It is a constant dilemma for us golfers when we plan our golf holiday or golf trip abroad, whether to bring our customized golf clubs with us or utilize golf club rental services at the local golf resort or golf club.
I am one of those who prefer to play with rented golf clubs when I am playing far away from home (e.g., in Portugal, Thailand, Turkey, Estonia, etc.).
Before you reply immediately, I will definitely take my customized golf clubs with me to my following golf holidays.
Think about the following trends that are shaping customer behavior in favor of using rented golf clubs during golf holidays.
The recent Experience is Everything study of PwC found that people care most about these values:
- Efficiency
- Convenience
- Knowledgeable help + friendly service
- Speed
The same study found that 43% of all consumers would pay more for greater convenience. Would you sacrifice your convenience for the opportunity to play with your own clubs?
I prefer golf travel agencies that can arrange everything from tee times to rented golf clubs.
Based on the popularity of golf club rental services, I expect there will be an increasing number of “borrower” golf tourists for whom a freer golf holiday experience will be more critical.
I think it is an influence of on-demand services like Uber, Airbnb, etc.
Today’s golf tourists want more flexibility and freedom in their golf holidays. This is not just about the preferences of Millennials, but Baby Boomers are also looking to downsize and simplify their lives, including golf holidays. Just think about:
- weight limit and size restriction on golf baggage;
- some airlines require a hard-sided traveling case.
- hidden airline fees;
- cost of insuring your equipment;
- If you don’t fly directly to the golf destination, then additional fees can occur.
The popularity of rented golf clubs will depend on the golf travelers’ perception, who will judge this option based on their efforts, success, and emotions (=feel good or not).
Those golf travel agencies that provide rented golf clubs should consider how they can assist their customers in achieving their own goals.
Rented golf clubs & the on-demand economy
Today, golf holidaymakers’ 3 main expectations are:
- Personalization – since our customers have different needs, desires, and goals.
- Ease – they don’t want to make an extra effort to get a product or service + they want to get it when they feel like (see on-demand economy)
- Speed – people have grown accustomed to obtaining most things with a single click or in an instant, or within a very short period of time. They want matters resolved quickly (e.g., renting a golf club). So they will not be around…
The emergence of on-demand services (e.g. CaddieNow an on-demand caddie service in the US; BewNow an on-demand food and beverage ordering solution; Club Car’s Visage system‘s F&B on-demand service feature; Golf Digest Pros on Demand; Onefinestay, an Airbnb competitor acquired by Accor Hotels) is built on mobile technologies and people’s desire for time-saving.
Let’s not forget also that people are instinctively self-centered!
I expect that such services will change customer behavior and competition significantly. The on-demand economy has plenty of room to grow, especially in the golf industry.
Just to get back to rented golf clubs, ClubHub is providing on-demand access to premium rental clubs (e.g. TaylorMade).
Therefore, my recommendation to companies involved in the golf club rental business is to prepare to provide on-demand services as well.
Customers who are already used to on-demand services will not turn back to ‘old-school’ services.
To stay relevant, you not only have to exceed their expectations but also focus much more on customer experience.