Golf Business Monitor: Golf Tourism

Golf Tourism

08/14/2015

Who is the right host for The Solheim Cup in 2019?

Scotland is still excited about hosting The Solheim Cup in 2019. In March it was questionable whether Scotland will launch a formal bid in the summer. Now it is sure that they will officially bid for the hosting of The Solheim Cup in 2019.

Scots take this bid really seriously. The Scottish Government (Jamie Hepburn, the Minister for Sport, Health Improvement and Mental Health) is strongly supporting this initiative. The bid team has been lead by VisitScotland’s Events Directorate.

After a long selection process, The Scottish Government, the Scottish Ladies Golf Association, Scottish Golf Union, Transport Scotland and current Scottish LET professionals and of course VisitScotland selected Gleneagles (was acquired by Ennismore for around £150m) as an ideal bidding partner. The game would be played on the PGA Centenary Course at Gleneagles.

They calculate with 30,000 spectators per day to the Perthshire venue including a strong contingent travelling from outwith Scotland and from overseas.

I think, the opportunity to host such a big golf event can contribute to women's participation in golf. It would be nice to boost women's golf club membership to above 20% in Scotland (and of course elsewhere also).

However VisitScotland has to come up with more convincing reasons to believe (RTB) than emphasizing Scotland's golf history and heritage. We also cannot be sure that the weather will be favourable to the event (see what happened during the British Open this year).

Other weakness of Scotland and Gleneagles is what can they offer to the spectators beside the game. My impression is that the crowds are largely made up of the ladies sections of golf clubs plus family and friends. If this is really the case, then what can the organizers offer to these ladies??(e.g. shopping opportunity, spas etc.) Well, when I think about Scotland, golf, whiskey and James Bond come to my mind first.

This is why I think Turkey, Spain, Portugal or Italy can be tough competitors for Scotland.

Aug 14, 2015 6:09:02 PM | Golf Business, Golf Club Marketing, Golf Marketing, Golf Tourism

08/02/2015

Why do British golf tourists prefer PGA Catalunya Resort?

Last year PGA Catalunya Resort was awarded as '2015 Golf Resort of the Year for Europe' by the International Association of Golf Tour Operators (IAGTO). Now PGA Catalunya Resort proves that they have not received the recognition in vain.

PGA Catalunya Resort has enjoyed significant year-on-year increases in visitor numbers, driven by a 16% rise from the UK, a 7% increase from Switzerland and a 5% rise from both France and the Nordic countries. A similar growth was seen at a domestic level, with 5% more Spanish golfers booking rounds to play the two critically-acclaimed Tour and Stadium courses.

An interesting trend in golf tourism is the direct booking. This resulted a 31% year-on-year increase from the French market. I was not surprised at this result since it proves what Michael Galosso COO of Golfscape.com wrote in his guest post about the growing importance of shared economy, crowdsourcing in golf tourism.

Golf travel operators are in trouble in these days as customization and social recommendations are gaining momentum. According to ASTA's 2013 Technology and Web Usage Report, 40% of travel agents don't see social media as valuable. Why???

Quite a big money is at stake in the golf tourism industry: $20 Billion+. According to the '2014 Golf Tourism Report,' 553 golf tour operators control more than 85% of the world's golf holiday packages.

Miguel Girbes, Director of Golf at PGA Catalunya Resort believes that “Staging the European Tour’s 2014 Open de España undoubtedly created an important platform for us to elevate the resort’s status as a world-class venue and boost our reputation among international golfers. Being named Spain’s official candidate host venue for The 2022 Ryder Cup has also helped raise our profile in Europe, and beyond.”

Aug 2, 2015 10:48:39 AM | Golf Club Marketing, Golf Tourism

07/22/2015

TaylorMade Golf VIP event at Macdonald Rusacks Hotel

As part of TaylorMade Golf’s 15 years of Driver dominance a VIP event was held at Macdonald Rusacks Hotel. Junior golfers from Scotland were invited to celebrate with their heroes including Stephen Gallacher, Justin Rose, Sergio Garcia and Dustin Johnson.

These kids were invited as part of Macdonald Hotels & Resorts' close relationship with Ryder Cup player Stephen Gallacher, who is golf brand ambassador for the hotel group.

During private Q&A sessions VIPs and media were able to ask about their experiences and give insights. Hopefully such up-close experience will bring kids closer to golf or motivate them to play more. I keep my fingers crossed for them.

Jul 22, 2015 3:16:13 PM | Golf Equipment, Golf Tourism

07/13/2015

International Golf Travel Market 2015 will focus on emerging markets

International Golf Travel Market 2015 (IGTM is a leading golf travel trade show for golf tourism suppliers, buyers and media) is set to provide a showcase for emerging golf tourism markets, as first time exhibitors are announced from Eastern Europe and Asia.

