It goes without saying that this question is somewhat long overdue, but after analyzing the number of online portals that sell green fees, it is still surprising that this medium has not yet achieved the expected prominence in the income statements of golf courses.
After speaking with numerous golf course managers and commercial directors, I have come to the conclusion that there is still a great reluctance to include these points of sale in the great virtual showcase.
Why this resistance to online sales?
Although the relevance of this tool depends on the idiosyncrasy of each club, whether social or commercial, the reality is that approximately 40% of sales are still made through intermediaries, agencies, or tour operators.
The sale of products and services online is a relatively recent phenomenon. Until recently, there was no possibility of buying “live” and “instantly.” However, this sales method developed with great ease in the hotel and airline industries.
Why in these sectors and not in golf?
Perhaps because from the beginning these industries adapted their business models to the needs of their consumers. Or perhaps because they firmly committed to this sales method and had professionals who knew how to implement it successfully.
What happens with the online golf industry?
Although the sector is still in a process of development and transformation, there is still a long way to go. Without delving into more complex analyses, these are some of the reasons for the slow progress of this sales channel in the golf world:
Fear of revenue loss on the part of managers.
Lack of training on the use of these tools in management teams.
Shortage of specialized professionals in the online golf sector.
Lack of professional categories 100% dedicated to tracking and generating online revenue.
Low user confidence in electronic media.
Lack of training strategies in online sales.
Uncertainty in price management, which generates the dreaded lack of tariff control.
Low investment in development and technology within the sector.
Each of these points could give rise to a deeper debate, but extending this article too much is not my objective. The important thing is that without identifying the causes of this stagnation, it will be difficult to develop solutions to reverse it.
I hope that not too much time is wasted before implementing practical and effective actions that encourage this constantly growing sales channel.
