGTO Asia Pacific Golf Tourism Convention, held in Pattaya, Thailand. Widely regarded as the most important golf tourism sales event in the Asia Pacific calendar, the convention brought together more than 180 tour operators and venue representatives to forge partnerships and explore commercial opportunities in one of the industry’s fastest-growing markets. European Tour Destinations venues engaged with leading operators throughout the event, generating significant interest in the network’s portfolio of world-class venues. The conversations underlined the broader buoyancy of the sector, with demand from Asian markets for premium golf travel growing strongly year-on-year.  Among the venues attending were Costa Navarino, Le Golf National, Camiral, Arabella Golf Resort Mallorca, Terre Blanche Hotel Spa Golf Resort, INFINITUM Resort and Vanajanlinna Golf (formerly Linna Golf). Ian Knox, Head of European Tour Destinations, said: “The Asia Pacific Golf Tourism Convention is one of the key events in our annual calendar. It was an excellent opportunity to showcase the network and for our venues to meet face-to-face with leading tour operators in a market that’s steadily growing. “The feedback from venues has been extremely positive and they’ve received multiple bookings for this year and 2027.  “The disruption to air travel though the Middle East meant some of our venues had to rebook their flights, which speaks volumes about the importance of this convention.” The event marks the first of the IAGTO conventions on the network’s calendar this year. European Tour Destinations venues will next be represented at the IAGTO European Golf Tourism Convention, taking place from 18–20 May in Málaga, Spain.

Fresh from celebrating its 50th anniversary, Palmares Ocean Living & Golf has continued planning for a golden future by becoming a member of the prestigious European Tour Destinations (ETD) network. The iconic Algarve resort has enhanced its reputation as a market leader in Portuguese golf tourism by becoming the latest venue to join ETD, a global network of world-class golf destinations spanning 18 countries across three continents. Palmares now sits alongside some of the most celebrated resorts in the industry, including Costa Navarino in Greece, Quinta do Lago in Portugal and Terre Blanche in France. The new partnership further reinforces Palmares’ growing international standing and places the Algarve resort among a select group of destinations recognized for delivering outstanding golf, residential and lifestyle experiences. Palmares has established itself as an icon of tourism and golf in Portugal over the last five decades, keeping pace with the industry’s transformations and reinventing itself with vision and sophistication. What began as an 18-hole course in 1975 has evolved into an integrated luxury resort with 200 hectares of panoramic views of Meia Praia and the Alvor estuary. With facilities including a 27-hole golf course designed by Robert Trent Jones Jr., an award-winning clubhouse, a five-star boutique hotel and 37 Signature Apartments, this Algarve resort is regarded among Portugal and Europe’s best golf destinations. Complementing its hospitality and leisure offering, the resort also presents a distinctive residential component, with premium plots and Signature Apartments, further elevating its appeal to those seeking investment opportunities or the prospect of living in a setting defined by over 300 days of sunshine per year. Further good times lie ahead with the sales launch of a new portfolio of the new Signature Residences III by RCR Arquitectes for this quarter, sea view detached villas and the opening of the first JW Marriott hotel in Portugal in 2028 with its branded residences. The new association with European Tour Destinations further demonstrates Palmares’ ongoing dedication to deliver excellence across every aspect of its customer journey. “Joining European Tour Destinations is another significant milestone for Palmares,” said Nuno Sepúlveda, co-CEO of Details, Portugal’s largest golf course operator that manages the resort’s golf course, accommodation and dining options. “This collaboration not only recognizes the quality of golf that the resort offers but also its broader lifestyle vision, and we are honoured to be part of a network that represents the very best in global golf.” European Tour Destinations brings together some of the most prestigious golf and lifestyle resorts in Europe, the Middle East, Southeast Asia and the Indian Ocean. Many of its member venues are home to courses that consistently feature prominently in international rankings, reflecting the network’s commitment to excellence, quality and innovation within the game. Ian Knox, head of European Tour Destinations, said: “We are delighted to welcome Palmares to our global network. With its spectacular setting, outstanding course design and commitment to delivering world-class experiences, the resort is a natural fit for the European Tour Destinations network. Palmares has some incredible

The tournament continues to strengthen its position as one of the most important early-season events in Danish elite golf — and in 2026, it introduces significant new developments. Once again, Lübker provides the stage for top-level amateur competition, offering players the opportunity to compete on what is widely regarded as Denmark’s premier championship course. Golf Manager at Lübker Golf Club, Hans L. Knudsen, looks forward to hosting the event: “We are proud to continue our collaboration with Titleist and to provide Danish elite players with the opportunity to challenge themselves on Denmark’s finest golf course. The Lübker Championship has become an established tradition, and we look forward to welcoming the Danish Golf Union, the players, and our dedicated volunteers for three days of high-level competition.” The tournament will be contested over 54 holes, with a cut after 36 holes, and is recognized by the World Amateur Golf Ranking (WAGR). As in previous years, many of Denmark’s top amateur players are expected to use the championship as an important early-season benchmark. Players will compete for exclusive Titleist equipment prizes. Now entering its sixth edition, the 2026 championship introduces several key updates. The event will be played over three consecutive days with 18 holes per day, and a cut following Saturday’s round. In addition, a women’s division will be introduced for the first time, enabling Denmark’s leading female players to compete on Lübker’s championship layout alongside the men’s field. Titleist continues as title sponsor for the second consecutive year. Area Sales Manager Simon Denwers comments: “It is a privilege to support the Lübker Championship and witness talented young players competing at such a high level. The tournament continues to evolve, and it is impressive to see its growth and increasing profile year after year.” Registration is available via Golfbox. For further information, please contact Lübker Golf Club at +45 38 40 80 50 or golf@lubker.com. Lübker Golf Club | Trent Jones Allé 3 | DK-8581 Nimtofte | Denmark | Tel. +45 3840 8000 | golf@lubker.com | www.lubker.com

