Q: What made The Dutch decide to host The Dutch Futures? A: The two main reasons were to support the development of elite golf in The Netherlands and at the same time reach out to the country’s next generation of golfers. After a few years without a Challenge Tour Event in The Netherlands, we brought the HotelPlanner Tour back to The Dutch.  We have the youngest average age of members in the country (52), so we feel a responsibility as a club to make sure the sport is healthy, both in terms of upcoming talent having an opportunity to compete in their own country, as well as engaging with a new generation of potential golfers.   Q: How did the idea to do something a little different this time come about? A: The golfing population in The Netherlands has a high average age, and young beginner golfers often see this as one of the obstacles to participation. Our aim was to design a concept that appealed to golfers and non-golfers, highlighting the fun and accessible side of the game.   Q: Tell us about ’Challenge Accepted’… A: ‘Challenge Accepted’ was the campaign that set everything in motion. We invited well-known Dutch figures such as golfers, athletes and celebrities with a passion for golf to take part, not only by saying ‘Challenge Accepted’ on camera but also by joining us for a special kick-off event in May. The goal was clear: to generate as much media attention as possible in the run-up to the Festival of Golf in August. And it worked. By leveraging our networks and offering rounds of golf at The Dutch in return, we created a strong buzz around the tournament both inside and outside the world of golf.     Q: What did the Festival of Golf include? A: We wanted it to be a lifestyle event where the golf tournament was almost incidental. There was live music, DJs, artists, a barber, lots of food and drink outlets and a variety of aspirational brands not all necessarily connected to golf. There was plenty on for golf fans – simulator challenges such as closest to the pin, longest drive, straightest drive, and of course the tournament – but also lots of other activities and entertainment that gave non-golfers a reason to come to The Dutch. Q: How did you balance the festival vibe with maintaining professionalism for the tournament? A: The people I spoke to during the week – including a number of players – loved the fact it was very different from a regular HotelPlanner Tour event. There was a fantastic buzz around the club. We made sure the music didn’t distract the players, and once play finished for the day we turned it up and had a party. Q: Did you have a particular audience or demographic you wanted to reach? A: Yes, we had several target groups, but the main focus was on young entrepreneurs aged 25 to 45 who could potentially become members of

1. Multi-generational appeal “Buyers are looking for properties of sufficient size to accommodate the whole family, whether that’s to live in together as a primary residence or to enjoy for holidays,” says Ruttle.  “It’s no longer just about parents and their children; we’re increasingly seeing grandparents coming along too, or grandparents taking their grandchildren. The demand to accommodate multiple generations has exploded since the pandemic.” It’s not just in the bricks and mortar that multi-generational appeal has become critical. The resort as a whole needs to have facilities and services suited to a broad age range. 2. Breadth of amenities and services Modern buyers want the whole lifestyle package when they consider purchasing a property on a golf resort. That means high-quality restaurants, wellness centres, gyms and concierge services are central to the decision-making process. Ruttle explains: “Buyers want to ensure there’s something on-site for everyone in the extended family. They’re looking at membership options for children through to the grandparents and even great-grandparents, be it golf, spa and wellness, racket sports or kids’ club membership.  “Families – and young buyers in particular – are drawn to resorts that can offer multi-dimensional living – a place where they can socialise, stay active, work remotely and feel safe.  “For many, it’s less about owning a property next to a golf course and more about belonging to a vibrant, full-service resort environment that’s easily accessible and everything they need is on their doorstep.” 3. Construction quality Today’s golf real estate buyers are far more discerning about construction quality than in the past.  “Nowadays, people want homes built to the highest standards of design, durability and efficiency,” says Ruttle. “Sustainability is at the heart of this shift. Modern buyers – particularly younger families and international investors – are actively seeking properties that align with their environmental values.  “Features such as energy-efficient systems, renewable materials, smart home technology and water-conscious landscaping are no longer nice-to-haves, they’re increasingly decisive factors in the purchase process. “Developments that showcase sustainable building practices not only address this growing demand but also offer long-term advantages: lower running costs, reduced environmental impact and enhanced resale value.” Final thoughts  Where once the main driver to purchase a property on a resort was simply to play golf, the post-pandemic surge in demand has led to more discerning buyers prioritising lifestyle, high-quality, sustainable buildings and destinations that appeal to several generations, in addition to having quality golf courses and facilities on-site.