One of the major B2B marketing trends in 2021 is retention marketing. Today, many companies know that returning customers are more likely to purchase from a company (e.g. John Deere) over time. Fred Reichheld believes Marketers' operating costs…
Callaway Golf now wants to prove that it is indeed possible to create such a wedge that can help us to have control on all types of wedge shots, from chips, pitches, flops, bunker shots, and full shots…
I have long been of the opinion that golf clubs should no longer make decisions without having data that justify their decisions. In other words, they must become data-driven. Analytics can help golf clubs to make operational improvements…
Let’s face it, the golf industry is lagging far behind in mobile commerce. The mobile app of most golf clubs provides only very basic services (e.g. tee time booking, weather). Meanwhile, App Annie State of Mobile 2021 study…
Troon International has selected 59club to afford its venues full access to their market-leading "performance management" products & services. Troon International is not entirely a new client for 59club. In the second half of this article, I will…
Before I would share with you QHotels Group's investment plans, it is worth understanding what are the expectations in the hospitality industry in the UK. Here are some interesting insights to consider Over 50% of UK travelers are…
My impression is that golf clubs do not make sufficient use of the potential of golf club management software. To ensure this, I asked Jacek Gulmantowicz, co-founder of Golf Booking Software. Do you think I was right or…
After learning in April that Burhill Group finished in 7th place at the 22nd annual Sunday Times BDO Profit Track 100 awards, I wondered how they had achieved that success. This is why I ask in this interview…
Last week I really enjoy discovering The Manor House's latest acquisition the Baker’s Cottage (in Castle Combe village). Since then, I have learned a new term: self-contained house. Both Baker's Cottage and Mas Garriga are self-contained houses. Hotel Peralada Wine Spa &…
In the last five years, I saw at least 5 great initiatives at Burhill Group that can explain their latest success at the 22nd annual Sunday Times BDO Profit Track 100 awards. I appreciate especially these initiatives: Investing in…
Last year, was not an easy year for club managers to deliver the same level of customer experience as in a normal situation. People usually remember peak moments and pits during their stay in a golf resort or…
Now I see on my calendar that it has been 2 years since I gave a keynote presentation (customer experience as a differentiating factor) in Estoril at the 4th National Conference on Residential Tourism & Golf. Before I…
It is really surprising to find golf clubs in 2021 that are using the classic and outdated tee time booking method: telephone + paper + pen/pencil. In many cases I get answers to my question - why do…
Those golf clubs will be able to realize their customer experience strategy who invest in their employees and put them first. They will be able easier to retain their best talents too. By investing in employee experience (EX)…
We have long witnessed a battle in the hotel industry between hotels and OTAs. Some experts believe the Covid-19 crisis will lead to the victory of direct booking or at least a bigger share. I don't say we…
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 am happy to see that another golf club understood the importance of rethinking and redesigning the driving range experience available in their golf club. One of the customer experience trends that I am expecting in 2021 is…
I know many of you are finalizing or in the middle of the planning of your marketing strategy and activities right now for 2021. That’s why I was thinking about summarizing what golf club marketing trends I expect…
If you are following regularly the golf participation reports of the National Golf Foundation and KPMG you can see a stagnation in golf participation in the US since 2013. At the same time, the sport & entertainment industry…
I frequently read reports on digital transformation. The most recent report I read was Altimeter's The 2020 State of Digital Transformation. I found in this report that the TOP4 drivers of digital transformation are Increase productivity to streamline…