Hello Simon,
I hope you agree that carbons 3 and 5 are fairly different in terms of their distance from the functional zone of the lactone. Carbon 3 is two bonds removed from the carbonyl carbon, whereas carbon 5 is two bonds from the ether (oxygen). Oxygen is more electron withdrawing than a carbonyl, and the electronegativity at the locale of carbon 5 is greater than that of carbon 3. Thus carbon 5 has a greater chemical shift.
Note: In effect, carbon 5 also has a small partial negative charge on it whereas carbon 3 could be considered to have a small partial positive charge (the partial charges alternate away from the oxygens which are almost always partial negative); this way of looking at organic molecules can be helpful when dealing with more complex spectra.
Enjoy