European Tour Group Chief Executive Guy Kinnings and Director of Tournament Business Mark Casey were among the keynote presenters at the 2025 European Tour Destinations Annual Conference.
Representatives from the network’s world-class venues gathered at The Dutch, an exclusive private members’ club in the heart of The Netherlands, to learn from and network with industry leaders and their peers.
Tying in with the event’s theme of how clubs and destinations can use data and technology to enhance the customer experience, Kinnings shared insights into the European Tour Group’s strategy to maximise fan engagement.
“We continually strive to lead the way in sport by using new technology and data to guide our strategies and offer fans the best possible experience both at our tournaments and from afar,” said Kinnings.
“We are proud that this has been recognised by the Sports Technology Group’s Power List, where we featured in the top 10 in 2024, and we have welcomed the chance to share our insights and knowledge this week with the European Tour Destinations network, many of whom have hosted tournaments across our three tours.”
Casey followed by sharing the DP World Tour’s new tournament business model, which aims to maximise the commercial opportunities and optimise the delivery of every tournament on the schedule.
Delegates heard from Hans van der Eijk, Senior Vice President Sales and Account Management at DP World, about innovations in golf, including using AI for dynamic green fee pricing, and from Dutch entrepreneur Robbert Odijk, who demonstrated how smart CRM implementation can drive revenue and efficiency.
There were also thought-provoking presentations from Amelia Lewis, Director at Players 1st, and Floris Wouters, Marketing and Communications Manager at The Dutch, while Phil Helsby, The Dutch’s Managing Director, gave delegates a tour of the unique facility and explained its Scottish roots.
A panel featuring Jeremy Slessor, Managing Director of European Golf Design, Eugene Hennessey, DP World Tour Agronomist, and Paul O’Donoghue, Golf Course Superintendent at The Dutch, discussed technological advancements in agronomy, water management and the impact of design and technology on the sustainability of golf courses.
David Ashington, General Manager of Golf at Costa Navarino, the No.1 golf resort in Continental Europe, said: “It’s been a super venue and the guest speakers have been brilliant. To hear from DP World Tour CEO Guy Kinnings about the plans for the tour and the Ryder Cup has been great, and we’ve covered a range of other topics centring on data and technology. It’s always an excellent networking opportunity too.”
Head of European Tour Destinations Ian Knox added: “It was extremely valuable to hear from Guy Kinnings and Mark Casey in particular, and for our venues to have that contact with the leadership of the European Tour Group. All the speakers shared valuable insights and learnings on pertinent topics over the two days, which attendees can take back to their venues and positively impact their strategies and operations.
“One of the best things about European Tour Destinations is the strength of our network, and to have this kind of opportunity to be among these industry experts – as well as share best practice with fellow professionals – is hugely important.”
Watch the highlights of the 2025 European Tour Destinations Annual Conference here