June 10, 2024 – This year our attention has been caught by the emergence of DETAILS, a newly established, independent sports and hospitality management platform, which has taken on the operation of some of the most famous golf real estate in Vilamoura, in the Algarve, Portugal, under an innovative and pioneering conception.

To learn more about the major renovations taking place in Vilamoura, we interviewed Nuno Sepulveda, Co-CEO of DETAILS – Hospitality, Sports & Leisure, who tells us about the ambitious investment planned, and the long-term aim to transform this destination into one of the most premium in Europe.

MYGOLFWAY: Please could you provide us with an overview of DETAILS and its role in the hospitality, sports, and leisure industry.

NUNO SEPULVEDA: DETAILS is a platform dedicated to managing Hospitality, Sports & Leisure assets. We are proud to manage the largest golf portfolio in Portugal with 9 golf courses so far, 15 hotels in Vilamoura, Carvoeiro, Lagos, Albufeira, and Madeira with a total of 3,000 rooms, an equestrian centre and restaurants and beach club concessions in Vilamoura.

DETAILS have various responsibilities and control of phases including selection and negotiation with brands, product definition, and structure planning. Our team are responsible for managing all HR requirements such as the selection and training of employees, in addition to creating and delivering the overall marketing and sales strategy to promote our assets.

MGW: What motivated DETAILS to assume the management of the Dom Pedro Hotels & Golf Collection in Vilamoura, Portugal, and what assets does this include?

NUNO SEPULVEDA: With the Acquisition by Arrow Global of the Dom Pedro Hotels & Golf Collection, our purpose as a management company is to help to repositioning Vilamoura into the best Europe’s elite golf and leisure destination, attracting visitors from all around the world across both key existing and newly identified markets.

We now manage 4 hotels, 5 golf courses, an equestrian centre, as well as a concession beach club in Vilamoura. In addition to the Vilamoura Old Course, we have also taken the Victoria, Pinhal, Laguna and Millenium golf courses, as well as the highly popular Dom Pedro Portobelo, Dom Pedro Marina and Dom Pedro Vilamoura hotels.

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MGW: What enhancements and upgrades do DETAILS plan to implement in Vilamoura, particularly regarding the renowned golf courses and hospitality facilities?

NUNO SEPULVEDA: Within the Vilamoura portfolio, the plan is to develop and improve the offer across the existing Dom Pedro golf courses, this includes exciting upgrades to the Old Course, as well as the Victoria Course that is currently closed for ongoing renovations. As the project moves into 2025 and beyond, further upgrades will take place across the Pinhal golf facilities as well.

Alongside the golf courses, there is plans to invest additional resources to transform the equestrian centre into one of the best in Europe. As part of vision for Vilamoura, the development of a world class sports complex is planned, designed to offer a high-end sports experience in a state-of-the-art premium facility, driving world-class athletes, active families, and sports enthusiasts to be part of a new era of leisure in the Algarve.

In addition to all the actions mentioned above, we are also currently studying renovations in the hotels with strong possibilities to bring international brands to upgrade the existing offer we have.

MGW: Sustainability seems to be a key focus for DETAILS. Could you discuss how sustainability initiatives will be integrated into the development plans for Vilamoura?

NUNO SEPULVEDA: Our main objective is to prioritise social responsibility, community well-being and environmental sustainability. Through impactful initiatives in education, health, empowerment, and corporate responsibility, we aim to positively influence diverse communities and reduce our corporate footprint.

We have focused investment into saving water across the golf portfolio, along with protecting the surrounding environment. Both aspects are important to sustainability and achievable in the realm of golf as well as hospitality.

Additionally, we are striving to maintain a leadership role in fostering innovation and technology, encouraging creativity and collaboration for a better future. Our team are in the process of obtaining various certifications, including Biosphere Certification by the Global Sustainable Tourism Council and GEO Certification for our golf courses from GEO Foundation by Sustainable Golf.

