How much will impress London Golf Club members the ‘The Race to Al Zorah’ competition?

By: March 24, 2023

Golfers’ expectations are increasing regarding golf club membership. What can golf clubs do beyond golf experience personalization to impress their members? What type of event can really impress golfers and be competitive with other experiences?

The usual partnership agreements with other golf clubs became generic requirements. What the London Golf Club in Kent now offers to its golf club members, I have not seen yet elsewhere.

Hopefully, most of the members are enthusiastic about the chosen golf club partner’s golf offer. Were they asked where they would most like to play golf abroad?

Al Zorah 16th Hole London Golf Club partner
Al Zorah Golf Club – 16th Hole – Credit: Kevin Murray

The London Golf Club has just partnered with the Al Zorah Golf Club (managed by Troon; United Arab Emirates). This is how the ‘The Race to Al Zorah’ competition was created for the club members.

The participants will compete in over 10 events throughout the year for the opportunity to claim the amazing first prize.

The interesting thing about the collaboration is that both golf clubs have Jack Nicklaus-designed golf courses, and they take sustainability seriously.

I won’t waste your time, here are the details of the ‘The Race to Al Zorah’ competition and the prizes.

London Golf Club – ‘The Race to Al Zorah’ Competition

The lucky winner will get

  • 5 nights’ accommodation for 2 people at the 5-star hotel, The Oberoi Beach Resort,
  • the winner will enjoy unlimited golf at Al Zorah Golf Club in the United Arab Emirates of Ajman, near Dubai.
  • Airport transfers, golf buggies with GPSI, warm-up range balls, and first tee amenities are all also included.

The ten events – which can each be entered with a £10/£15 entry fee – will see London Golf Club members compete in a variety of Stableford and medal competitions from May until November as they battle to accumulate the highest number of points.

The top three at each individual event will also receive a cash prize.

London Golf Club Heritage 5th Green
The Heritage Golf Course: 5th Hole – London Golf Club

Competitions will take place across both the Kent club’s championship golf courses – The Heritage and The International – and can be entered at any time meaning new members to the London Golf Club can also take part in ‘The Race to Al Zorah’.

My comments

I hope the London Golf Club will be able to regularly organize similar competitions to make its golf club membership offer competitive and attractive in the future too.

Such a partnership will be successful if the selected partner is attractive enough for your golf club members. Hence, you should first survey your members’ preferences.

Personalization – of membership offers, communication, services, etc. – is a key driver of customer loyalty. If you offer a personalized golf club experience for your golf club members, then they will more likely to renew their membership at your golf club.

You should focus on end-to-end customer journeys that seek to understand what drives satisfaction, loyalty, and advocacy, in order to acquire and retain the best customers.