Macdonald Hotels & Resorts seems to understand the importance of customer retention. They want to reward golf players across the UK with the launch of the group’s first ever pay and play reward programme, Loyal-Tee. Loyal-Tee loyalty card will…
IBM estimates that we create every day 2.5 quintillion bytes of data (90% of the data in the world today has been created in the last two years alone.). It is really hard to digest and understand how big…
It would be folly to think that all golfers are the same. We have to learn the difference between them and how to differentiate among them to be able to attract the right customers to our golf clubs…
I see that the recent pandemic has had an impact on loyalty programs in the golf tourism industry too. I see the change in that from now we should focus on ensuring that our golf tourists get real…
Volatility in consumer behavior is at an all-time high. The COVID-19 pandemic fundamentally changed many needs and preferences. It is worth understanding that our indoor golf customers are laser-focused on value too. The demand for service, experience, and…
The Autograph Collection hotel brand of Marriott International was launched in 2009. It is one of the 3 soft brands from Marriott International, the others being Design Hotels and Tribute Portfolio, both inherited as part of the merger…
Do you remember when the Discover card was launched in 1986? Discover paved the way for other cashback offers, such as Capital One Shopping, Paypal’s Honey, etc. Today, nearly every issuer has a card in their portfolio offering…
Troon - but also true regarding other companies - will not be able to retain their most valuable customers solely with loyalty programs offering points and discounts. Transactional customers are much less engaged with the brand/marketer/golf club than…
During my time at UPC (a cable company), I was thinking about what we can do more with email marketing beyond sending company news, updates, and new offers. I thought we can do much more for our precious…
We can all agree that the COVID-19 crisis made us understand the importance of relationships, care, understanding, and empathy. A Salesforce research found: 71% of customers believe businesses that have shown more care and empathy in 2020 have gained…
I assume many of us have got a certain perception and expectation in what kind of golf clubhouse we would feel delighted, comfortable, and most of all homey. Here are 5 ideas and concepts that can make a…
There is a lot of uncertainty around the consequences this Covid19 (coronavirus) will have over the game of golf, not only in the aspect of the game itself as we have already read in many different articles but…
As you probably heard of it that I started on Monday an article series about the coronavirus and its effect on our golf club business. The intention was/is to show how various golf club managers of leading golf…
The 2020 Troon Cards officially went on sale on Tuesday, October 1. This is why I thought to share with you what kind of loyalty marketing trends I am expecting for 2020. What I try to do now…
The Real Club de Golf El Prat has just extended its exclusivity agreement with La Mola Conference Center Hotel. La Mola is located next to the 10th hole of the North course of Real Club de Golf El…
In the last couple of years, I asked several French golf industry leaders about the trends and future of golf in France. This is how I learned from: Olivier Denis-Massé (Marketing Director, French Golf Federation), Pierre Chevallier (French…
When we hear the word Algarve, many great golf holiday memories and fabulous golf resorts (e.g. Monte Rei Golf & Country Club; Amendoeira Golf Resort, Vilamoura Dom Pedro Golf Collection, etc.) and golf courses are coming to our…
If you remember, Reed Exhibition in cooperation with Sports Marketing Surveys came out with a study about the trends in the golf tourism industry in 2017. They asked over 10,000 regular golfers (=those who play at least 10…
In 2016, the study of VisitScotland and Scottish Enterprise found that the Scottish golf tourism industry worths £286 million. The Scots are very optimistic now. A review of Scotland’s National Golf Tourism Strategy has extended the industry’s target…
Back in 2015, I already had the feeling that Ricoh's sponsorship of the Women's British Open will not continue after 2018. The company has been the title sponsor of the Ricoh Women’s British Open since 2007. In 2018, the Women’s…