Ken Flockhart is, since May 2016, the Director of La Cala Resort. This British has developed his professional activity in resorts all over the world. Now, a few months after joining La Cala Resort team, he tells us his impressions about Andalusia destination and the resort he manages.
What travelers find in La Cala Golf Resort?
In La Cala you will find an integrated resort which has been designed using traditional Andalusian architecture that blends in with the natural surroundings of the Mijas hills. There is a lot more to do here than play golf as we have other sports facilities such as tennis, squash, football, walking trails and keep fit classes. A particular highlight of the resort is the wonderful Spa which is very well equipped with thermal treatment experiences as well as a range of treatments provided by a highly skilled Team of Therapists. We have three very different dining experiences, ranging from authentic Tapas served in La Bodega to a la Carte dining in the poolside setting of La Terraza or the nightly summer Barbecue at the Clubhouse with stunning views of the nearby Asia golf course.
The hotel has 107 rooms in three different categories, many of which are interconnecting, making La Cala the ideal destination for family breaks and holidays.
La Cala Golf Resort’s facilities include 3 golf courses. What specific weight is golf at the resort?
Golf is the driving force of our revenues, with up to 45% of the total resort turnover coming from golf sales in green fees, buggy rentals and Pro Shop sales predominantly. This year we will exceed 90,000 rounds of golf being played over our three 18 hole courses. On top of this we have developed our Academy in recent years and probably have one of the best practice facilities in the region, given the width and length of the driving range and the challenging par 3 six hole course.
Our members have the joy of being able to test their skills on three very different but challenging courses week in and week out, whether they be enjoying a casual game with friends or competing in the many competitions that are arranged for them to test their handicaps.
The need to add value to customers has led to the segmentation of the tourism market, what La Cala Golf Resort offers in this regard?
With three golf courses on offer, we are in a position of having to present some very good value for money packages, whether that be as a hotel guest or a visitor. Of course, supply and demand dictates what time of the year those offers can be most attractive. This summer for example, our €99 green fee for two players with a shared buggy was very successful and well received. A three course pass is very appealing at €153 in low season and €231 in high season, allowing golfers to test all three of La Cala´s challenging layouts.
Today, all professionals and public bodies responsible for promoting tourism in Spain, agree that the main problem and the aim is to beat the seasonal adjustment. What do you think should be the actions to be carried out?
At La Cala we have a distinct advantage of course being a golf resort that is very well established and has a solid reputation in our key markets across Europe. At the beginning of this year for example, January was one of our best months. Winter golf down here on the Costa del Sol is a far more pleasant experience than it would be in Northern Europe where the majority of our clients come from. For those hotels with conference and event facilities, they will be looking to tap into the lucrative MICE market to fill rooms during off season. This takes time to establish and build up a reputation as a suitable destination which offers more than just meeting space. Some years ago now, we invested heavily in developing a state of the art Spa which would rival that of any five start resort. Hotels with a good Spa also have a key advantage over their competitors to tackle the lower demands to visit the region during the winter months. Domestically, a hotel with a good Spa can market themselves for weekend breaks although Hoteliers will of course be looking for more than just a full hotel on weekends. Outside of the resorts there is so much to do in the Andalucía region in terms of historical and cultural sightseeing excursions, some of which are so much more pleasant to partake in during the cooler winter months than in the heat of summer. All of us in the tourism industry on the Costa del Sol will be delighted to see that Malaga is establishing a name for itself as a cultural city to rival others in Spain. To support this we are seeing more airlines increasing their flight schedules into Malaga, which can only be positive news for all of us as we try to counter act the seasonality of the industry in our region.
And how it has gone to La Cala this summer?
We have had an excellent summer season with the number of golf rounds exceeding last year and that was a strong year for us having grown our golf business by almost 7% on the year before. Of course, it is always going to be a challenge for us to fill the three La Cala golf courses in the height of summer when the temperatures are not so comfortable for golf. Our core business is golfing groups that will generally be spending this time of the year on their summer vacations with their families. The hotel has performed even better compared to last summer, with average occupancies of 94% in July and 97% in August. We have benefitted this year from the Costa del Sol having a very good summer season and I am delighted that we have attracted so many Spanish families and couples, despite us being located inland from the beaches.