Club management specialist Azalea Hospitality has joined the Asian Golf Industry Federation (AGIF).
Azalea Hospitality is a full-service golf and leisure management and consulting company that provides owners and developers with a unique insight in how to maximise their investments in the leisure sector by creating a structure that meets the shifting demands of modern society.
David Townend, the organisation’s Founder and Managing Director, is recognised as a prominent industry professional in Asia Pacific, with experience that spans numerous iconic developments.
Townend said: “The prime focus we have at Azalea is providing exciting and innovative solutions that help our clients best navigate the shifting trends in consumer habits.
“The golf and leisure industry needs to evolve and embrace the initiatives that have already been seen in other hospitality sectors, to yield the required returns. The younger generations’ taste and preferences have largely been ignored in the development and operations of golf and leisure projects, which is something we see as a great opportunity.”
Azalea Hospitality currently manages the Amata Spring Country Club in Thailand, where over the past three years it has transformed the facility, golf course, membership and financial performance, and organised and hosted the world’s first mixed match play tournament between Thailand and Japan, the Amata Friendship Cup.
With offices in Hong Kong and Kuala Lumpur, Townend said Azalea Hospitality will focus on providing its services to developers and owners throughout the Asia Pacific region.
He said: “As a hospitality focused organisation, we do not believe in compromises, but the need to promote a distinctive style and appeal to establish value-for-money and memorable experiences.
“Consumers have a great range of choice as to how they spend their time and money, yet gravitate toward experiences that are rich in vibrancy and attitude. Azalea Hospitality will be outlining the need for golf and leisure clubs to become venues to hang-out with friends, whether it be for work, rest or play, driving footfall and stable revenues.”
Prior to establishing Azalea Hospitality, Townend spent the past 30 years in Asia working with international hospitality management firms, including Starwood Hotels & Resorts, IMG and Troon Golf, the latter where he was in charge of business development and operations for the Asia Pacific region.
During this time he played an integral role in establishing several iconic properties, and was instrumental in developing and hosting major professional golf tournaments, including the WGC-HSBC Champions at Sheshan International Golf Club, Shanghai, China.
Townend held the position of Senior Vice President for the Malaysian Government’s sovereign-wealth funded, Khazanah Nasional-owned Themed Attractions Resorts & Hotels, where he spearheaded the development and opening of the Els Club Teluk Datai and the Els Club Desaru Coast, the former winning multiple global accolades at the World Golf Awards, including World’s Best New Golf Course.
Townend said: “Azalea Hospitality will be working with a host of recognised industry professionals, tailoring its service offering in line with the type of project and owner objectives.
“We look forward to contributing to the excellent work already being carried out by the AGIF and working closely with other members to grow the game.”
Eric Lynge, the AGIF’s Chief Executive Officer, said: “We’re pleased to welcome Azalea Hospitality as an Associate Business Member of the Federation.
“We look forward to the participation of David and his team at our forthcoming club management events.”
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