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James Shippey
Managing Director of Absolute GolfServices
Attracting GolfTourism
Attracting GolfTourismAttract | Manage | Develop | Repeat
Introduction
•A little about me………...
•A PGA professional with over 20 years operational management experience fromGolf Coach – General Manager toManaging Director ofAGS
•I'm highly focused on the development of people and delivering the very best member/guest experience that drive facility reputation and bottomline revenues
•I’m Passionate about Golf, Agronomy, most sports, personal development, fitness and family
AGENDA
Attracting them
Once you havethem
Development Areas
Repeatbusiness
Q&ASession
• Today we will highlight the important factorsthat need to be addressed when moving intoand developing the tourismsector.
• Attracting tourist golfers to new destinations is not easy, understanding the key areas to develop to ensure once they do visit they leave with great impressions, that will help ensure long term success and deliver operational stability from the critically important tourist golfer, along with driving the incremental revenues that can be enjoyed from this marketsegment.
Sharpen theAxe“or your bed knifes, reels anddeliver operational excellence…”
Before you start attracting and retaining overseas clients, youmust make sure that your golf course is in pristine condition, from tee to green and your team are totally guest focused to deliver the WOW experience and understand “WHY”
What is the Why?....
BEPREPARED…
Where wouldyou rather play?
Where wouldyou rather play?
Where wouldyou rather eat?
Where wouldyou rather eat?
Attracting Them..Managing your website,social media and PR,WHY?
- To build awareness
- To help your clientsmake decisions
- To show your uniquepersonality
- To engage directly with clients
- To manage costs – Social media is not as expensiveas you maythink....
Attracting Them…“Create your networkofpartners”
- Work with domesticand international and golf agent
- Work with key hospitality businesses, e.g. Airlines, hotels, other golf clubs close by (createpackages)
Attracting them…Corporate Days and Events
- To build awareness inspecific markets, Banks, Car manufacturers, Airlines,build your target clientprofile
- Create “Word of Mouth” be the venue people talk about –whether it’s golf, F&B or your unique experience.
“Make all your customers your sales team”
Once you have them….Driving Incremental Revenues –Upselling
• F&B• That extra beer, coffee or dessert
• Retail• Create great pro shopbranded
merchandise, sounds simple, many peopleget thiswrong
• Golf Lessons• Use your Golf Pro as a key salesperson,
whether its lessons ormaybe evenupselling equipment during lessons.Domestically, develop new golfers, theyallneed equipment. Fun initiatives, suchas“learn golf ina week”
• Spa or Leisure• If you have other facilities at your club,
offer packages “Unique ExperiencesSell”
DEVELOPMENTAREAS
• Service levels expected from theinternational golfer
• Caddies where appropriate, well trained,great uniforms “SocialMedia opportunity”
• Hospitality mindset, easy cheats, checkout 5star international hotel chains, seewhat theydo….
• International touches to F&B, whilst keepingyour cultural flavour
• Create authentic Philippines experiences atyour club unique to your location, don’t beafraid to be different..
• Once they leave the journey isn’t over..
• Data capture is a“MUST”• at booking, feedback forms, free draw’s
etc.
• Thank people for the visit, ask for feedback -What did you like? What can we do better?
• Send a follow up email to all your guests, you'd be surprised how few clubs say “thank you” it drives loyalty
• Be proactive, engage and interactwith your clients, oldand new..
• It drives revenues and profit
Repeat Business
SAMPLE & CASESTUDYNIKANTI Golf Club
Nikanti Golf Club offers
unique concept, 666 with
all-inclusive golf
experience –Asian first,
with 75% Tourist golfer
business, high yielding
rates and high incremental
spend $$$$$
International touches
to F&B, whilstkeeping
your cultural flavor
• Great well trained Caddies, smart eye catching uniforms,social media magic…
• Your team musthave Hospitality mindset, engage with your guests, I guarantee they will spendmore….
Invest in greatproducts for your Proshop, tourists spend, if your branded merchandise is attractive, it will sell, it’s also free marketing..
“Make your guestsyour S&M Team”
SAMPLE & CASESTUDY
Thana City CountryClub
Thana City CountryClub adopted the concept that the course is designed by Greg Norman – The Great White Shark, to implement “TheShark” throughout the golf club
Thana City Country Club “Shark Bite” concept for holes 16, 17 & 18
Thana City Country Club provides stay & play packages, working with the hotel, both within the property and hotels within the area – they can sell your golf course..
Attending Golf Expo’swith attractive packages, and working directly with golf agents – be proactive,don’t wait for golfers to hear about you, go and get them..
From Corporate Golf Day’s, product launches to hosting golf events and even more fun events, suchasFootgolf… thesedrive Incremental revenues through your F&B department
Work with media influencers, bloggers to present the experience at the club and
share your story
Weall spend so much time
watching video’s on social
media, so doyour clients
You can manage your
clients’ expectationvia
social media.
Whengolfers wear branded club apparel
collections
Whengolfers have a hole-in-one, tell the world!
Involve clients in social media posts
When you do things right, you will be rewarded –
Awards follow, more importantly, so does PROFIT…
Absolute Golf ServicesOffices
AbsoluteGroup
IndiaOffice
ABSOLUTE GOLFSERVICES
AbsoluteGroup
Vietnam Office
ABSOLUTE GOLF SERVICES CO.,LTD
1091/343 4th Floor, New PhetchaburiRoad,
Makkasan, Rajthevee, Bangkok10400
www.absolutegolfservices.com
ABSOLUTE HOTEL SERVICESINDIA
ABSOLUTE HOTEL SERVICESVIETNAM
