If you haven’t previously encountered DETAILS, it is understandable as the organization has recently launched as an independent sports and hospitality management platform.
DETAILS oversees Portugal’s largest portfolio of golf courses and associated facilities, including Dom Pedro Golf Vilamoura‘s renowned Old Course, Victoria (currently under renovation), Pinhal, Millennium, and Laguna courses, as well as Aroeira Golf Courses, Palmares Golf Course, and Vale Pisao Golf Course.
Here, Co-CEO Nuno Sepúlveda discusses the ambitious plans and strategies for attracting luxury travelers to the refined Portuguese venues.
Where do you see opportunities for growth in your golf portfolio?
Dom Pedro Golf Vilamoura is already a renowned destination among golf enthusiasts, celebrated for its exceptional courses, weather, lifestyle, and cuisine.
The same applies to the other golf assets in the portfolio – Aroeira is an Uber journey away from Lisbon, and it is already called ‘the Wentworth of Lisbon’ for its golf courses, natural scenery, and playability. Palmares is in an idyllic location with superb facilities, beautiful golf courses, and a Michelin Star restaurant.
All of them have huge growth potential. At the moment, we are focused on managing renovations and operational improvements.
Improving facilities and elevating the customer experience offer growth opportunities, strengthening our positioning as one of the premier golf destinations in Europe.
Our strategy focuses on leveraging the existing assets under DETAILS’ management. The plans for Vilamoura are particularly ambitious.
We aim to enhance the experience at the Old Course, Laguna, Pinhal, and Millenium courses and develop a new sports center alongside the established equestrian center.
The portfolio also includes the Victoria Course, which hosted the European Tour’s Portugal Masters from 2007-2022, and is currently closed for renovation.
We are also undertaking significant work at Aroeira. The Aroeira Pines Classic is closed for upgrades and is scheduled to reopen in October.
What are the key considerations in the decision-making process for a golf tourist in 2024?
We know the quality of golf is an important aspect of choosing a destination. Hosting a big tournament can impact the decision, as it means the quality of the golf course is at another level.
Price, sustainability, and customized itineraries can also impact the decision.
Beyond golf, travelers increasingly value leisure experiences, including tourist attractions, clubhouse amenities, health and wellness facilities, alongside food.
With the rapid growth of golf destinations, the focus on sustainability grows with it, with more emphasis on eco-friendly practices to appeal to younger demographics.
Family-friendly environments and various golf formats also enhance the appeal, catering to golfers and their non-golfing partners.
That’s what we are trying to build in our assets’ locations: a 360-degree destination that combines sports, leisure activities, hospitality options, and gastronomic experiences with key amenities nearby, creating memorable moments during the stay.
What are the most effective online channels and websites for generating golf holiday bookings?
I would say that a combination of social media platforms and specialized tour operators works best. Social media channels are great because they provide extensive reach and engagement opportunities, allowing us to target advertising and build communities among audiences.
We have the best partners in the market, including tour operators, DMCs, and other nearby hotels; they all form part of our wider ecosystem and contribute to the business’s success.
They cater specifically to the golf travel market, offering comprehensive packages and reviews that attract and convert potential customers.
These platforms leverage their expertise and audience to promote and facilitate bookings, but a robust sales and marketing strategy with a 360-degree approach, including online and offline, is still the biggest driver of growth.
How do you leverage the benefits of employee advocacy to grow your business?
Employee advocacy is crucial to growing our business. One of the top priorities at DETAILS is investing in staff.
This includes providing comprehensive training and offering valuable benefits to ensure our employees are valued and appreciated.
When team members are engaged and take pride in their work, they are more likely to deliver exceptional customer service.
What sets us apart is not just our outstanding facilities but also our people. Our team is dedicated to going beyond the ordinary and ensuring that our guests and clients experience something extraordinary.
By fostering a culture in which our employees understand and align with our broader strategy, we create a welcoming and memorable experience.
We aim to build a unique bond with our guests, one that can’t be found elsewhere.