Many properties and entities are realizing the power of golf as a de-seasonalizing element for their hotel businesses. Especially when, in times of crisis, not all commercial actions can focus on a single market niche, but rather it is necessary to opt for other business sources to cover the less fruitful dates of each hotel or resort.

The “core business” of many hotels in our region continues to be the sun, the beach, and the climate. This is an essential and necessary draw for their regular clients, especially during high season periods, whether for the domestic or international market.

But what happens in the low season? Although most of these hotel chains choose to launch promotions for these specific dates in their management accounts, many others realize that with the massive competition they find in the market, launching sporadic promotions will not be enough to achieve the occupancy rates and revenues in their budgets.

This is where some managers point out the importance of the golf segment in their commercial and marketing action plans, as there is a very powerful and solvent niche in the international market to boost their income statements during low season periods.

Where do you think clients from Central and Northern Europe stay when their golf courses are closed due to weather conditions?

The golf tourist is a “short-stay” traveler, staying for about a week, has high purchasing power, and values aspects such as gastronomy, culture, and heritage. They generally look for hotels and resorts that are located near golf courses to use their facilities—an essential condition to enjoy their winter vacations—as well as a relevant gastronomic and leisure offering.

There are many European operators we can find in the market offering our destination. The question is knowing why they choose certain resorts from our national offer and not others. The answer lies in knowing what type of action plan the commercial director of the hotel or course has made, whether they have taken the golf market niche into account, and whether they have relied on professionals from the golf tourism world with the experience and contacts to open the doors to the major intermediaries specializing in this vacation segment.

The industry can continue to grow if businesses adapt to these new demands and rely on the right industry professionals.