Golf Business Monitor: Golf Club Marketing

Golf Club Marketing

06/12/2015

Gardagolf Country Club is trying to convince UK golfers to...

The 27-hole Gardagolf Country Club, in northern Italy, is targeting now UK golfers for the first time after negotiating package rates with a number of nearby ‘partner' hotels. Gardagolf has been, until now, largely the privilege of its 550 members.

Last year the International Golf Travel Market survey shown us that 31% of respondents from Great Britain & Ireland were keen on to play golf in Italy. Swedish and German golfers were much more enthusiastic about Italian golf courses. UK golfers still prefer Spain and Portugal.

The very same survey suggests that we should consider Italy as "new golf destination" (from the top 10 largest golfing nations in Europe; Italy is the 8th) based on the finding that Italy has the lowest golfers-to-courses ratio, meaning there is less competition for tee-times. We should exploit this negative KPI by stating that here you can play golf without hurry. What do you think?

At the same time, local golf tourism organizations and golf courses have to find solution to change the negative perception of their country and region. UK golfers consider Italy as an expensive golf tourism destination. In 2014, 1% of UK golfers visited Italy on a golf break (vs 8% of German golfers, 4% of Swede golfers and 3% French golfers). May be here is the time for "need-based" product development and pricing instead of one size fits all strategy.

Nevertheless we should not neglect how much these foreign golfers are spending. The above mentioned survey found Swedish and German golf tourists are the most valuable golf tourists based on their average spending during a golf holiday: above €1,500.

Gardagolf Country Club was designed by Cotton, Pennink, Steel & Partners. The golf course opened in 1986 and has twice hosted the Italian Open, in 1997 and 2003. Today Gardagolf Country Club has one 18-hole golf course, three 9-hole courses, a 3-hole executive golf course and driving range.

The region's mild climate ensures it is an ideal destination for year-round golf, and its location ensures there are plenty of extra-curricular activities and glorious vistas to be enjoyed once the golf - and the post-match vino - is completed.

If I were you I would also visit Arzaga Golf Club's two golf courses (designed by Jack Nicklaus and Gary Player) that is quite close to Gardagolf Country Club.

Jun 12, 2015 3:23:00 PM | Golf Club Marketing, Golf Tourism

06/09/2015

FootGolf will be available at Kaanapali Golf Courses

9 and 18 holes of FootGolf will be available at Kaanapali Golf Courses after 3 p.m. seven days a week starting at $15 to walk and an additional $15 to ride a shared golf cart. Players can bring their own soccer balls or rent one for $5 per round.

Kaanapali Golf Courses is the first facility on Maui to offer FootGolf and joins several other Billy Casper Golf-managed courses across America to launch the program in 2015.

Kaanapali Golf Coruses was opened in 1962 and designed by Robert Trent Jones Sr. It is a par-71, 6,700-yard golf course. Kaanapali Golf Coruses hosted several important golf championships: the Champions Tour Kaanapali Classic for 14 years, Shell's Wonderful World of Golf, the Canada Cup and LPGA Kemper Open.

Jun 9, 2015 10:23:41 AM | Golf Club Management, Golf Club Marketing

06/08/2015

DoubleTree by Hilton Resort & Spa Reserva del Higuerón will start in July

In March I wrote about Hotel Reserva del Higuerón's agreement with Hilton Worldwide. This agreement was reached at the last Internationale Tourismus-Börse Berlin (ITB Berlin). As I wrote, Hotel Reserva del Higuerón will be rebranded to DoubleTree by Hilton Resort & Spa Reserva del Higuerón.

DoubleTree by Hilton Resort & Spa Reserva del Higuerón will operate under its new brand name from next month and features 177 rooms and suites, a spa with a luxury circuit, a wellness center, a shopping centre, and other leisure facilities with a large variety of sport options and eateries - with its flagship restaurants being Al Rolo and the recently opened SOLLO Restaurante by Diego Gallegos, who was awarded Revelation Chef 2015 at Madrid Fusión.

The soon-to-be rebranded DoubleTree by Hilton Resort & Spa Reserva del Higuerón has developed also a range of unique packages to suit all tastes for stays of three, five and seven days, including competitive offers from the golf courses and new services specifically designed for the Hilton chain's clients, when enjoying a round of golf.

Jun 8, 2015 8:06:33 PM | Golf Club Management, Golf Club Marketing, Golf Tourism

06/05/2015

QHotels gained more than 1,000 new golfers to its new QFairway club

In March I had reported about QHotels' new QFairway club golf membership program/offer. They claim it is the most flexible membership offer in the UK. It gives QFairway members up to 50 rounds of golf for £375 along with access to 15 golf courses.

What it makes really attractive (at least for me) is that the flexible points-based membership gives golfers all the benefits of a full golf club membership – including the facility to hold a handicap and playing rights for club competitions – while offering discount on food and drink, shop purchases, tuition, hotel bed-and-breakfast rates, and, most impressively, access to all of QHotels’ 15 golf courses. If this is still not enough than how about not paying joining fee??

Now I can be the herald of the good news, that the QFairway club golf membership program brought 1000+ new golfers (includes 200 juniors!)

Jun 5, 2015 9:42:44 AM | Golf Club Management, Golf Club Marketing

06/01/2015

World of Leading Golf convinced Le Golf National to...

The home of the 2018 Ryder Cup, France's stunning Le Golf National, is the newest member of the World of Leading Golf. The club's outstanding L'Albatros course will play host to the biennial team event in September 2018 and is regarded as one of the finest championship courses in Europe.

