How subtle details at high-end golf resorts make a huge difference to consumers
Paying attention to detail is important in many walks of life, including the success of high-end golf resorts.
Whether it is how staff welcome guests, the sights and sounds of the on-site restaurants and bars, or improving the on-course experience for golfers, there are many departments where a resort can create a memorable stay for its visitors through marginal gains.
Here, Gary Silcock, General Manager at Murrayshall in Scotland, talks us through the subtle differences that his staff implement from when the visitors book their stay to the moment they leave.
In a high-end resort environment where expectations are already high, why do the smallest details matter more than ever?
While the guest journey is becoming more automated, it is the personal interaction that is key. As Murrayshall grows, we want to stay small in the form of the personal touch that can be lost in large properties. Gleneagles does this so well. Staff retention is key to make the difference.
When things go wrong, and this will always happen, it is the team that can make the difference for the guest and the details they require. By talking to our guests, team members can understand their wants and needs, even if they do not ask for them.
Is there a detail at Murrayshall that guests rarely feedback on, but staff know makes a huge difference?
One point I like to see is when they identify a team member with their name and guests want to tell us the positives.
The managers get a pat on the back as well. Hospitality is a team journey, especially in an estate of 365 acres. While the focus may be reception and the F&B service team, it is Team Murrayshall that makes the difference. The managers need to recruit well, train well and retain a strong team, while the team need to keep developing. The maintenance team act like Superman to resolve problems quickly and at many times out of hours. The gardens create the welcome, the enjoyment during their stay and provide the exit from the estate when they depart.
Getting the whole team to understand that all the small touches across the estate makes Murrayshall, not one individual or department.
From the moment a guest arrives, what are the first small signs that tell them they’ve arrived somewhere special?
Over the years, we have slowly added to the brand through the estate. We now have new 'on brand' way-finding. A few years ago, we removed the reception desk, taking away the barrier and providing a podium where the team and guest can welcome each other.
Most guests are taking a photo as they arrive as the main house dates back to 1664, while the whole estate has expansive views of the Highlands and overlooking Perth.
How important is the pace of arrival, being greeted, checked in, and shown around in shaping a guest’s mindset for their stay?
Our welcome starts way before they arrive. We also give a more personal phone call to ensure all questions can be answered ahead of time. Christmas would be one point where our Front of House Manager, Elodie Plowman, becomes the first person anyone wants to talk too.
For golfers in particular, what subtle touches elevate an experience from ‘excellent’ to truly memorable?
The Lynedoch course is a lovely 9-hole course. A quick 9 holes and some fab food and drink is a great way to start the break. Like the estate journey, the team are very relaxed and comfortable. Our location has allowed Murrayshall to gain experienced operators from Gleneagles and the business volume allows the team members to engage more with our guests.
Time is our strength. Often a round at Murrayshall is three to four hours. Tee times are easy to move and fit in.
How do small sensory details (scent, sound, lighting, textures) shape how guests remember a resort long after they’ve left?
Murrayshall always reminds me of my time at The Belfry. The two could not be more different but the sensory details are similar. What I mean by that is our hotel reception, Barossa (bar) and Eolas (restaurant) have a more casual formal sensory feeling.
Cairns (restaurant) is a larger area, casual and modern. The food offering in Cairns is very different. We have a Sri Lankan chef, Sahan. With our new kitchen, we are adding a tandoori oven, allowing him to show case more authentic recipes and tastes. Our pastry chef is Italian and an improved pizza oven enhances our other food offering, using Scottish produce.
We ensure that we set up all areas slightly different. Barossa has a small fire first thing in the morning as guests pass through on their way to breakfast. While on a cold day, the seating around the large fire in Cairns is always a winner for golfers or for those having lunch.
If a guest leaves remembering just one subtle moment from their stay, what would you hope it would be?
It would be nice to say the views, or the quality of the linen, or even the quality of the food. But I would think that is what they have paid for!
If the weather means you cannot see the views, the team can always make up for any shortfalls with regaining the guest experience.