According to the latest statistics from organizations such as IAGTO (International Association of Golf Tour Operators), golf tour operators continue to be the main drivers of golf vacations worldwide.
Golf courses and hotels reported that, in 2014, at least 52% of their visitors were booked through golf tour operators. Furthermore, recent research conducted by Tom Cotter of Ulster University has raised this figure to 66% across the 47 resort-style golf courses on the island of Ireland.
Growth of Golf Tourism in Recent Years
The results of the second annual IAGTO survey confirm that 2014 marked the third consecutive year of growth in golf package sales through tour operators.
Sales growth through tour operators:
2012: 9.3%
2013: 11.1%
First Quarter of 2014: 14.5%
This latest increase is partly due to good results in summer golf destinations and an increase in advance bookings for the winter season.
Factors Driving the Growth of Golf Tourism
The British media outlet The Sun highlights that 2014 was another great year for the golf tourism industry. Among the factors that have favored this growth are:
A high level of satisfaction among traveling golfers.
Excellent value for money in golf destinations.
Notable growth in the participation of women in golf trips.
Results of the Latest IAGTO Survey
A recent IAGTO survey, conducted among 350 tour operators and corporate members (resorts, golf courses, and hotels), yielded the following data:
56% of respondents reported significant growth over the last three years.
66% of golf courses reported an increase in their sales.
70% of suppliers in sun destinations (Mediterranean Europe, the Caribbean, Asia, and North Africa) experienced considerable growth.
Between 33% and 39% of suppliers in the US and Northern Europe reported the same level of growth.
Importance of Sales Segmentation in Golf Resorts
The sales segmentation of each golf resort can vary depending on factors such as:
Geographical location.
Type of complex.
Business focus and property strategy.
Although the digital trend has transformed the tourism industry, golf tour operators continue to play a key role in B2B intermediation, providing reliability and loyalty to the sale of golf packages.