On the outskirts of Versailles, near Paris, Le Golf National - previously home of the Alstom Open de France - will become only the 2nd continental venue, after Valderrama, to welcome the contest, worldwide TV's 3rd biggest sporting event after the Olympics and FIFA World Cup.

World of Leading Golf is focusing on marketing and communication platforms for certified premium clubs in order to promote awareness throughout Europe. However, I have not found answers to the following questions on their website:

if they provide content marketing solutions...if yes, then how? (Facebook is not equal to social media);
where are the CRM and mobile solutions??
how they improve customer experience in a golf club etc.

Jun 1, 2015 5:37:48 PM | Golf Club Management, Golf Club Marketing

05/29/2015

Why is it good to be a guest in The Grove?

Last year I complained about that golf clubs do not measure customer satisfaction, performance and NPS (Net Promoter Score) to be able to attract new golfers and golf club members, but also to retain existing ones.

Now I found an exception: Troon & The Grove.

The Groove was rated best for ‘Overall Guest Experience’ from a list of more than 250 upmarket golf courses in 27 countries managed by Troon based on customer feedback surveys. The guest ratings of The Grove was 98.4%. The golf club is rated ‘England’s Number One Pay-and-Play Golf Course’ by Golf Monthly magazine.

May 29, 2015 4:31:52 PM | Golf Club Management, Golf Club Marketing

05/27/2015

Assoufid Golf Club can't stop collecting awards

Assoufid Golf Club recently named ‘Africa’s Best New Golf Course 2014’, has reinforced its growing global reputation by being nominated on the shortlist for The World Golf Awards as ‘Morocco’s Best Golf Course 2015’.

It is a little bit strange to hear about such a high recognition when the golf course was launched only in October 2014.

Assoufid Golf Club's golf course was designed by Niall Cameron (formerly head professional at clubs such as Turnberry and Royal St George’s + European Tour player). It is his first golf course design. It is a 7,042-yard, desert-style course.

Last year IAGTO ranked Morocco as the 9th most popular golf tourism destination in the world.

May 27, 2015 7:33:11 PM | Golf Architecture, Golf Club Marketing, Golf Tourism

05/22/2015

Unprecedented number of golf rounds played in Algarve in Q1 2015

The Algarve, Europe’s leading golf destination (2 nine or 18-hole golf courses), has continued its surge in popularity after revealing a five-figure increase (increase of more than 50,000 rounds played on its famous courses in 2014) in the number of golf rounds played on its famous courses in the first quarter of 2015.

Well, I am not totally surprised, if we remember how much Quinta do Lago invested in their golf club and golf course. Quinta do Lago started in 2009 a major €29m investment programme, with a further €21m is set to be spent on improving its facilities in the 3 three years. Other good example is Onyria Palmares Beach & Golf Resort that was award in 2014 for the best golf course three years in a row.

Algarve also benefited from the strong British pound that has strengthened more than 20% against the Euro in the last 12 months. UK golfers are approaching the 2015 season with gusto in the knowledge they will receive even greater value for money in the Algarve this year.

Other interesting finding and possible reason to the high number of golf rounds played is the power of social media. Algarve ran several social media campaigns to generate interest and awareness for its golf courses. In addition to this it operates several social media channels: Pinterest, YouTube, Facebook, Twitter, Instagram, Google+.

Algarve will celebrate its 50th anniversary as a golf destination in 2016.

May 22, 2015 12:22:15 PM | Golf Business, Golf Club Marketing, Golf Industry, Golf Marketing, Golf Tourism

05/13/2015

The Morocco Matchplay is coming to Essaouira

The Morocco Matchplay will be played in Essaouria between February 7-12, 2016. The Morocco Matchplay is sponsored by the Moroccan National Tourist Office (MNTO) and powered by HowDidiDo.

The organizers are expecting that thousands of UK golfers will participate this summer to qualify for north and south regional finals, with total of 36 finalists.

These finalists will fight for 4 titles: better-ball pairs, mixed pairs, senior pairs and singles. If you will be among the lucky finalists then you will get complimentary flights, five nights' luxury accommodation in the Sofitel Essaouira Magador Golf & Spa resort and four rounds of championship golf on the Gary Player-designed Mogador course.

Last year Ian Cook won the The Morocco Matchplay.

May 13, 2015 3:33:15 PM | Golf Club Marketing, Golf Tourism

05/10/2015

Patrick Cummins and his team won the Knight Golf Tournament

I rarely write about Indian golf tournament events, but in this case I thought it is worth to write about the Knight Golf Tournament.

Knight Golf Tournament took place early this week at the Royal Calcutta Golf Club. Patrick Cummins and his teammates Mayukh Ray, Abhikansh Basu and Sanjay Asmera returned with a team total of 53 points in a star-studded field of Kolkata Knight Riders players.

Venky Mysore the CEO and MD of Kolkata Knight Riders said that "Knight Golf was our attempt to organize a KKR golf day at the RCGC to connect with the golfing community and encourage young golfers from Kolkata. By all accounts, it was a huge success and it was particularly great to see a lot of kids coming and enjoying photo opportunities with Kolkota Knight Riders players and interacting with them. We hope to make this an annual event.”

May 10, 2015 8:38:50 PM | Golf Business, Golf Club Marketing, Golf Marketing

Golf Business Monitor

The purpose of this blog to discuss the business side of the golf industry, including golf architecture, golf club management and marketing, golf tourism, golf and health, golf equipment trends.