Watch: How golf clubs and resorts can embrace AI To understand how Ben’s insights are translating into day-to-day reality, we caught up with Heribert Rubiano, Sales Manager at Arabella, for an on-the-ground perspective. AI as an ‘invisible operator’ “The idea of AI as an ‘invisible operator’ resonates strongly with how we’re adopting it at Arabella Golf Resort Mallorca,” said Rubiano. “For us, it’s becoming part of our operational infrastructure – something that sits in the background and helps everything run more effectively. If it’s done well, it enhances the guest experience without them even noticing it’s there. “We’ve already implemented AI across several areas of the business. One of the most impactful has been for multilingual communications, which is particularly important given the international profile of our golfers and visitors. It allows us to respond more quickly and clearly, while still maintaining a personal tone. “We’re also using it across our day-to-day operations with things like reports, information analysis and internal documentation. These are essential tasks, but they can be time-consuming. So, by automating such processes, AI helps our teams work more efficiently and focus their time on being more customer-facing and having that important human connection with guests. . Using AI to enhance, not replace “This is a really important message for our team. You hear people frequently refer to AI as something that will take their job, but that’s not the case for us. By taking care of the more repetitive and predictable tasks, AI frees up our teams to focus on the guest. “That means more time spent delivering a personalised experience, having meaningful interactions and ultimately raising the standard of service. In a hospitality environment, that’s where the real value lies. “As Ben Martin highlights, AI can’t replace the human connection with a guest. It’s the small, personal touches, like being welcomed at the front door or a starter sharing local insight about the course, that really define an experience. “At the end of a trip, those are the moments guests remember, and the reason they come back.” Impact of AI on searchability “In marketing, AI is also supporting how we approach content creation and optimisation, particularly from an SEO perspective. It’s helping us draft social media content or optimise imagery, allowing the team to work more efficiently without sacrificing quality. “But the bigger shift is how AI is starting to influence how people discover destinations – a key theme at this year’s European Tour Destinations Conference. “As more users rely on AI-driven platforms and tools to plan their travel and golf experiences, it’s no longer just about ranking well on traditional search engines. Increasingly, it’s about how your resort is understood and recommended by AI. When someone asks where to travel or where to play, you want to feature in the answer and be among the listed recommendations. “For us, this means placing greater emphasis on clear, structured and high-quality digital content, ensuring Arabella Golf Resort Mallorca is well positioned within these emerging discovery channels.

“Automate the predictable to humanise the exceptional” was a phrase used at our recent European Tour Destinations annual Conference by Ben Martin, Director at market intelligence firm HKS. It points to the importance of human connection, the value of face-to-face contact in a world that’s increasingly digital and how – perhaps conversely – embracing Artificial Intelligence can help increase that connection. We spoke to Ben, to find out why and how golf clubs and resorts should be using AI, exploring: – AI’s role as an “invisible operator” – The systems AI can help automate – Why AI is crucial for searchability How should golf clubs and resorts be embracing AI? “AI can have a role as being an invisible operator,” said Ben. “What we should be striving towards is if we can automate the predictable, it allows us to humanise the exceptional. “A real life example of this starts with identifying the daily tasks within a business that are repetitious. For example, in the world of hospitality, it could be things like laundry or managing orders – those tasks are predictable. “Then, if we’re able to use AI to effectively manage those areas, it will free up people who may actually be desperately good at communicating with other human beings, to step out from behind the door to interact with the customer and have that personal communication. “And one thing is certain: today, humans are longing for more contact because we’re all on our phones, on Teams, Zoom or on WhatsApp. We’re actually lacking human connection, and so AI can have an important role in fostering that as well. “So, whilst there’s a lot of excitement about chat-bots and AI tools, there’s actually a whole layer of things that a business should be doing to run more efficiently behind the scenes, like using AI to reduce their use of water, manage bookings or optimise scheduling. “All of those systems can now be embedded in the design and infrastructure of our operations to make it more efficient, before we start thinking about the interaction with the customer.” Why has AI become so critical for search ranking? “Today, there are about a billion people that are using AI on a daily basis,” Ben continued. “If we’re searching for a new restaurant, for example, we’re not just searching for a name. “Now we’re actually saying, ‘I’d like a restaurant that is by the waterfront. I’ve got a party of 12. I’d like something a bit French, but a bit modern’ – and it becomes a paragraph. “All of a sudden, a search engine is trying to figure out how to answer your query in a list, and it can’t. “For a golf resort, this means that if you have a product, service or a destination to offer, you need to think of things differently. “The old ways of doing Search Engine Optimisation (SEO) are gone. We have to think of new ways of doing it, where our searchability is much more attuned to

