The idea of luxury is prevalent in modern society, and the term “luxury” frequently appears in various contexts. Regrettably, this widespread usage has resulted in a significant dilution of its meaning.
While there is a general understanding of the term, consensus regarding its precise definition remains elusive.
Moreover, luxury should be regarded not as an absolute category but as a relative construct intricately connected to the social dynamics of the particular era in question.
We can see many attempts to achieve luxury status through continuity with the premium, increasing prices without changing the strategy. Another strategy I saw is to acquire a luxury company (e.g., Ford’s acquisition of Jaguar).
This came to my mind when I heard that the Arabella Golf Resort Mallorca, the award-winning 63-hole European Tour Destination, has just announced its new business and brand identity, redefining luxury golf experiences on the Mediterranean island.
Not many resorts around the world can boast the impressive combination of three 18-hole championship golf courses and one 9-hole course, but Arabella Golf Resort Mallorca is undoubtedly one of them.
This unique feature makes it an exceptional destination for golf enthusiasts.
Son Muntaner offers an exciting championship challenge, successfully hosting prestigious events like the Mallorca Golf Open 2022 and the Mallorca Ladies Open 2023.
In contrast, Son Vida Golf, the oldest course in Mallorca, boasts a rich history, including the memorable 1990 Open de Baleares, famously won by the golf legend Seve Ballesteros.
Meanwhile, Golf Son Quint presents a modern, resort-style layout with open fairways and stunning scenery.
For families and beginners, the 9-hole Palma Pitch & Putt, conveniently located near the resort’s hotels, provides a welcoming and enjoyable golf experience, making it an excellent choice for those new to the game.
Guests have the opportunity to experience two prestigious hotels. One standout option is Castillo Hotel Son Vida, a luxurious property that proudly belongs to the Luxury Hotel Collection.
The Sheraton Mallorca Arabella Golf Hotel—with 93 rooms—offers a quality experience that may be better described as premium rather than luxury.
Arabella Golf Mallorca Resort CEO, Francisco Vila, said:
“Our new identity signals the beginning of a new era for golf and luxury hospitality in Mallorca.
By uniting our three award-winning championship courses and two prestigious hotels under one brand, we are enhancing our commitment to excellence, sustainability, and unforgettable guest experiences.
This new, integrated resort brand will set a new benchmark for international golf tourism in Europe, and we are proud to welcome guests to discover its unique charm.”
I’m eager to learn about their vision of excellence and what they mean by unforgettable guest experiences.
Sustainability investments
Sustainability is transforming into an essential principle within the hospitality industry.
It encompasses not just environmental stewardship but also the well-being of employees and active engagement with the community, creating positive ripples for both companies and their surroundings.
In the years ahead, hotels and golf clubs/resorts will be challenged and inspired to embrace sustainable practices on a broader scale, from enhancing the customer experience to uplifting employees and communities, while committing to resource-conserving methods that genuinely make a difference.
I discovered inspiring sustainability solutions in this resort:
- Supports honeybee colonies, helping maintain local pollination cycles.
- Energy consumption is minimised across the Resort through modern lighting and eco-conscious equipment.
- Single-use plastics are being phased out, with sustainable packaging and refillable water stations available (since 2019).
- All three 18-hole golf courses are designed to be walkable, reducing the need for golf carts.
- The Resort participates in tree-planting programs to offset carbon emissions.
- Sustainability workshops and eco-awareness campaigns engage golfers and visitors in conservation efforts.
- GEO Certified (Golf Environment Organisation). Arabella Golf Resort Mallorca is recognised for its eco-friendly golf course management.
My tips
If I were Arabella Golf Resort Mallorca, I would prioritize customer personalization by providing tailored luxury experiences informed by customer data to create bespoke offerings.
According to the 2024 Forbes Survey, 81% of customers prefer brands that deliver customized experiences.
Additionally, 70% of consumers value interactions where employees acknowledge them and demonstrate an understanding of their historical relationship with the company, encompassing previous purchases, support interactions, or purchasing habits.
To maintain relevance in today’s market, luxury golf resorts must be equipped to provide exceptional and meaningful luxury experiences.
I assert that contemporary luxury is increasingly defined not by material possessions but by individuals’ narratives.
In this context, experiential luxury is steadily gaining prominence.
We should ask ourselves these 2 questions:
- What inspiring emotion can we evoke for the guest?
- Which communication channel is most appropriate for conveying that sentiment?
Remember, if an experience can be replicated by another brand, it holds the potential to be easily transformed into a commodity!
I have yet to discover how Arabella Golf Resort Mallorca addresses the emerging luxury travel trend of longevity.
As reported by Virtuoso, the luxury wellness travel sector is experiencing significant growth, with an annual increase of over 16% expected to reach a $2 trillion market by 2027.
It would be beneficial for the resort to explore and share its offerings that align with this trend.