Premium Golf Destination The Highlands has been recognized as one of Michigan's top golf resorts, ranking No. 2 nationally, which indicates a strong appeal to golf enthusiasts and luxury travelers. This positioning presents opportunities to offer premium amenities, exclusive packages, or targeted marketing collaborations within the golf and leisure sectors.

All-Season Resort Appeal With four-season offerings including skiing, mountain biking, and award-winning golf, The Highlands caters to diverse customer interests throughout the year. There is potential to develop targeted marketing campaigns or partner products that enhance guest experiences across all seasons, increasing engagement and revenue streams.

Community Engagement The company actively hosts and participates in local community events, such as basketball tournaments, fostering a strong local presence and loyalty. Leveraging community connections can open avenues for sponsorships, local collaborations, and targeted outreach to long-term repeat customers.

Technology Integration The Highlands utilizes a modern tech stack including Microsoft Azure, Node.js, and Google Tag Manager, indicating a focus on digital engagement and operational efficiency. Opportunities exist for digital marketing enhancements, reservation system upgrades, or data-driven personalized guest services to improve guest satisfaction and operational performance.

Expansion Potential With significant revenue operating within a competitive industry segment and an extensive 435 acres of recreational terrain, there are opportunities to expand amenities, luxury offerings, or experiential packages tailored to high-end travelers, boosting occupancy and revenue growth.