What is the future for golf resorts?
Chris Bertram asks architect Tim Lobb, hospitality guru Ben Martin and planning expert Dan Hinch how golf resorts have developed in the last decade – and how they will change going forward
Golf resorts have come a long way from the original concept of a course being added to an existing hotel or vice versa. Just a few rooms or a few holes being created turned a course or a hotel into a resort. There was nothing wrong with that.
But the world has changed, and golf resorts have changed too. Now, they are intricate, complex and often enormous entities – and there are more of them, so you have to get it right or your project will fail.
Analysing the development of golf resorts and what the future holds was a key topic for the European Institute of Golf Course Architects’ to discuss and debate at its annual conference in 2023.
We grabbed three keynote speakers at the conference to discuss the future for resorts: Tim Lobb of Lobb + Partners architects, Ben Martin of architecture firm HKS, and Dan Hinch, from luxury hospitality design company WATG.
GW: How are golf resorts changing these days compared to 20 years ago? TL:
There is a far greater consideration to the local environment and sustainability. Also there are very few resorts being designed or sold ‘off plan’ these days, so only serious clients are making a start.
BM: Sustainability has risen up the agenda and that gives folk concern about golf, but there’s also a recognition there really is very little alternative in terms of land uses that can generate a broadly similar view premium. Golf is great as an amenity, but excellent as a value generator for a largescale resort. A golf course should at least pay its way, even if it doesn’t pay back its construction cost for years.
DH: Just like hospitality trends in general, huge change has taken place over the past 20 years. As a master planner, collaborating with golf course architects is not only about the course layout, length of play and amenities locations, but much more focus is on sustainability measures, water usage and smart technology, as well as enjoyment of the course and inclusion of the wider community. We are asked now what else can we include within the 70-100ha area that the course uses. The other interesting thing is, what else can the traditional clubhouse be? We have looked at including spa & wellness/fitness facilities, restaurants and unique concepts that draw in outside guests, meeting or event spaces, kids’ clubs… anything that creates a more social hub and encourages wider group of people to get involved.
GW: When we assess a golf resort, the criteria is 40% golf, 20% setting, 20% accommodation and 20% non-golf – what do you think of those categories and the weighting of them? TL:
That’s pretty fair as we must assume that people are staying at the resort and the whole experience is what counts.
BM: I agree. To be viable the resort needs to hit a load of different markets in order to achieve a half-decent year-round occupancy. We need to also appeal to the corporate event market, the spa market, as well… for some of the those, the golf is merely a backdrop or a pleasant morning walk.
DH: Being a very amateur golfer myself, I don’t feel qualified to answer this. Personally I just enjoy every opportunity to get out on a course.
GW: Is the quality of the course more or less important than it was previously? TL:
It’s more important than it’s ever been. Consumers have so much choice and the quality of golf and the hotel are both key.
BM: With more product out there it becomes harder to stand out from the crowd. Being mediocre doesn’t really cut it.
DH: In terms of master planning and actually selling residential, I don’t think so. We’ll see more that the sustainable ambitions or accreditation will probably be as important as the quality. The idea that you are buying a protected green space and views on to the course is still the driver behind so much.
GW: Are well-known architects integral to the success of a resort?
TL:
Most successful golf projects are designed by experienced golf course architects with a strong track record. However, the designer being well-known doesn’t outweigh the importance of a quality golf experience.
BM: Yes they are. There’s also an increased recognition of the importance of finding a designer that will work sensitively with the land. Respect for nature and the natural landscape have moved up the agenda.
GW: Is there anywhere in Europe absolutely prime for developing? Either because of the prime land or because it is an area that lacks a top golf resort? TL:
Montenegro and Croatia have been on the radar for quite a while but have not yet flourished. And I’ve heard of potential projects in Albania. I guess if you have a lovely coastline it will be attractive.
BM: I agree. Longer-term, it’s also worth mentioning a rise in tourism ‘heading north’ in Europe as temperatures increase. This might lead to a reduction in the migration of golfers to the Med and an increase in them heading to courses in Scandinavia, and other parts of Northern Europe.
Dan: I visited a place recently in Europe that reminded me of Cape Kidnappers in New Zealand, but I won’t divulge any more than that!
GW: Are golfers’ habits, needs and preferences changing?
TL:
Yes, for sure. The golfing tourist is more discerning now I believe. Social media has helped spread the word, I guess.
BM: The habits are also linked to demographics – what’s happening with the average age of the golfer – and therefore how can younger people be brought into the game. Mostly they are looking for a shorter commitment and something that’s a more intense experience. What does Gen Z golf look like? There’s a lot of them and they are heading your way…
DH: Not sure about the golfers themselves, but definitely the developers and clients – wanting golf to be more than golf.
GW: With the development of the likes of Belek, North Africa and off-thebeaten track destinations, do the traditional Iberian powerhouses need to be careful they don’t get left behind? TL:
Absolutely. Belek is a total package and there are also some great clusters of golf experiences in Morocco and Egypt.
BM: I agree completely – and this will be compounded by the myriad courses on the boards right now – or under construction even – in Saudi Arabia. If you were to draw a ‘centre of gravity’ map for golf provision in Europe, the Middle East and Africa over a 50-year period from 25 years ago to 25 years in the future, it’s heading south and east.
DH: Probably not in terms of visitation but any moves towards a more sustainable golf course and destination will be well received. More people having access and playing will ultimately benefit the game. The expansion of golf into new geographies has to be a positive thing.
GW: What is the biggest mistake golf resort developers make?
TL:
Dumbing down the golf offering or insisting on a ‘championship golf course’ when it’s usually not needed.
BM: Poor financial planning. Developers need to be realistic regarding golf’s ability to pay its way. A consolidated cash flow that wraps in all the other elements in a logical way needs to help drive the development phasing plan. Do the stuff that makes you the money as well as the stuff that costs you the money.
DH: Occasionally the client hasn’t quite understood the land that they want to develop. They don’t always fully understand the existing topography and the pre-existing site constraints, and the challenges that come with not aligning with the existing landform.
GW: What have you learnt about golf resort development in the last five years?
TL:
The key lesson for me is to be authentic and respect the cultural fabric of the location. Create golf experiences that are memorable and fun. Sustainability is at the core of all design solutions.
BM: Golf still has a role to play – but golf needs to adapt to the requirements for shorter experiences, gamification and sustainability. Demographics don’t lie and we need to think ahead and engage the next generation of players of the game. Of course there will always be a place for the iconic, legendary courses, but new developments should be open to mixing it up a bit.
DH: What I’ve learned is to always take your clubs on site visits… be ready for any opportunity that arises to get out on a course and hit the ball!