Burhill Group Limited (BGL) Golf, a leading UK multi-course operator, has announced a significant increase in rounds played for the second quarter of 2024.
In the second quarter of 2024, BGL reported a 9% increase in rounds played year over year. This starkly contrasts the national average, which experienced a 5% decline over the same period.
Despite the inclement weather in April, which caused a 14% drop in the national average of rounds played, BGL Golf bucked the trend with a 4.5% increase in April 2024.
Colin Mayes, CEO of BGL, added:
“We are delighted to see that our venues are having yet another strong year, with demand remaining high. It’s extremely validating to see the benefits of our continued investment into our facilities and commitment to customer satisfaction.”
BGL’s success was particularly pronounced in the South of England, where each month of the quarter surpassed the previous year’s totals.
April, May, and June all registered an increase of more than 10% in total rounds played compared to 2023. The South experienced a 14% growth for the quarter, significantly outpacing the 2% average across the region.
Throughout the Midlands region, the average number of rounds played in May 2024 declined to -5.5% compared to the previous year.
BGL Golf venues outperformed this average yet again, with rounds played increasing more than 3% compared to May 2023.
Overall, BGL Golf rounds played were up 14.1% versus the national average year-on-year for Q2 2024.
Customer experience trends to consider
- Omnichannel customer experience: A customer’s engagement with a golf club typically involves multiple touchpoints before the customer interacts with the brand. By implementing an omnichannel customer experience (CX) strategy, golf clubs can expedite this process by engaging with their customer base across various platforms, including social media apps, streaming services, e-commerce websites, and other channels.
- Invest in a valuable loyalty program: Loyalty programs, by their very name, signify the inherent benefit of rewarding customers for their continued patronage. Furthermore, research indicates that these programs enhance customer retention rates. Personalize your golf club’s loyalty program, adding a hierarchy of loyalty status to highlight its most loyal customers.
- Using data, golf clubs can implement hyper-personalization into their CX strategy. Golf clubs can collect predictive analytics from customer relationship management (CRM) systems to better personalize experiences.
- Ensuring customer data privacy: It is noteworthy that customers are ready to provide personal information, mainly when this facilitates the provision of real-time solutions and hyper-personalization. Surprisingly, 50% of customers are inclined to share personal information in pursuit of a customized customer experience.
In the contemporary landscape, evaluating and enhancing customer experience have become imperative for golf clubs.
Allocating resources to data analysis is indispensable to realizing our customer experience objectives.
Consequently, establishing in-house roles for business analysts is essential. Engaging a freelance data analyst is a viable alternative if financial constraints prevail.
The pivotal role of data-driven marketing cannot be overstated, as its significance is poised to burgeon over time.