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MGW: Then, what is your overall vision for Vilamoura?

NUNO SEPULVEDA: The vision for Vilamoura into one of the best destinations in Europe.

The enhancements and upgrades planned for the golf and hospitality offer, showcase our vision and commitment to increase value in the larger tourist ecosystem of Portugal and create a Vilamoura state-of-mind lifestyle for the next generations.

It is a special and unique destination with huge potential to become the biggest and most premium destination in the Algarve that offers a 360 lifestyle experiences where sports meet gastronomy, cultural events, and real estate opportunities for those who are looking for a safe place to invest, live and, above all, create lifetime memories.

The luxury offerings, the exceptional golf experience, the leisure activities in the area including the marina, the 300 days of sun and the safety we feel as soon as we arrive to Vilamoura allied with a good management of resources creates the dream destination. And we are ready to take this dream destination to the next level.

We expect to keep the existing key markets that have always been strong for the region – UK and Ireland – but also to expand our reach in Europe and in the US through the existent flight routes directly into Faro as Vilamoura is located only 20 minutes from the airport and counts with direct connections to over 90 airports, 78 cities, and 21 countries around the world.

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MGW: Do you aim to make DETAILS the standard bearer of the Algarve for the golf tourism market?

NUNO SEPULVEDA: I believe that DETAILS will mark the golf tourism industry not only in the Algarve but also in Portugal by transforming golf experience and improving the overall consumer journey. One of our key ambitions is elevating the customer service across all our assets as we are focused to provide the best experience possible to our guests.

By implementing tailored tactics to maximise the distinctive selling points of the golf courses, hotels, and other leisure assets, we hope to adopt a comprehensive 360-degree approach that will attract new audiences for the business.

MGW: How does DETAILS plan to differentiate Vilamoura as a destination in the highly competitive European market for golf and leisure travel?

NUNO SEPULVEDA: The levels of customer satisfaction that we set, and the vast experience of our team will help to differentiate Vilamoura from the many other golf and leisure destinations in Europe. We will make sure that every aspect of the destination is curated to perfection – our exceptional service and seamless guest experience will set us apart.

We will also look to leverage anticipated course improvements by directly showcasing our current and future products to key tour operators and other players in the market to elevate consumer interest in the area throughout the project.

Moreover, Vilamoura under DETAILS’ management won’t be solely focused on catering to one specific audience. Instead, it will offer a diverse array of attractions and amenities that appeal to a wide range of travellers, including families, leisure seekers, and golfers alike. By integrating golf with other leisure assets such as premium accommodation, dining options, entertainment venues, and family-friendly activities, DETAILS will create a destination that speaks to multiple demographics simultaneously.

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MGW: Does the overall vision and strategy for DETAILS represent a pioneering approach, or are there comparable instances in Europe or elsewhere in the world?

NUNO SEPULVEDA: We are not a normal hospitality management company. We look at each asset in a unique way, having tailored strategies for different products – being golf or hotels.

Alongside with myself and Francisco Moser, our Chief Executive Officer – Hospitality, who have international experience across management, operations, and marketing, managing several recognised hotel groups and resorts, we have a dedicated team committed to improve the performance of our assets.

Looking at the example of Vilamoura: we are the biggest golf management company in Portugal and so our overall vision and strategy for Vilamoura will be a pioneering approach to destination development, offering opportunities of added value within our portfolio.

Unlike other examples where resorts focus primarily on enhancing existing facilities, DETAILS is transforming an entire destination. As the largest of its kind in Portugal, DETAILS has added-values opportunities within its portfolio.

Rather than simply upgrading a single resort, our aim is to orchestrate a synergy of different components – golf, accommodation, leisure activities, gastronomy, lifestyle amenities – to elevate the entire destination experience. This pioneering strategy not only promises to redefine luxury and leisure but also to set the new standard for destination development worldwide.

We want our approach to become a model for future destination projects seeking to offer an unparalleled blend of quality, diversity, and exclusivity.