Located in the heart of the Algarve, just 25 minutes from the beach coast, Ombria Algarve is a unique destination combining hotel, real estate, golf, and leisure.
Driven by a vision projected by the finnish company Pontos Group, Ombria opened its 18-hole signature golf course in spring 2023, integrated in a resort that offers a blend of traditional Portuguese village charm and modern luxury under with a 5-star hotel under the esteemed Viceroy Hotel brand. We spoke with Salvador Macedo, the Director of Golf at Ombria Algarve, to discuss the impact of partnering with 59club and his vision for the resort’s future.
Q: Salvador, you have recently started working with 59club this year. Can you tell us how 59club has helped Ombria objectively evaluate the current customer experience and identify areas for improvement?
A: It was clear for Ombria from the early start that partnering with 59club was essential. We are focused on providing a high-end customer experience, and ensuring we are on the right path across all client touchpoints can be challenging. That’s where 59club excels. The depth of their reporting truly enables us to identify our strengths and pinpoint areas for improvement.
Q: Ombria Algarve recently opened its doors in 2023 with the golf course. For those who may not have heard of you yet, can you share a little about the property?
A: Certainly. Ombria is a visionary project that started over 2 decades ago, with the Pontos Group leadership. It’s a unique concept combining several aspects like any resort: a 5-star hotel, premium real estate, a signature golf course, and many leisure facilities. What sets us apart is, firstly, our location in the natural haven located in the heart of the Algarve, yet just 25 minutes from the beach. Secondly, our project recreates a traditional Portuguese village with small streets, local coffee shops, a mini-market, and more, all served with the highest standards of the Viceroy Hotel brand. Lastly, sustainability is vital for us, focusing on energy efficiency and minimal environmental and economic impact. We are one of the first to use geothermal energy, solar energy, and ensure sustainable golf course maintenance and water usage.
“59club will play a major role in maintaining these high service levels and guiding us to stand shoulder to shoulder with the top golf courses in Europe”
Q: As Director of Golf at Ombria Algarve, can you share your vision for the club’s growth and how working with 59club contributes to achieving that vision?
A: We aim to position Ombria Algarve golf course as a premier customer and service experience destination, with a focus on exceptional service and high-level golf course maintenance. 59club will play a major role in maintaining these high service levels and guiding us to stand shoulder to shoulder with the top golf courses in Europe.
Q: Can you discuss any specific goals or benchmarks you aim to achieve in terms of service quality and member experience at your properties utilizing 59club’s services?
A: As previously mentioned, we are aiming for top-notch service quality and customer experience. We want to be a reference in areas such as tee time reservation, booking confirmation, arrival procedures, on-course presentation, on-course services, and F&B services.
Q: How do you think the ongoing evaluation through 59club’s mystery shopping services will support Ombria in maintaining a culture of continuous improvement and delivering unparalleled experiences for your members and guests?
A: As a team leader, it’s often difficult to find the time to sit down and thoroughly review indicators to identify areas for improvement. The consistency and regularity of 59club’s mystery client visits keep us and the team constantly aware that we need to perform at our best at all times. We can’t afford to become complacent. We have to continually refine our procedures to ensure we deliver the best service to all our clients, and 59club plays a significant role in that.
Q: As a leader in the golf industry, how do you think the insights and best practices provided by 59club will contribute to the growth and development of golf clubs in Portugal, particularly in the Algarve region?
A: We are part of a larger region with a successful background in the golf tourism market. The Algarve, and Portugal as a whole, is known for its great facilities and high-quality golf courses. We feel that responsibility. In an ever-changing and more demanding world, great facilities and amazing golf courses can be built anywhere. Our differentiation, as a region, will come from the quality, friendliness, and authenticity of the service we provide. That’s why it’s crucial to ensure the client experience is flawless throughout, and 59club helps us achieve that.
Q: Finally, what advice would you give to other golf clubs considering partnering with 59club to improve their customer service, staff training, and overall performance?
A: It is crucial to know that our standards are being implemented correctly. Managers can’t be present all the time, so constant assessment with clear, objective information is mandatory for better and more consistent performance. It’s also a great tool to recognize and commend the excellent work your team is doing. They are out there every day, and based on my experience, it’s a great motivational asset for the team to feel valued and engaged with the project.