We recently reported on the buoyant state of golf travel, but what’s happening in the wider tourism sector? We caught up with Daphne Yuanidis, Senior Consultant, Market Intelligence for HKS Advisory Services, at the 2026 European Tour Destinations Conference to understand how things are shaping up this year… Millennials and Gen Z are driving the travel boom… “Millennials, despite all the headlines, are actually coming into more and more wealth,” Daphne explained. “Alongside Gen Z, they are spending a larger share of their income on travel than any generation before them – it’s part of their identity. “Millennials are now firmly moving into their prime earning years, and while Gen Z may not yet be the wealthiest cohort, they are already outspending previous generations on travel. That will become even more significant in the years ahead as their earning power increases.” The demand for wellness continues apace… “Each year we talk about how wellness is evolving within the travel industry, and this year it feels very much centred on social wellness,” Daphne continued. “That’s being expressed through trips built around ritual, meaning and nature, and combining those elements to create deeply meaningful experiences. Increasingly, travellers are not only seeking destinations with history, but accommodations with stories of their own. “Adaptive reuse is a major part of that conversation – not just from a sustainability perspective, but from a storytelling one. “Guests are drawn to the idea of sleeping in what used to be an old abbey or a converted train station. I’ve even seen travellers staying in windmills on Greek islands. It becomes a story they can tell. “Golf is uniquely positioned to tap into that narrative. Many resorts and courses have rich, significant histories. There is real value in leaning into the story of the land, the clubhouse and the legacy behind it because people genuinely want to hear it.” Aviation advancements are bringing the world within reach… “A lot of the world is opening up further due to the increase in narrow-body long-haul flights,” said Daphne. “Airbus alone is producing hundreds of these new aircraft, enabling airlines to operate longer routes with fewer layovers and stops. That connectivity will open up more of the world to more travellers. “Africa is one of the major growth areas and is attracting increasing numbers of visitors – particularly as wellness becomes a more influential factor in travel decisions. “Many destinations across Africa are well placed to offer the nature, a sense of urgency and social environment for people to connect and experience a world they may not have experienced before. “Meanwhile, Athens is currently renovating its airport, with at least two airlines launching new routes between India and Athens. The strategy appears to be positioning the city to compete more directly with Istanbul as a major hub between Europe, Asia and the Middle East. So we’ll see how that develops, but it’s a significant development.” Ready to adapt your 2026 strategy?  If you’re looking to tap into golf’s growth markets or

We asked David Ashington, General Manager for Golf at Costa Navarino, for his reaction to the travel trends highlighted by Daphne Yuanidis, Senior Consultant, Market Intelligence for HSK Advisory Services in this feature, and whether they are in evidence at Europe’s No.1 golf resort. Here’s what David said… Millenials and Gen Z are driving the travel boom… “With regard to Millennials and Gen Z, we are seeing it, but probably not the same level of growth as we’ve seen in some other destinations. They are definitely coming. At Costa Navarino, we have a variety of hotels, so there really is something for everyone. “What we are seeing more of, however, is multi-generational travel coming in droves. Families are travelling together in greater numbers, opting for villa holidays, which are now super popular, as well as larger suite-style rooms where they can enjoy quality time together.” The demand for wellness is continuing apace… “Time is something we now classify as truly precious, and people are using that time together very well on the resort,” David continued. “I’ve seen this shift coming for a while in terms of client search behaviour, even in previous years. If we jump back to pre-COVID, the typical booking was very much an off-the-shelf package – seven nights and five rounds – and that was the standard. “Now, enquiries are much more focused on facilities and experiences. It could be spa and wellness, cycling, or even yacht hire. We’re seeing significant demand for add-ons to the existing package, and guests want reassurance that these elements are guaranteed in advance. They’re looking for services that are tailored to exactly what they want. “Wellness, in particular, is quite specific. People know what they’re seeking from a wellness experience, and that segment is growing massively.” Aviation advancements are bringing the world within reach… “Athens is a very good example of this broader trend. For guests arriving on long-haul flights, there’s a clear desire to incorporate the Athens experience. To see the sights, visit the Acropolis, and explore everything the city has to offer. “So travellers are looking for different variations within their trips, and I’m seeing that trend reflected across different regions as well, such as my former destination, Barcelona, which remains hugely popular as well.” Ready to adapt your 2026 strategy?  If you’re looking to tap into golf’s growth markets or the increasing demand for experience-led golf holidays, we can help. Get in touch: Ian Knox To find out more about becoming a member, contact Ian Knox