Among the first time exhibitors at IGTM 2015 is Gorki Golf Club, Russia (see picture above). Another first time exhibitor at IGTM 2015 is Vietnam, with Vinpearl Golf Club Management (see picture below). The event will will take place at the Magma Conference Centre, Tenerife, from October 5-8. More than 450 companies and 1450 golf tourism professionals will participate in the IGTM 2015.

Today, it is obvious that golf travel sales is moving online. Search engines, photo sites (Instagram, Pinterest etc.) and YouTube are the top online sources of inspiration. In search we are using destination names and travel brands to find our golf holiday destination. In YouTube we are using mainly destination names when we are checking a golf destination.

We are spending more time watching online videos than ever before, with views of travel-related content up 118% year over year (YoY, between 2013-2014). According to the data, travelers are increasingly using mobile devices to consume travel-related videos anytime and anywhere.

At the meantime, we are still watching mainly branded or professionally released videos despite of we are keen on seeing real life stories, personal travel experiences.

So, dear golf tour operators and golf clubs are you prepared for developing shareable content to generate awareness and interest?

Jul 13, 2015 5:22:18 PM | Golf Tourism

07/02/2015

Can Al Zorah Golf Complex compete with other UAE golf clubs?

In the last couple of years UAE is among the the Top 10 Fastest Growing Tourism Hotspots in the world. Just in 2013, UAE's golf tourism grew by 10.4%. In 2013, Abu Dhabi and Dubai were the 6th golf tourism hot spot.

Al Zorah Development Company initiated in 2007 the development of a golf complex in an untapped area of UAE Emirate of Ajman (north of Dubai). Due to the global financial crisis between 2009 to 2013, they put the project on hold. Al Zorah Golf Complex is a Dh220-billion ($60 billion) project. Al Zorah Development Company is a joint venture between the Government of Ajman and Solidere International.

Al Zorah Golf Club in Ajman is part of the city's redevelopment. It is 25 minutes away from the Dubai International Airport. Al Zorah Golf Complex is located along the natural peninsula on the coastline of Ajman along the Arabian Sea.

The Complex spreads over an area of 5.4 million square metres, bordered by 12 kilometres long seafront. Its undivided setting of 1 million square meters of natural mangroves makes it unique the golf course.

Thanks to the favorable changes in global business climate, the 'st Phase of the project/construction is getting closer to the completion. The expected completion date in the last quarter of 2015 or the beginning of 2016.

Troon was selected in 2014 to manage the development. Troon is expecting that the entire 18-holes will open in the 4th quarter of 2015. I assume Troon will launch here their popular mobile application and will add Al Zarah to its Troon Rewards loyalty program. But where are the added value services that can provide exceptional customer experience?

Al Zorah will be a pirvate golf club. The par 72, 18-hole golf course was designed by Nicklaus Design.

The Al Zorah Golf Complex includes 42 golf villas (see picture above) with semi-enclosed courtyards and private swimming pools. Within the villas we can enjoy large open spaces. The clubhouse will be completed in 2016 and the Golf Villas phase one by middle of 2016.

Future residents will also be in close proximity to Al Zorah Golf Clubhouse, which will have a swimming pool, a children’s swimming pool, a gym, a gourmet restaurant, a café, a multipurpose hall, and a Teen Club. It is good that they also thought about how to provide relaxation to the whole family.

In April 2015, Al Zorah Development Company officially launched the sale of the $544.5 million (AED 2 billion) Phase 1 of the Premium Golf Villas. Villa prices according to the developer are between Dh4 million and Dh6.5m.

I don't want to underestimate some of these villas' values like built to human scale, close to the nature, proximity to the sea, but what will the owner get for his money beside a luxurious villa? Let's not forget that Al Zorah Golf Complex will have to compete with such established UAE golf clubs such as Dubai Creek Golf Club (closest to the Dubai International Airport), Emirates Golf Club, Jumeirah Golf Club.

In the 2nd phase they will add another 4 resorts and boutique hotels. Oberoi Hotels & Resorts, will manage the resort featuring 113 guestrooms and suites, many of which have their own private pools. The hotel, spanning 100,000 sq m with 290 m of beachfront.

Jul 2, 2015 5:06:36 PM | Golf Architecture, Golf Business, Golf Club Management, Golf Club Marketing, Golf Real Estate, Golf Tourism

06/26/2015

Orizonte Lisbon Golf attracted 11% more Swedish golfers

To exploit Swedes' natural attraction to Portuguese golf courses, early this year Orizonte Lisbon Golf exhibited in Malmo, Sweden (part of this promotion tour they exhibited in Helsinki, Paris and Scotland as well). Now it seems like that the exhibition was successful. Orizonte Lisbon Golf has experienced a rise of more than 11% in bookings from Sweden so far this year.

Later this summer Orizonte Lisbon Golf will go to Denmark to the ’Made in Denmark’ golf show in partnership with Caddie Golf Resjer. Personally, I would also go to Germany since Swedish and German golf tourists are the most valuable golf tourists based on their average spending during a golf holiday: above €1,500.

