The intersection of cutting-edge technology and world-class hospitality took center stage last week as the European Tour Destinations network hosted its 2026 Annual Conference at the Arabella Golf Resort Mallorca.
The event, themed “Heightening the Guest Experience in the Age of AI,” brought together representatives from the network’s global portfolio of venues to explore how artificial intelligence is transforming the golf landscape.
A highlight of the conference was a keynote by Ben Cowen, Chief Tournament and Operations Officer for the European Tour Group. Cowen detailed the DP World Tour’s position as a global leader in sports technology, focusing on the logistical challenges of a sport played across hundreds of acres.
“The DP World Tour is very proud to be recognised as one of the top ten technologically advanced sporting organisations in the world,” said Cowen. “On-course fan experience is an area we’ve worked hard to optimise. Golf is played over a huge area compared to lots of other sports, and it’s vital we make it as easy as possible for spectators to find out a wide range of information.”
Cowen revealed that the Group is collaborating with AWS to implement:
Beyond the tournament gallery, experts from various sectors discussed the operational shift toward automation. Ben Martin and Daphne Yuanidis from market intelligence firm HKS proposed a strategy of "automating the predictable" to allow resort staff to focus on "humanising the exceptional."
This sentiment was echoed by Sanjit Atwal of Half Space, who explored how AI-driven data will reshape the golf hospitality landscape, and Richard Payne of Levy, who drew parallels between golf and other iconic global sporting events.
The conference also served as a welcoming ground for several new venues that have recently joined the European Tour Destinations portfolio.
Ian Knox, Head of European Tour Destinations, emphasized the importance of the gathering for the network’s long-term strategy. “Our Annual Conference is one of the cornerstones of the year,” Knox said. “All our presenters offered eye-opening learnings and insights that delegates can take back to their venues and put to good use in their strategies and operations.”
The choice of venue, the 63-hole Arabella Golf Resort, provided a fitting backdrop for the discussions, underscoring the scale and sophistication required of modern award-winning destinations in a rapidly evolving technological era.