Fresh from celebrating its 50th anniversary, Palmares Ocean Living & Golf has continued planning for a golden future by becoming a member of the prestigious European Tour Destinations (ETD) network. The iconic Algarve resort has enhanced its reputation as a market leader in Portuguese golf tourism by becoming the latest venue to join ETD, a global network of world-class golf destinations spanning 18 countries across three continents. Palmares now sits alongside some of the most celebrated resorts in the industry, including Costa Navarino in Greece, Quinta do Lago in Portugal and Terre Blanche in France. The new partnership further reinforces Palmares’ growing international standing and places the Algarve resort among a select group of destinations recognized for delivering outstanding golf, residential and lifestyle experiences. Palmares has established itself as an icon of tourism and golf in Portugal over the last five decades, keeping pace with the industry’s transformations and reinventing itself with vision and sophistication. What began as an 18-hole course in 1975 has evolved into an integrated luxury resort with 200 hectares of panoramic views of Meia Praia and the Alvor estuary. With facilities including a 27-hole golf course designed by Robert Trent Jones Jr., an award-winning clubhouse, a five-star boutique hotel and 37 Signature Apartments, this Algarve resort is regarded among Portugal and Europe’s best golf destinations. Complementing its hospitality and leisure offering, the resort also presents a distinctive residential component, with premium plots and Signature Apartments, further elevating its appeal to those seeking investment opportunities or the prospect of living in a setting defined by over 300 days of sunshine per year. Further good times lie ahead with the sales launch of a new portfolio of the new Signature Residences III by RCR Arquitectes for this quarter, sea view detached villas and the opening of the first JW Marriott hotel in Portugal in 2028 with its branded residences. The new association with European Tour Destinations further demonstrates Palmares’ ongoing dedication to deliver excellence across every aspect of its customer journey. “Joining European Tour Destinations is another significant milestone for Palmares,” said Nuno Sepúlveda, co-CEO of Details, Portugal’s largest golf course operator that manages the resort’s golf course, accommodation and dining options. “This collaboration not only recognizes the quality of golf that the resort offers but also its broader lifestyle vision, and we are honoured to be part of a network that represents the very best in global golf.” European Tour Destinations brings together some of the most prestigious golf and lifestyle resorts in Europe, the Middle East, Southeast Asia and the Indian Ocean. Many of its member venues are home to courses that consistently feature prominently in international rankings, reflecting the network’s commitment to excellence, quality and innovation within the game. Ian Knox, head of European Tour Destinations, said: “We are delighted to welcome Palmares to our global network. With its spectacular setting, outstanding course design and commitment to delivering world-class experiences, the resort is a natural fit for the European Tour Destinations network. Palmares has some incredible

The tournament continues to strengthen its position as one of the most important early-season events in Danish elite golf — and in 2026, it introduces significant new developments. Once again, Lübker provides the stage for top-level amateur competition, offering players the opportunity to compete on what is widely regarded as Denmark’s premier championship course. Golf Manager at Lübker Golf Club, Hans L. Knudsen, looks forward to hosting the event: “We are proud to continue our collaboration with Titleist and to provide Danish elite players with the opportunity to challenge themselves on Denmark’s finest golf course. The Lübker Championship has become an established tradition, and we look forward to welcoming the Danish Golf Union, the players, and our dedicated volunteers for three days of high-level competition.” The tournament will be contested over 54 holes, with a cut after 36 holes, and is recognized by the World Amateur Golf Ranking (WAGR). As in previous years, many of Denmark’s top amateur players are expected to use the championship as an important early-season benchmark. Players will compete for exclusive Titleist equipment prizes. Now entering its sixth edition, the 2026 championship introduces several key updates. The event will be played over three consecutive days with 18 holes per day, and a cut following Saturday’s round. In addition, a women’s division will be introduced for the first time, enabling Denmark’s leading female players to compete on Lübker’s championship layout alongside the men’s field. Titleist continues as title sponsor for the second consecutive year. Area Sales Manager Simon Denwers comments: “It is a privilege to support the Lübker Championship and witness talented young players competing at such a high level. The tournament continues to evolve, and it is impressive to see its growth and increasing profile year after year.” Registration is available via Golfbox. For further information, please contact Lübker Golf Club at +45 38 40 80 50 or golf@lubker.com. Lübker Golf Club | Trent Jones Allé 3 | DK-8581 Nimtofte | Denmark | Tel. +45 3840 8000 | golf@lubker.com | www.lubker.com