What should Lumine improve in its The Lakes course?

By: July 21, 2016

Lumine Mediterránea Beach & Golf Community announced yesterday it will be making a strategic investment in The Lakes course to enhance guest and playing experiences. The Lakes course is a Greg Norman designed, par-71, 6300-meter long golf course. Lumine Mediterránea Beach & Golf Community is managed by Troon.

Lumine‘s The Lakes golf course is also a Qualifying School venue (2nd qualifying stage) of The European Tour.

Calle Carlsson the general manager of Lumine Medierránea Beach & Golf Community said: “Our investment program will focus on three key areas; firstly enhancing some of the peripheral areas of the golf course, such as the cart paths, landscaping, signage, and wayfinding, which will improve the experience from tee to green and between holes.

Secondly, we are developing the practice facilities to increase available hitting areas so we can accommodate more guests and the creation of a dedicated, state-of-the-art short game and wedge arena. Lastly, we will be enhancing our drainage program to make sure our surfaces are to the highest standards.”

Carlsson concluded: “Our ambition to become one of the top venues in Europe has never wavered. The Masterplan for the whole property includes a residential and hotel component, which in time will add yet another dimension for Lumine. Our service remains one of our central pillars, which we believe sets us apart, as guests are given the personal touch at every opportunity.”

Unfortunately, Calle Carlsson did not share with us how they would like to provide to their guests truly personalized service in every part of their resort (see my post about PGA Catalunya’s Hotel Camiral). I would also ask Calle Carlsson:

  1. How do you convey the personalization options to the all your sales channels including; the GDS channels, calls to property or call center, third-party websites or the resort’s own website? Today, guests are looking for products that connect with their individual defined happiness.
  2. How do you gain insight about guest preferences and apply this knowledge to deliver differentiated and delightful service(s)? You must be unique…every time!!!
  3. What kind of specialized services are you planning to provide your guests?
  4. How would you empower your guests to personalize their stay and communicate them to you?

I believe if personalization becomes an integral part of the customer journey to guest loyalty and advocacy

KPMG (“Golf Resorts in the Mediterranean Region) found in 2015 that ~35% of the Spanish resorts features hotel only and only 10-15% have both hotel and residential components. Today, Spain (Costa del Sol, Costa Brava) is considered one of the most established holiday & golf coastal tourism destinations in the Mediterranean region. In Portugal, the share of resorts with both hotel and residential components is bigger in comparison to Spain.


Lumine boasts three courses, two of which were designed by Greg Norman