Stephen Chick, General Manager of Laguna Golf Phuket in Thailand, talks to GBN about the type of guests that the resort attracts, highlighting the growing demand for wellness and family-friendly experiences to support the golf offering. He also outlines the importance of partnerships in driving tourism and explains how quality, sustainability and service excellence will help shape Phuket’s long-term success as a global golf destination.
Originally from Norfolk, Stephen worked for De Vere in the UK for more than seven years and during that period qualified as a PGA Professional in 2012. This was followed by posts in Saudi Arabia, Blue Canyon Country Club Phuket, St Andrews Links in China, and most recently serving as the General Manager for Pun Hlaing Golf Club in Myanmar for eight years. He joined Laguna Golf Phuket in October last year.
GBN: How has the profile of the international golf traveller to Phuket evolved in recent years, and how is Laguna Golf Phuket adapting its offer to meet those changing expectations?
Stephen: The profile of international golf travellers in Phuket has changed significantly in recent years, evolving into a more diverse and experience-focused demographic. Improved flight accessibility and attractive travel packages have attracted not only seasoned golfers but also younger adventurers and families seeking a mix of activities beyond golf.
This new demographic emphasises wellbeing and leisure experiences. Located within the Laguna Phuket complex, Laguna Golf Phuket stands out by offering a variety of facilities and services designed to meet these changing preferences. Whether catering to individual golfers or families, the course provides a wide range of wellness activities and diverse culinary options, ensuring there is something for everyone. This further reinforces Laguna Golf Phuket’s reputation as a premier destination for a broad spectrum of golf travellers.
Additionally, the course continually invests in maintaining its turf and top-notch facilities, integrating modern technology to enhance course management and overall player experience. A commitment to sustainability is also a key focus, aligning with the growing demand for eco-friendly travel options among today’s conscientious travellers.
From a commercial perspective, what role do partnerships with tour operators, airlines and international media play in driving inbound golf tourism, and where have you seen the most effective results?
At Laguna Golf Phuket, we have established strong partnerships with tour operators, airlines, and international media to enhance our in-bound golf tourism efforts. These collaborations are essential for increasing the visibility and credibility of our golf course, making it a more appealing destination for potential visitors.
By partnering with tour operators, we gain access to their extensive customer networks and marketing expertise. This collaboration enables us to create compelling packages that combine golfing experiences with accommodations and unique local activities, thereby enhancing our overall appeal.
Additionally, tour operators provide valuable insights into market trends and golfer preferences, enabling us to customise our offerings effectively. We also leverage their resources for limited-time promotions and exclusive deals, to drive more bookings.
Our partnerships with airlines are crucial in establishing Laguna Golf Phuket as a premier golf destination. Together, we offer special flight deals that make our packages more accessible to travellers. We also leverage their in-flight magazines and promotional channels to expand our reach and connect with a broader audience interested in golf.
Furthermore, we host tailored visits for media representatives to showcase our distinctive offerings and experiences. This strategy helps us secure media coverage, boosting our brand awareness and credibility.
For Laguna Golf Phuket, a holistic approach, delivering a consistent brand message across all customer touch points – both online and offline appears to be effective and achieving cohesive results that resonate with our audience.
Sustainability is becoming an increasingly important topic across the industry. How is Laguna Golf Phuket approaching this in a way that is both operationally viable and meaningful for guests and partners?
Sustainability is a core focus at Laguna Golf Phuket, where eco-friendly practices are seamlessly integrated into operations to ensure a positive experience for both visitors and partners. The course employs water-efficient irrigation systems to conserve water resources and uses organic fertilisers to maintain healthy, environmentally friendly turf.
Additionally, Laguna Golf Phuket prioritises biodiversity by preserving natural habitats and planting native species. This not only enhances the course’s visual appeal but also supports local wildlife, fostering a harmonious ecosystem.
Moreover, Laguna Golf Phuket’s commitment to sustainability goes beyond the golf course. The course actively contributes to the surrounding community and promotes environmental health, successfully balancing operational efficiency with meaningful experiences for everyone involved.
As competition between global golf destinations continues to grow, what do you believe are the key factors that will define long-term success for destinations like Phuket in attracting international golfers?
The long-term success of golf destinations such as Phuket relies on several key factors. At the forefront is the quality of the golf courses, which plays a pivotal role. This encompasses not only the design and layout but also the maintenance of the course. Unique and challenging course offerings are essential in distinguishing a destination from its competitors.
Beyond the golf experience itself, the variety of accommodations and amenities available significantly enhances the overall visit. A range of lodging options catering to different budgets and preferences, along with spa services, diverse dining choices, and leisure activities, greatly enrich the experience for golfers and their families.
Accessibility and infrastructure are equally vital. A well-developed transport system with convenient links from major airports and between golf courses is essential for attracting tourists. When travel is easy, it enhances the overall golfing experience and encourages repeat visits.
Furthermore, effective promotional strategies are crucial for showcasing Phuket’s distinct appeal as a golf destination. Highlighting its stunning scenery, cultural attractions, and exquisite cuisine can attract golfers looking for more than just a game. Developing targeted packages and offers can specifically draw international golfers. Custom golf packages that include accommodation, meals, and rounds of golf, as well as special deals during off-peak seasons, can help maintain a steady flow of visitors.
In today’s environment, the adoption of sustainable practices is increasingly critical. As golfers become more environmentally conscious, implementing eco-friendly initiatives will appeal to this demographic and positively impact the destination’s brand image. Hosting events and tournaments can also significantly elevate a golf destination’s profile. Such events attract competitive players and spectators alike, contributing to the local economy.
Finally, service excellence is a crucial factor that profoundly affects a golfer’s experience. Trained staff who offer personalised and attentive service create a welcoming atmosphere that fosters repeat visits.
By concentrating on these essential elements, Phuket can enhance its position as a leading golf destination and ensure a consistent influx of international golfers in the long run.