Andrew Stanley
Give us your assessment of the golf travel market’s performance in the past year?
The market has become tougher and margins have been squeezed. Currency exchange rates have settled but still are a major concern. The market has become more price sensitive. Spain and Portugal both dropped their prices to stimulate demand, followed by France and latterly Ireland.
What have been the consequences of all this?
There’s been a market shakeout of golf travel companies with the strong companies becoming stronger and the weak becoming weaker. While choice is always a good thing for customers, what we are seeing now is a greater focus on service and value, which also benefits the customer.
What countries are the most popular currently?
The UK is still our number one market, both by volume and price. Interestingly, Wales, which is hosting the Ryder Cup, has had a very strong year driven by some high profile marketing. Spain and Portugal have been strong for us, although this may not be reflected in the wider market. France has also bounced back for us after a quiet year in 2009.
What about the emerging markets?
There is very strong demand for Turkey – we are 50% up year-on-year for Turkey. One of the attractions, besides the great quality courses and climate, are the all-inclusive hotel packages, which are appealing in a price sensitive market, as people know exactly what they are paying.
What about Asia – there is a lot of interest in the region?
Inbound and outbound, Asia is a tough nut to crack. Tour operators need to ask, ‘Are we selling golf holidays, or holidays with golf?’
What is the business outlook for 2011 and beyond?
I think the next couple of years will remain tough for the market as a whole and a number of golf travel companies will get caught out. Also, many resorts and hotels will still be too focused on the leisure and corporate market, which will continue to be tough because customers are holding back. This will put pressure on them to achieve their figures and encourage them to use distribution channels such as fully bonded Tour Operators. Proactivity is the key.
Are you optimistic or pessimistic about the future?
Despite the economic uncertainty, I believe the outlook is extremely positive. Golfers have shown they want their fix of golf and are willing to travel. Golfbreaks.com is predicting double-digit growth this year.
What about the golf travel market as a whole – will it continue to grow?
Yes, I do believe the market will continue to grow. Take the UK for example, the largest golf market in Europe with four million golfers. We are booking golf breaks for 150,000 golfers, so we still have a long way to go. Golfers here and in the major golf travel markets of Scandinavia and Germany still want their golf travel fix and winter sun, so the potential is all there.
However, the golf travel market – venues and golf travel companies – needs to get itself up-to-date and use the latest marketing strategies and techniques. Most importantly of all, though, the market needs to offer the customer value, service and choice.
