James Shippey

Managing Director of Absolute GolfServices

Attracting Golf Tourism

Attracting GolfTourismAttract | Manage | Develop | Repeat

Introduction

•A little about me………...

•A PGA professional with over 20 years operational management experience fromGolf Coach – General Manager toManaging Director ofAGS

•I'm highly focused on the development of people and delivering the very best member/guest experience that drive facility reputation and bottomline revenues

•I’m Passionate about Golf, Agronomy, most sports, personal development, fitness and family

AGENDA

Attracting them

Once you have them

Development Areas

Repeatbusiness

Q&ASession

• Today we will highlight the important factorsthat need to be addressed when moving intoand developing the tourismsector.

• Attracting tourist golfers to new destinations is not easy, understanding the key areas to develop to ensure once they do visit they leave with great impressions, that will help ensure long term success and deliver operational stability from the critically important tourist golfer, along with driving the incremental revenues that can be enjoyed from this marketsegment.

Sharpen theAxe“or your bed knifes, reels anddeliver operational excellence…”

Before you start attracting and retaining overseas clients, youmust make sure that your golf course is in pristine condition, from tee to green and your team are totally guest focused to deliver the WOW experience and understand “WHY”

What is the Why?....

BEPREPARED…

Where wouldyou rather play?

Where wouldyou rather play?

Where wouldyou rather eat?

Where wouldyou rather eat?

Attracting Them..Managing your website,social media and PR,WHY?

- To build awareness

- To help your clientsmake decisions

- To show your uniquepersonality

- To engage directly with clients

- To manage costs – Social media is not as expensiveas you may think....

Attracting Them…“Create your networkofpartners”

- Work with domesticand international and golf agent

- Work with key hospitality businesses, e.g. Airlines, hotels, other golf clubs close by (createpackages)

Attracting them…Corporate Days and Events

- To build awareness inspecific markets, Banks, Car manufacturers, Airlines,build your target clientprofile

- Create “Word of Mouth” be the venue people talk about –whether it’s golf, F&B or your unique experience.

“Make all your customers your sales team”

Once you have them….Driving Incremental Revenues –Upselling

• F&B• That extra beer, coffee or dessert

• Retail• Create great pro shopbranded

merchandise, sounds simple, manypeopleget this wrong

• Golf Lessons• Use your Golf Pro as a key salesperson,

whether its lessons ormaybe evenupselling equipment during lessons.Domestically, develop new golfers, theyallneed equipment. Fun initiatives, suchas“learn golf ina week”

• Spa or Leisure• If you have other facilities at your club,

offer packages “Unique ExperiencesSell”

DEVELOPMENTAREAS

• Service levels expected from theinternational golfer

• Caddies where appropriate, well trained,great uniforms “SocialMedia opportunity”

• Hospitality mindset, easy cheats, checkout 5star international hotel chains, seewhat they do….

• International touches to F&B, whilst keepingyour cultural flavour

• Create authentic Philippines experiences atyour club unique to your location, don’t beafraid to be different..

• Once they leave the journey isn’t over..

• Data capture is a“MUST”• at booking, feedback forms, free draw’s

etc.

• Thank people for the visit, ask for feedback - What did you like? What can we do better?

• Send a follow up email to all your guests, you'd be surprised how few clubs say “thank you” it drives loyalty

• Be proactive, engage and interactwith your clients, oldand new..

• It drives revenues and profit

Repeat Business

SAMPLE & CASESTUDYNIKANTI Golf Club

Nikanti Golf Club offers

unique concept, 666 with

all-inclusive golf

experience –Asian first,

with 75% Tourist golfer

business, high yielding

rates and highincremental

spend $$$$$

International touches

to F&B, whilstkeeping

your cultural flavor

• Great well trained Caddies, smart eye catching uniforms,social media magic…

• Your team musthave Hospitality mindset, engage with your guests, I guarantee they will spendmore….

Invest in greatproducts for your Proshop, tourists spend, if your branded merchandiseis attractive, it will sell, it’s also free marketing..

“Make your guestsyour S&M Team”

SAMPLE & CASESTUDY

Thana City CountryClub

Thana City CountryClub adopted the concept that the course is designed by Greg Norman – The Great White Shark, to implement “TheShark” throughout the golf club

Thana City Country Club “Shark Bite” concept for holes 16, 17 & 18

Thana City Country Club provides stay & play packages, working with the hotel, both within the property and hotels within the area – they can sell your golfcourse..

Attending Golf Expo’swith attractive packages, and working directly with golf agents – be proactive,don’t wait for golfers to hear about you, go and get them..

From Corporate Golf Day’s, product launches to hosting golf events and even more fun events, suchasFootgolf… thesedrive Incremental revenues through your F&B department

Work with media influencers, bloggers to present the experience at the club and

share your story

We all spend so much time

watching video’s on social

media, so doyour clients

You can manage your

clients’ expectation via

social media.

When golfers wear branded club apparel

collections

When golfers have a hole-in-one, tell the world!

Involve clients in social media posts

When you do things right, you will be rewarded –

Awards follow, more importantly, so does PROFIT…

Absolute Golf ServicesOffices

Absolute Group

India Office

ABSOLUTE GOLFSERVICES

Absolute Group

Vietnam Office

ABSOLUTE GOLF SERVICES CO.,LTD

1091/343 4th Floor, New PhetchaburiRoad,

Makkasan, Rajthevee, Bangkok 10400

E: info@absolutegolfservices.com

www.absolutegolfservices.com

ABSOLUTE HOTEL SERVICESINDIA

ABSOLUTE HOTEL SERVICESVIETNAM