Golf Passport expands into loyalty market

Since 2002, Golf Passport has enabled people to play golf at a variety of courses, which in turn has provided a wide range of benefits to associated golf clubs.

For the first 12 years Golf Passport was produced as a voucher book. In 2015, Golf Rewards was formed in order for Golf Passport to develop as a digital program, primarily for the benefit of corporate clients and marketing partners.

Now, Golf Rewards has developed an exciting new program especially for the loyalty market, giving clients the opportunity to leverage the relationship Golf Passport has with the golf clubs to increase member experiences and build brand loyalty.

For this loyalty program, Golf Passport will effectively provide a centralised source of information that clients will be able to customise to suit their needs, including branding and colours among other things.

The program can be customised to suit most organisations, with great interest coming from large membership-based entities, including sporting clubs looking for ways to add value to their existing membership offering.

This new scheme can assist clubs with renewals, give potential members another reason for joining, or provide an opportunity to reactivate lapsed and past members.

Once the golf website is set up, the program works seamlessly as part of the overall loyalty program. With most of the work done behind the scenes by Golf Passport, including the interface with the golf clubs, no strain is added to the organisation’s existing resources.

Golf Rewards Managing Director Jack Naden said: “Golf Passport has always been about increasing participation in golf, and this development is another important step in that direction. It makes good marketing sense for our clients and brings more business to our associated golf clubs so everyone wins.”

Since its humble beginnings in 2002, when the program included just 35 clubs in Queensland, Golf Passport now has a relationship with over 200 golf clubs throughout Australia, mainly private clubs and championship courses.

Generating more than $4 million in revenue for golf clubs last year, Golf Passport is designed to increase course yield by converting unused tee times into green fee revenue without interfering with member play and other course commitments.

A unique feature of the Golf Passport, including the new loyalty program, has always been the way it’s been marketed; with protection of the golf club integrity and brand being an imperative part.