The Travel Suite Announces New Partnership With Golf Industry Expert Sharon Smurfit

At The Travel Suite, we believe in collaborating with leaders who inspire change, elevate experiences, and bring meaningful expertise to the industries we serve. Today, we are delighted to announce a new partnership with Sharon Smurfit, one of Ireland’s most respected golf industry specialists and the founder of Talk Golf Ireland.

This collaboration marks an exciting step forward for The Travel Suite as we continue to expand the level of insight and specialist guidance we can offer our clients across the golf, resort, and destination sectors.

Bringing Expertise That Elevates Experiences

With more than 15 years of senior-level experience, Sharon has built a reputation as a practical, people-focused expert in golf operations, club culture, guest engagement, and destination promotion. Her background includes working within some of Ireland’s most iconic golfing venues — including her time as Director of Golf at The K Club, where she played a key role in delivering the 2016 Irish Open.

Sharon brings not only a deep understanding of the sport, but an invaluable perspective on what today’s golfers and guests expect from high-quality clubs and resorts. Her insight enhances our ability to support clients with strategies focused on experience, service, authenticity, and long-term growth.

Our partnership with Sharon is designed with one clear goal in mind:
to help our clients create exceptional, memorable experiences for their guests.

About Sharon Smurfit

Respected across the Irish golf community, Sharon is known for her calm, collaborative approach and her skill in helping clubs and destinations strengthen their identity and connect meaningfully with their audiences. Her career spans:

• Senior leadership roles in top-tier Irish clubs

• Expertise in membership experience and visitor engagement

• Guidance on operational best practice

• Support for clubs and resorts seeking to grow or adapt

• Strong connections across the golf and travel industries

Her passion for the game, paired with her deep operational knowledge, allows her to offer clear, strategic insight to clubs and resorts aiming to evolve with confidence.

Talk Golf Ireland — A Platform With Purpose

In addition to her consultancy work, Sharon Smurfit is the founder of Talk Golf Ireland, a leading print and digital platform that shines a spotlight on the best of Irish golf. Through rich editorial, destination features, interviews, and industry campaigns, the platform connects golfers with clubs, events, travel opportunities, and brands.

Talk Golf Ireland has become a trusted voice in the golfing community — not just reporting on the Irish golf scene, but helping celebrate and elevate it. For clients of The Travel Suite, this platform represents a valuable opportunity for visibility and authentic storytelling.

What This Means for Our Clients

Our collaboration with Sharon enhances what we can offer to golf clubs, hotels, resorts, and destinations across Ireland and the UK. By working together, we can support our clients with:

• Stronger guest and member experiences

• Clearer, more competitive positioning

• Enhanced storytelling and destination visibility

• Guidance shaped by real experience inside Ireland’s top golf clubs

• Thoughtful strategies focused on long-term value and growth

Simply put, this partnership helps us help you better.

Looking Ahead

We’re incredibly excited to welcome Sharon Smurfit into The Travel Suite’s network of industry partners. Her expertise, passion, and leadership strengthen our ability to serve clients who want to elevate their offering—whether they’re refining a golf experience, enhancing a resort product, or showcasing the unique qualities of their destination.

We look forward to the work ahead and to the many opportunities this partnership will create for our clients and the wider golf and travel community.