Golf tourism increases by 20%. Data and trends

Golf is a strategic tourism segment in Spain. Our coastline has autonomous communities that include this sector of sports and family tourism in their action plans, with the sole objective of deseasonalizing the “Sun and Beach” trend.

Proof of this can be seen in communities like Andalusia, which generates a total of 450,000 golf-loving tourists a year, with a revenue of 700 million euros.

80% of these clients who book their golf vacations do so through Tour Operators specialized in this segment. According to data provided by IAGTO, golf tourism has grown by 20% compared to the previous two years, and among the destinations with the most demand, Spain remains the best positioned compared to its competitors.

Although intermediation remains a very important pillar in this segment, the reports offered by entities such as IAGTO, NGF, HSBC GOLF, KPMG GOLF portray the profile and behavior of current golf vacation buyers around the world. The study of these trends will help us plan new marketing strategies, adapted marketing plans, and “tailor-made” products for an increasingly important market niche.

These are the data and trends of “Golf Tourism” buyers in the world:

Ranking of golf destinations with the highest demand.

1. TOP TEN GOLF DESTINATIONS (Antonio Gómez Cava)
2. IAGTO (International Association of Golf Tour Operators) estimates that golfers spend 120% more than other travelers.
3. Global golf vacation sales grew by an average of 9.3%
4. Duration of golf vacations:
   
   • Between 4 and 7 nights
   • Average share of 56% of total bookings
5. 40% of golf tourism bookings are concentrated in groups of 8 to 12 people.
6. 46% of real estate professionals state that the golf product increases the value of their property by 20%.
7. The percentage of tourist demand evolves with the following percentages surveyed by large operators:
8. INCREASE OF 54%
9. DECREASE OF 38%
10. REMAINS STABLE AT 8%

Determining factors in the purchase of golf trips:

1. The price of the tourist package.
2. Quality of the golf courses
3. Accessibility to them
4. Quality of accommodation
5. Climate
6. Offer of golf courses
7. Offer of extra entertainment and sports:
   
   • Social life
   • Nightlife
8. Golf tradition and culture in the destination.

Golf Trip Booking Channel:

1. 21% travel offices and agencies.
2. 39% Email – Internet
3. 40% Telephone

Profile of the Golf Tourism consumer client:

1. 80% repeat the same golf vacation destination.
2. 77% give importance in their golf vacations to the variety of activities offered by the resort.
3. 57% prefer to stay in recognized Hotel Chains.
4. 73% organize their golf vacations with their family.
5. 70% prefer to stay in “Golf family friendly” destinations.
6. 63% choose to organize their golf trips more with family than the trend 5 years ago.

Golf vacation booking methods and trends:

1. 86% look for accommodation and golf packages online.
2. 81% prefer to search for accommodation and golf packages online rather than calling the Resort.
3. 79% search multiple destinations on the web before making their reservation.
4. 68% state that specialized magazines inspire new trends and golf trips.
5. 52% recognize the benefits of obtaining content and information about the golf destination on mobile devices, iPads, iPhones, etc…

A complete portrait of the tastes, trends, and preferences of our clients. In a tourist world with a constant increase in demand, with a growing weight in the national GDP (Gross Domestic Product), and with an increasingly developed communication industry, it is mandatory to analyze the changing trends of our consumers. In addition, the use of “Big Data” techniques is essential in an increasingly professionalized and globalized industry.