In 2009, I started to realize that when I talked with my business partners from various industries, there was a dramatic shift toward women as primary influencers in many business situations (tourism, health, car, etc.).
It’s no surprise, considering that women contribute 44% of the family income in dual-earning couples in the US.
They are also gaining senior leadership positions as well (e.g. Ginni Rometty – President and CEO of IBM, Marissa Meyer – CEO of Yahoo etc.).
American women now represent 5 trillion USD of economic spending. They are an incredible source of business.
This was recognized by Citi when it launched a dedicated LinkedIn group for women, Connect: Professional Women’s Network, in April 2012. In many instances, women as a source of revenue are neglected or untapped, as seen in the golf industry.
Although the golf business has been dominated by male participation, we should not neglect ( Download Connecting-with-Her) female golfers.
They represent 19.3% of all golfers. In the US alone, there are potentially 38 million women who are open to golf. HSBC in his latest report ( Download The_Future_of_Golf by HSBC 2012) talked about the phenomenon that golf is becoming more unisex as women come into the game.
In the Netherlands, golf is the fastest-growing sport among women. Golf is the 3rd most popular sport among women and girls in the Netherlands.
The European average is 24.6 percent, and in three countries —Germany, Austria, and Switzerland —more than one in three golfers are female (in GB&I, the figure is only 14.5%). Only in Germany (Germany only has 719 golf courses), female golfers’ share is 35% (=660,000).
Golf course owners and golf equipment manufacturers should start as soon as possible to think how to exploit this golden opportunity.
For instance, think about how female golfers can feel comfortable and welcomed in your pro shop (change the share of products for women, find women-only products, etc.) or how they could socialize better in the clubhouse, etc.
How is this shift affecting golf tourism?
In 2012, the global golf tourism industry grew by 9.3% (vs. 2011) according to IAGTO. In 2012, golf tourism sales exceeded $ 1.5 billion.
38% of golf tour operators focus solely on golf holidays, while 62% cater to business trips, among other services (e.g., weddings, general leisure).
Women now make up nearly 50% of business travelers. I can already feel and see the business opportunities.
Let’s stop here for a moment! Do we know how they make decisions or what kind of approach or treatment they prefer?
Here are some challenges for hotels and tour operators when they have a female business traveller who is golfer at the same time:
- How do you make them respected?
- How do you make them feel welcomed?
- How can they feel comfortable in the offered hotel and program?
- Can you provide them a “place to escape” (e.g., after a busy conference day or business meeting)?
- How can you offer a priceless social experience that enables them to develop personal relationships?
As we discuss business trips, it is worth considering a time-saving solution.
They will likely arrive at an unfamiliar hotel and town.
It is wise to invite female golfers (personal invitations matter!) to the local golf course that suits them the most (probably we can gauge from the room price how much they can afford).
Finally, here is a list of “female-friendly” hotels: https://www.maiden-voyage.com/Hotels.aspx.