In this video, Mireia Segura, Commercial Director, discusses: The Hills Course’s new wow factor INFINITUM Resort’s ambitions Her top three tips for resorts considering modernisation

When the Estonian Golf & Country Club opened its doors in 2005, hosting a professional tour event was always the mission. 21 years later, the club’s Sea Course welcomed 156 players for the first Infortar Estonian Challenge on the HotelPlanner Tour. We went behind the scenes with Hanno Kross, the club’s CEO, to find out how it went, what it actually takes to host a professional event and the benefits it can bring to a venue. A first for Estonia The clearest sign of how the week went, according to Kross, came from the players themselves. “There have been more than a dozen emails from players sent personally thanking us for the tournament and the exceptional conditions,” he says. “One player, who has earned many millions across his career, thanked us we had created ‘a DP World Tour feeling,’ which was a very proud moment for a first-time host. “And the feedback wasn’t only about the golf course and the Estonian talent, but everything around the tournament: hospitality, organisation and the location. So it’s very positive.” What it took: partnerships and expertise “There are a lot of moving parts in tournament hosting,” Kross says. “But when you have the right people and the right processes in place, that’s when things come together.” Hosting a professional tournament isn’t something a venue does alone. For Kross, being part of the European Tour Destinations network for over two decades was central to making it possible at all. “When the Estonian Golf Association had their initial discussions with the European Tour Group, the Tour said, ‘Of course, we’re going to host it at the Estonian Golf & Country Club. They’ve been a part of us for 20 years’. “Everybody recognised the relationship we have with the Tour, so it made things a lot easier.” But it didn’t come without its challenges. Kross points to two in particular. “We had hosted the European Championships just three weeks prior. So that turnaround was down to a brilliant effort from the greenkeeping team,” Kross says. “And of course, the course was closed for another week after the European Championships. I was expecting some frustration from members, but I think they all understood. They were proud that it happened here and really got behind the event.” Measuring success: a national impact For Kross, the tournament’s most significant impact may not be measured this year at all, but in the next generation of Estonian golfers it inspires. “There were three Estonians who made the cut for the first time ever at this level. It doesn’t matter that all three guys were actually from another course. We’re one big golf family here in Estonia,” he says. “It’s fantastic to see the impact the tournament has on our younger golfers. As a 13-, 14- or 15-year-old kid, watching some of the best players perform here in Estonia will give them real encouragement and motivation that they can do the same in three or five years.” The long-term benefits of hosting “The

Golf is more popular than ever, with the National Golf Foundation (NGF) reporting a record number of players in 2025 – 48.1 million – and the European Golf Association announcing a 4% increase in registered golfers in Europe, to more than 4.9 million in the same year. One contributor? The growing participation among 18-34 year olds – now the largest on-course age group in the US. For golf clubs and resort destinations, that shift represents a significant opportunity. However, capturing it requires understanding what this younger demographic actually wants, and how differently they engage with the game. One European Tour Destination seeing this shift firsthand is The Dutch, a private members’ club an hour from Amsterdam, where the average member age has fallen from 56 to 52 in under a decade – compared with a Dutch national average of 67. But the club’s strategy is about more than simply lowering the average age. Its under-40 memberships are aimed primarily at business owners, executives, professionals and high-potential talent who value quality, convenience and access to a relevant network. We spoke to Phil Helsby, the club’s General Manager, to find out what the commercial opportunity truly is and how other clubs and resorts can capitalise on it. The commercial opportunity isn’t just on the tee sheet In the modern era, according to Helsby, golf clubs are no longer competing against the course down the road. They are competing against the entire spectrum of lifestyle choices. For the millennial and Gen-Z professional, the decision is not which club to join, but whether golf is a better use of limited time than travel, fitness or family. A critical insight he shares is that a younger demographic does not equate to a lower-value one. Data from The Dutch reveals a significant shift in playing characteristics: since 2018, average rounds played per member fell from 36 to 30, yet total spend per visit increased. This signals a transition from a volume-based model to an experience-led value model. “The average spend of the younger generation is high,” Helsby explains. “What they spend per round – not only on the golf but on food and beverage – has increased.” To capture this, venues must ensure revenue follows the person rather than just the tee sheet. Therefore, elevating the culinary and social environment to match the high-end expectations of members who may only play 2-3 times per month is important. For a demographic whose greatest constraint is often time, this ability to combine sport, business and social connection within a single visit is a significant part of the club’s value. Flexibility matters, but so does time efficiency. Flexible membership models The Dutch has developed a tiered membership structure specifically designed for those under 40, built around flexibility and social connection. “We have two different types of memberships for this demographic, because a one-size-fits-all model doesn’t work for them,” says Helsby. “The first is our Off-Peak package, which gives members access to the course just outside working hours, from 4pm

We caught up with the club’s General Manager, Philippe Pilato, to find out what’s happening ahead of the reopening on September 1st, 2026. In this video, Philippe explains the following points which he expands on below: The holes affected by the aptly-named Metro Line 18 The project’s biggest challenges The opportunities for improvement the works engendered Tell us about the work being carried out at Le Golf National: “After hosting the golf event at the Olympic Games and the French Open in 2024, we closed the Albatros course for a major renovation. This was due to a new construction project by the Greater Paris Metro to build a new line – Line 18. Like 18 holes, easy to remember! “It will connect Paris Orly Airport to Versailles, and we’ll have a station just 300 metres from reception, which will be a great opportunity for welcoming guests and hosting big events in the future. “The construction of this new Metro line meant we had to redesign hole 4, as it runs very close to Line 18. As a result, we also moved hole 5, and took the opportunity to make changes to hole 6 too, which we felt was actually the weakest on the course. It was short with no hazards – so we added bunkers and made it a drivable par 4 for big events, with the green oriented wider rather than longer. In fact, we added 17 bunkers across those three holes. “Although the major works were on holes 4, 5 and 6, we took the opportunity to tweak holes 1, 2 and 9, as well as holes 13 through 18. On holes 1, 2, 15 and 18, we replaced the timber walls around the greens, which also gave us the opportunity to redesign those four greens. “As sustainability is a key focus for us at Le Golf National, we decided to also make the change to bentgrass across the entire course. With summers getting hotter and droughts becoming more frequent, this type of grass will allow us to use less water, especially when restrictions are in place. “So, we embraced this project as an opportunity to proactively modernise the course, enhance our sustainability, and elevate the playing experience for both our customers and professional players.” How did you balance redesigning the course for the average golfer, whilst keeping it tough enough for professionals? “Balancing the requirements of a championship course suited to both professionals and the average golfer is a delicate exercise. If it’s too challenging or not challenging enough can leave customers dissatisfied and not wanting to return. “Le Golf National is a narrow golf course, which can prove challenging for the average golfer. With this in mind, we’ve introduced autonomous mowers to better control the length of the rough and make conditions more manageable for guests. Then, when we set up for professional tournaments, we can simply adjust the course accordingly. “We’ve also built new tee boxes on certain holes to make the round more enjoyable