What percent of golfers will visit the same golf resort more than once?
Golfing has become a popular hobby and professional sport among all age groups and genders. The golf industry has seen growth in its consumer base. In 2016, the consumer base reached 32 million and the number of committed golfers grew by 600,000 to 20.1 million. For return visitors, 47.9% of people returning to Charleston, SC had played golf on a previous trip. In Perthshire, Scotland, 89% of the golfers who visited had returned more than once. These returning visitors were also members of a golf club. In the following paragraphs, a detailed view of the golf resort industry will be discussed.
The golf industry is booming as the consumer base for both on-course and off-course participation rises. The golf consumer base rose from 31 million in 2015 to 32 million in 2016. The number of committed players saw an increase of 600 thousand in 2016 for the first time in five years jumping to 20.1 million.
GOLF RESORT INDUSTRY
Golf resorts or golf clubs are created for golf players to have the best experience when playing golf. Part of the strategy of resorts includes providing the necessary equipment, accommodation, food, and entertainment to keep players satisfied. Retaining its customers and keep them coming back, however, is a challenging feat. Resorts and clubs have to build loyalty. Customers are encouraged to join the club to benefit from various perks such as free drinks and complimentary passes for member colleagues. Other private resort clubs focus on family, women, and juniors to stabilize the member retention rates.
The golf resort industry is an ever-changing market, which results in different experiences for club owners. Some resorts may benefit greatly from returning visitors while some may not.
According to a survey in Scotland, Perthshire acquires many visitors from the United Kingdom and overseas. A total of 89 percent of visitors have been to Scotland before. Perthshire attracts many skilled golfers, and 89 percent of their golf visitors are members of a golf club. This notes the fact that the golf resort industry in Perthshire has a vast amount of repeat visits. Visitors to Perthshire expressed their views that returning to the golf course was due to their prior experience and competing in tournaments.
Another survey in Charleston US showed that out of the 54.5 percent of visitors who inquired about golfing, 26.9 percent visited. In addition, more than half of the inquirers visited Charleston before and 47.9 percent of those persons reported playing golf in an earlier trip.
In other instances, private clubs reported a stable membership rate of 30 percent. However, other private golf club owners reported a decline in members over the period of five years from 36 percent in 2013 to 21 percent in 2017.
Golf resorts and clubs provide its members with many perks that encourage member retention and visitor returns. Some of these include focusing on family and women, providing free drinks, lodging, entertainment, and complimentary passes for friends of golfers. Nonetheless, some areas in the world are benefiting greatly from visitor returns of 89 percent while others see a decline or stable membership of visitors. The golf resort market in unpredictable and private club owners have the duty to increase marketing strategies to retain members.