The rise of AI may be transforming how golfers research their next getaway, but tour operator business remains vital to venue revenue – that was the key takeaway from European Tour Destinations’ annual B2B networking event at Wentworth last week.
Representatives from Camiral, Arabella Golf Resort Mallorca, INFINITUM Resort, Quinta Do Lago, Le Golf National, Viya Golf, Lübker Golf & Spa Resort, La Hacienda Links Golf Resort, Le Touquet Golf Resort and Palmares Ocean Living & Golf benefitted from face-to-face meetings with the key decision-makers in UK golf travel.
Many of the meetings featured discussions on how the venues and the tour operators can adapt to a consumer base that’s increasingly using AI platforms to discover and research golf holiday options.
Ian Knox, Head of European Tour Destinations, said: “Artificial Intelligence is revolutionising how golfers discover new destinations and research trip itineraries, but when it comes to pulling the trigger on a high-value golf holiday, customers are still turning to trusted UK tour operators. AI can map out an idea, but it’s the tour operators who handle the complex logistics, guarantee service quality and convert consumer interest into real, contracted business for our venues.
“Giving our representatives dedicated face-to-face time with 15 top UK operators at Wentworth allowed them to build the personal trust that no algorithm can replicate, proving that trade partners remain absolutely essential to driving resort revenue.”
Knox added: “This is the fifth consecutive year we have hosted this event, and it underscores our commitment to driving tangible returns for member venues beyond brand prestige. The positive feedback and immediate business discussions generated prove how essential these personal connections are to commercial success.”
Luis Filipe, Corporate and Leisure Relations Director at Quinta do Lago, said: “Tour operators play a major role in advising clients on where to go, the courses to play and which destinations will meet their expectations, so this is a very important event.”
“It’s vital to maintain strong relationships and get a feel for what’s happening in golf travel all over the world,” said Khozama Al Saadi, Head of International Business and Corporate Relations at Viya Golf. Being part of European Tour Destinations really does open doors for us.”
Delegates were also given an exclusive behind-the-scenes tour of the BMW PGA Championship, the DP World Tour’s flagship Rolex Series event, which took place at Wentworth Club last week, giving them a glimpse into staging a world-class golf tournament.