Long gone are the days when golf resorts were just a place to play a round of golf.
The key to running a successful golf resort is to make the most of the building, grounds and amenities available and to capitalise on these by offering services and facilities in high demand.
1. Weddings, events, functions and conferences
Golf resorts are an increasingly popular venue choice for many couples due to the convenience of onsite accommodation, catering options and stunning greenery which make the perfect back drop for any wedding.
In line with this, golf resorts are perfectly suited for birthday celebrations, Christmas parties, baby showers and corporate functions as well as business conferences and meeting room hire.
Opening up the business to host functions and weddings can bring in a huge revenue stream to the resort as well as being a great opportunity for repeat business from guests and people attending functions who enjoy their visit.
2. Restaurants, bars and catering
Dependent on the facilities already available – the restaurants and bar area at a golf resort are a great way to increase profits within the already established business.
Offering specialties or set menus for occasions such as mothering Sunday, valentine’s day, Easter Sunday, father’s day, Guy Fawkes night and bank holidays is a great way to entice more diners to the restaurants.
Things such as themed afternoon teas and brunches are very popular for groups to attend. Being able to cater for special diets such as vegetarian, vegan and offering a good children’s menu is also a great way to draw in new patrons.
With a well-run restaurant and bar there is so much opportunity for ‘quick wins’ that will delight customers and bring in extra income. Seasonal extras like specialty hot chocolates or mulled cider in the winter and BBQ style food with fun cocktails in the summer are just a small example of ways to increase profits with minimal outlay.
3. Extra facilities and activities
If a golf resort has facilities such as a swimming pool or a gym – these can be expensive to run and maintain so drawing in extra revenue from these is a great business strategy. If suitable – some golf resorts allow their pool to be used for children’s swimming lessons on certain days and times so as not to disturb members who wish to use it. A gym can bring in fees from monthly memberships as well as personal training and studio rooms for exercise classes allows for additional ad hoc income whilst keeping up with the latest fitness class trends.
With extensive acres of land around the main building, golf resorts most untapped resource for maximising revenue is the grounds themselves. Yes of course golf should remain the central focus but there are so many sporting additions available that could be worth investing in. Bowls, croquet, archery and clay pigeon shooting are just a few examples of activities that prove very popular for group bookings.
4. Spa, wellness and beauty
A golf resort with spa facilities has a great opportunity to encourage customers to make the most of their getaway by treating themselves to a relaxing spa session. Pampering treatments such as massages, facials and body scrubs are very popular and spa days are always in high demand for groups or couples looking to unwind.
Within the same facilities there is the chance to offer treatments that are carried out usually at a beauty salon. Manicures, pedicures, eyelash and brow treatments, tanning and waxing are a great way to make the most of the spa facilities and trained beauticians.
It’s always worth noting any demand for a certain type of or new treatment as the industry changes with the times and offering something not yet available nearby can give a resort the edge over local competitors.
An all-encompassing golf resort is a never ending opportunity to ‘upsell’ to customers and to offer package breaks and golf holidays across the range of facilities.
Also by providing these all in one offers – customers feel like not only they are getting a good deal but they are happy to know that everything they want is included in one purchase.
Spa and stay packages including overnight accommodation, dinner, breakfast, access to the spa and a treatment of their choice is a popular example for both couples and groups of friends.
Golf and stay packages comprising of overnight accommodation, 1-2 rounds of golf, dinner, breakfast and access to the gym and pool facilities is just one example of the many golf based packages that can attract customers.
Don’t forget to spread the word!
A critical mistake commonly made by golf resorts is failing to properly advertise these amazing offers and services so do all you can to reach your target audience.
- Facebook – utilise this resource as much as possible. It’s free and has great potential to reach new potential customers. Post regular updates, photos, information on latest offers or competitions that encourage people to share and tag in friends which in turn will increase followers.
- Have an offers page on the website that is easy to find and kept up to date with the latest breaks, packages, discounts and offers across all resort facilities.
- Print outs or advertising within the resort allows people that already visit to be enticed by a great offer or chance to use a yet undiscovered part of the club. Someone visiting for lunch one day might see a leaflet for a great priced spa day or maybe they know someone getting married and pass on the information to them.