Golf

The value of
an external perspective

Andrew Szewczuk-3
Andrew Szewczuk

Head Golf Professional & Operations Manager

Banff Springs Logo
Gold Flag-1

The Hidden Gaps in Experience

Banff Springs has always prided itself on delivering a premium golf experience. Yet, as we discovered when we started with 59club in 2023, even top-tier operations can find new ways to improve.

100%

Retail Operation

June • July  • August • September 2025

97.8%

Golf Visitor Experience

September 2025

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In hospitality and golf operations, it’s easy to feel confident about service standards until an unbiased outsider shows you exactly how you’re performing. While guest reviews and internal evaluations are valuable, they don’t always reveal the subtle gaps that can hold a great operation back from being exceptional.

That’s where the 59club Mystery Shopper program came in. We wanted clear, objective insights into every touchpoint of our guest experience on the course, in retail and across all service areas.

“These results didn’t happen by chance. After receiving our first reports back in 2023, were structured our staff audits and training programs...”
Andrew Szewczuk-3

Andrew Szewczuk

Head Golf Professional & Operations Manager

What the Data Revealed

The Mystery Shopper program provided professional, anonymous assessments of our entire operation, from initial booking to post-round interactions. These evaluations weren’t just generic checklists, they measured performance against industry-leading service benchmarks. Service levels and human interaction was graded rather than just a checklist of amenities.

More importantly, the reports identified specific areas for improvement and celebrated the moments where our team excelled.

From Insight to Outcome

By September 2025, we had achieved an all-time-high overall service score of 97.8% – a record-breaking milestone. Even more impressively, our retail operation scored a perfect 100% in June, July, August and September, showcasing our team’s commitment to excellence in every guest interaction.

These results didn’t happen by chance. After receiving our first reports back in 2023, we restructured our staff audits and training programs to align directly with 59club’s service standards. This meant prioritizing customer service standards, addressing weaknesses quickly and celebrating wins to keep morale high.

“More importantly, the reports identified specific areas for improvement and celebrated the moments where our team excelled.”

What Drove the Change

The secret wasn’t in working harder, it was in working smarter. The Mystery Shopper program gave us:

Objective, actionable feedback from outside experts

Clear service benchmarks to aim for, based on the best in the industry

Motivation and accountability for our team to consistently deliver a luxury-level experience

As a bucket-list golf destination, our guests expect and deserve the best. The 59club Mystery Shopper Program ensured we not only met but exceeded those expectations.

“You think you’re doing well until someone from the outside shows you how you can do even better. That’s where the real growth happens.”
Andrew Szewczuk-3

Andrew Szewczuk

Head Golf Professional & Operations Manager

Maintaining Momentum

Banff Springs will continue to use the mystery shopper program as an ongoing tool for improvement. In an environment where guest expectations are higher than ever, we know that outside perspective is essential to keeping service standards at the top of the leaderboard.

About Fairmont Banff Springs Golf Club

Banff Springs Golf Course is a world-recognized bucket-list destination offering 27 breathtaking holes in the heart of the Canadian Rockies. Known for its rich history, striking mountain views

and impeccable playing conditions, the course has long been a high-end choice for travellers

and golf enthusiasts from around the globe.

Mystery Shopping Data_Retail Experience

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