If you think it is worth a try, then there are many interesting packages like the Golf Passport which offers golf visitors to the Lisbon region a 3-round (£109 / €150) and five-round (£169 / €240) option.

Jun 26, 2015 4:40:19 PM | Golf Club Marketing, Golf Tourism

06/24/2015

America's favorite golf destination: Myrtle Beach

Did you know that in Myrtle Beach, more than 3.5 million rounds of golf are played annually? I think it is a beautiful sign of popularity and engagement.

Thus I am not surprised that Myrtle Beach has been recognized as the USA’s top golf destination in an influential public poll conducted by golf.com.

The Golfers’ Choice Awards polled nearly 6,000 travelling golfers over a 6-week period and ranked Myrtle Beach as the ‘Favourite U.S. Destination’, ‘Favourite U.S. Destination for Value’ and ‘Favourite U.S. Spot for a Trip with Golf Friends’.

Yes, Myrtle Beach can be popular for 2 main reasons:

Variety (of 79 championship standard golf courses, accommodations, restaurants, shopping, beaches and entertainment venues + hunting, fishing, water exploration) and
Value (there are offers for every budget).

The Grand Strand currently has four courses (Dunes Club, Caledonia, TPC Myrtle Beach, Barefoot Resort’s Love Course) rated in the Top 100 Public Courses ranking published by Golf Digest and Golf Magazine, and 51 courses with at least a four-star rating by Golf Digest. Golf course architects include Jack Nicklaus, Arnold Palmer, Tom Fazio, Robert Trent Jones, Rees Jones, Pete Dye and Greg Norman.

This is not the first award of Myrtle Beach. In 2014, it was voted ‘Best Golf Destination in the World’ in the 10 Best Travel Awards sponsored by USA TODAY, and in 2013, a National Golf Foundation survey spotlighted Myrtle Beach as the game’s most popular destination for American and Canadian golfers.

Little bit off-topic. Between August 31 and September 4 Myrtle Beach will be the home to the world’s largest amateur golf event, the World Amateur Handicap Championship. They are expecting to attract over 3,000 competitors from the U.S. and from more than 30 countries.

Jun 24, 2015 8:13:01 PM | Golf Club Marketing, Golf Media, Golf Tourism

06/15/2015

New reason to visit Quinta do Lago: Bovino Steakhouse

There is a proverb that says: the way to a man's heart is through his stomach. Now Quinta do Lago is adding a modern steakhouse to its food services to provide more reason to visit them: Bovino Steakhouse.

It cleverly combines contemporary urban design with the steakhouse concept (by Lázaro Roza-Violán). This you will understand when you will see the chic interiors right next to the traditional 200-year-old Algarve farmhouse. The opportunity to see the Atlantic Ocean is just a cherry on top.

The new design by Roza-Violán is inspired by the use of traditional materials such as colored tiles and Portuguese ‘calçada’ flooring, combined with a contemporary urban approach reflective of styles found in New York’s Manhattan and London’s Shoreditch.

At the very same time, we should not neglect neighboring Casa Velha restaurant that will reopen soon with new outlook.

Jun 15, 2015 9:57:04 AM | Golf Club Marketing, Golf Real Estate, Golf Tourism

06/14/2015

Robert Trent Jones II signature golf course is close to completion in Hungary

Yes it is true. It will be the second Robert Trent Jones II signature golf course in Eastern Europe (the other is in Russia). Hungary's 4th wealthiest entrepreneur (according to Forbes Hungary in 2014) Gábor Széles had an idea/dream that it is possible to develop a real championship golf course in Hungary.

He found a great area close to the Austrian border within natural reserves and vineyards. This is how the idea of Zala Springs Golf Resort was born.

Gábor Széles asked Robert Trent Jones, Jr.'s team to come up with a golf course plan that will enable them to host in the future well-known international golf championships like the European Tour or the Ryder Cup.

On Thursday I visited the unfinished golf course. The 18 holes and the club house will be ready in August 2015. At this moment 9 holes are available. At the end it will be a par-72, 6650 meters (=7272 yards) golf course. Unlike in other golf clubs in Hungary, here the developers thought about building apartments (the transfer of flats will be in Q1 2016, but the sales have already begun) and condos right next to the golf course.

Zala Spring Golf Resort's developers will have to think about:

How to put their golf course on the golf tourism map?
How to motivate UK, Swedish, German, French and Dutch (or even US golfers) golf tourists to try their golf course? (when they are used to play in such golf destinations where there are couple of golf courses in the neighborhood).
How they can get people quicker to the golf course (although there is an airport not so far away from the golf course)?
How can they motivate those few Hungarian golfers to play here and become even a member?

Jun 14, 2015 8:43:51 PM | Golf Architecture, Golf Club Marketing, Golf Tourism

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.