Golf resorts can now benefit from specific, in-depth, statistical customer experience analysis after a new ‘Stay & Play’ product was launched by 59Club, Europe’s leading golf-specific mystery shopper service.
The ‘Stay & Play’ analysis covers all aspects of a golf break, from the initial booking and payment process through to the departure from the resort. It will also include transfers, check-in and -out, plus all the standard mystery shopper categories, such as the golf, pro-shop experience and F&B, plus, where relevant, fine dining and custom-fitting experiences.
59Club has launched the new product in response to enquiries from European venues where the stay-and-play visitor tends to be of a different type to those in the UK. And the first resort to apply the new offering is Monte Rei Golf & Country Club, on the Eastern Algarve – the number-one course in Portugal according to the current benchmark Golf World Top 100 Courses in Continental Europe ranking.
David Shepherd, director of golf at Monte Rei, explained: “It was a natural progression for Monte Rei to be the first venue to work with this new product from 59Club as we had been part of the action group determining the required elements alongside Simon (Wordsworth) and his team.
“Using the 59Club programme has proved hugely worthwhile for us already as it ensures we maintain the highest standards throughout our destination – but this new ‘Stay & Play’ product gives us even more detail on our unique offering and will ensure there is no area which is not scrutinised.”
Simon Wordsworth, chief executive at 59Club and a fellow of the PGA, said: “Auxiliary products have always been available to add to our generic mystery shopper services, but, in discussion with Monte Rei and several other large resorts in continental Europe, it quickly became apparent that there was room for a more focussed, niche product, which would lend itself more to this type of destination.
“And we are delighted that Monte Rei has taken it and that Portugal’s top venue is our flagship for the new programme and is already reaping the rewards.”
59Club, a PGA Official Supplier, is fast becoming the industry standard for measuring and comparing customer-service levels and analysing all key revenue streams for golf venues, and is committed to the on-going development of club managers and PGA professionals.
The unique benchmarking and training service has already benefited hundreds of PGA members and golf course operators. The services include a series of mystery shopper recorded-enquiry calls and live visits, followed up with regular analysis and training to ensure venues can identify trends and compare, improve, or maintain, service standards.
59Club www.59club.com
Monte Rei Golf & Country Club www.monte-rei.com