Cover For Ben Styles, golf is a space where each person can gain a deeper understanding of themselves, integrating the sport into daily life.
For Ben Styles, golf is a space where each person can gain a deeper understanding of themselves, integrating the sport into daily life.
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For Ben Styles, the man behind many of Vietnam’s top golf courses, golf is like a conversation with oneself.
Golf is often described as a fashionable sport, and it is certainly one of the emerging trends. However, few are aware that it has been present in Vietnam since the days when King Bao Dai enjoyed it nearly a century ago.
The legend of Doi Cu golf course dates back to plans made in 1923, during the early 20th century. Yet, it wasn’t until 1994 that the real development of this sophisticated sport began, with the creation of some of the most beautiful and modern golf courses. This propelled Vietnam into the spotlight as one of the top 152 golf destinations globally, winning consecutive accolades from the WTA, including “Best Golf Destination in Asia” and reaching the pinnacle as the “Best Golf Destination in the World” in 2019 and 2021.
Among the courses that have put Vietnam on the map are The Bluffs Ho Tram and Hoiana Shores Golf Club. These courses, set in stunning locations, were designed by legends Greg Norman (for Ho Tram) and Robert Trent Jones, Jr. (for Hoiana). Both are managed by Ben Styles, a golf development expert who has successfully developed and operated golf courses in Vietnam that are now ranked in the world’s top 100 by Golf Digest.
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Above Ms. Nikita Chu, Editor-in-Chief of Tatler Vietnam, in conversation with Ben Styles
Ms. Nikita Chu, Editor-in-Chief of Tatler Vietnam, in conversation with Ben Styles
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Ben Styles, did you ever think you would be working in the golf industry at the level you are now?
I realised at a very young age that I had a passion for the game. Like every aspiring young golfer, I dreamed of becoming the next Greg Norman or Tiger Woods. Over time, however, I came to realise that there are many ways to build a career in golf. I joined the Australian PGA, earned my qualifications, and this allowed me to coach, compete, and work in golf clubs as an operator. After gaining experience in all these areas, I eventually shifted my focus to development and construction.
How did you put the Ho Tram Open on the world map and get the course into the “top 100”?
Ho Tram was not my first project in Vietnam, but it marked a significant milestone in my career. This project gave me the freedom to direct and create, helping Ho Tram achieve regional success and recognition as one of the top 100 golf courses in the world. This success drove me to assemble a talented team with a single goal: to develop this golf course into the best it could be. Of course, “The Bluffs Ho Tram” wouldn’t have reached such heights without the incredible terrain and soil conditions that nature provided. Combined with Greg Norman’s design, it stands at a very high level.
For the Ho Tram Open in 2015, we were fortunate that the then-owner shared our passion for bringing Vietnamese golf to the global stage. The best way to achieve this was by getting it on television and inviting top golfers to capture the audience’s attention. We managed to secure Sergio Garcia (ranked 8th in the world), Darren Clarke, Thomas Bjorn, Robert Rock, Geoff Ogilvy, alongside local talent from the region and Vietnam. The tournament was broadcast in over 140 countries. I believe many would agree that this was the moment Vietnam began to assert itself as a golf destination.
What do you think about making golf more accessible and attractive to people who have never been exposed to the sport?
I won’t deny that in the past, golf was considered a “noble” sport in some parts of the world. However, I think that perception is outdated, especially in Vietnam, where golf is striving to become a sport for everyone. Several factors are helping to make this a reality, including indoor mini-golf courses and simulators that make the sport more accessible to beginners. You can play golf indoors much like you play bowling: if you don’t hit it well, you simply try again. This way, you can truly enjoy the game, develop some skills, and eventually make your way onto the course. Many people give up on golf early due to the perceived skill gap, not the cost.
However, the biggest challenge in Vietnam today is the target audience for golf courses. Most courses cater to a specific group, such as tourists or loyal members. We are currently working closely with the authorities to develop mechanisms that will make golf more accessible to children, enabling them to enjoy the sport without imposing a financial burden on their parents or schools.
Golf is such a remarkable sport that, even with all the data, technology, and equipment at your disposal, it doesn’t guarantee success.
The golf courses developed by Ben Styles are renowned for their design and experience, but also for their high standards and costs. How do you balance art, luxury, and business viability in your projects?
Finding the right balance is always challenging. Cost is the common denominator in all these elements. If we focus too much on extravagance, luxury, or design and end up exceeding the budget, there’s a risk the project may not even be completed. It’s crucial to maintain a balance that aligns with the budget. By combining the topography and natural characteristics of the area with a talented designer, you can create a complete golf course.
But then, there’s the issue of the facilities. How do you ensure the clubhouse provides the right level of comfort without being overly extravagant? If it’s too luxurious, it might alienate certain customer groups. It’s essential to understand your customer and target market before starting. Equally important is the vision and the commitment of everyone involved in the project to uphold that vision. With golf courses, it typically takes 18 months to two years to complete a course, and you’re working with nature, so you never know what might arise. In my last two projects, I had a fantastic team and the full support of senior management, the management team, and the owner, allowing us to pursue a bold vision without compromising on any aspect.
Let’s go back to the topic you mentioned earlier: technology. From shot analysis to golf course management, do you see technology changing the way we play and experience golf?
It’s not so much about whether I see it happening—it’s already happening. We all know that young people are the ones bringing technology to golf. In Asia, especially, where the average age of golfers is very young, there’s a strong demand for immediate information—how far the ball was hit, the spin, the distance travelled... But when you think about it, golf is such a great sport that, while technology, data, and the latest equipment can enhance the game, they don’t guarantee success. Ultimately, it’s still about passion, commitment, practice, and talent. When you combine these factors with a burning desire to win, success will follow.
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Above Ben Styles: It’s essential to understand your customer and target market before starting.
Above Ben Styles: Golf is such a great sport that, while technology, data, and the latest equipment can enhance the game, they don’t guarantee success.
Ben Styles: It’s essential to understand your customer and target market before starting.
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Golf course development often raises environmental concerns and comes with high maintenance costs. Do you think golf can be developed in a more sustainable and environmentally friendly way?
That’s a fantastic question, but let’s be honest, it’s not an easy one to answer. Golf courses around the world are striving for sustainability at every stage, starting with the construction process. For the Hoiana Shores Golf Course project, we partnered with GEO (Golf Environmental Organization), a partner of the World Wildlife Fund (WWF). They were involved from day one, overseeing the entire process to ensure sustainability and compliance with international environmental standards.
To develop a golf course sustainably, it’s essential to have an independent third party involved. There are many organisations dedicated to this, and 54 Vietnam, a member of the 54 Group, is currently working with a number of partners who are committed to supporting and providing training in the field of golf course construction. At the same time, it’s crucial to ensure that during the management and operation of the course, there are no harmful fertilizers or chemicals that could damage the lake and water systems. Having been here for long enough, I know that around 15 years ago, this issue was a hot topic in Vietnam. Today, I think things have improved significantly, but of course, there’s always more work to be done.
This interview with Ben Styles was originally published in the print edition of Tatler Vietnam, December 2024.
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