Browsing Golf Industry NewsVIEW ALL

European Tour Destinations audit reveals new insights on golf membership trends

POSTED ON November 6, 2021 @ 10:31 am

Demand for golf has increased globally – and with it, membership. However, what members want has changed – and venues need to respond to earn loyalty and retain valuable customers for the long term.

That’s the view of European Tour Destinations, a network of 30 world class golf venues, revealed in a recent audit of golf membership.

The findings

The findings, published in a new multimedia feature Rethinking Membership, highlighted shifts in consumer behaviour and emerging trends, including:

  • 30% of venues increased annual fees between 10% and 20%
  • 78% of venues are planning capital investment in new amenities over the next 12 months
  • 50% of new golf members at Finca Cortesin and PGA Catalunya Golf and Wellness in Spain, and Quinta do Lago and Bom Sucesso in Portugal, are women

 
According to Luis Filipe, Corporate & Leisure Relations Director at Quinta do Lago, which now benefits from a raft of new sport and leisure amenities, there has been a fundamental shift in the Portuguese resort’s members: “The clientele now are younger and […] are valuing more their quality of life and the quality of family life.”

It’s a sentiment echoed by Golf Club St-Leon Rot’s General Manager, Eicko Schulz-Hanßen, who attributes the change to a desire to improve lifestyles, with “people building in activities on a daily and weekly basis to achieve a better work-life balance.”

The targeting of a younger membership demographic is – and has been – a growing at Linna Golf, Finland. Its CEO, Esa Honkalehto, explains: “Of the 100 new members who have recently joined, approximately 60 are young people […] born in the 1990s. They are more regular players, […] keen to participate in the numerous events and competitions we have organised. These young members have brought a spirit [to the club] – and it is very different to what it was.”

Commenting on the survey findings outlined in the Rethinking Membership feature, Head of European Tour Destinations, Ian Knox, concluded: “There’s no doubt destinations are having to rethink membership. With people now wanting to play at different times, looking for different amenities from the club and opportunities for their families to come along, the main challenge for general managers going forward is to understand the membership base and what they are looking for, and adapt to the new and different needs of customers.”

For more information about European Tour Destinations, visit: www.europeantourdestinations.com

Related Articles:

Comments are closed.


CLICK HERE TO Sign Up for the GIC Newsletter for all the latest Industry News.

Golf Recruitment Central Golf Marketing Central Live 4 Golf

Dates Set for CMAA World Conference and Club Business Expo

The Club Management Association of America’s (CMAA) World...

The Queensland golf industry the big winner at awards night

The Queensland Golf Industry Awards night was the...

Greg Norman named CEO of LIV Golf Investments

Former world #1 and World Golf Hall of...

Several big golf companies to skip the 2022 PGA Merchandise Show

The PGA of America and PGA Golf Exhibitions on Thursday jointly announced a list of companies planning to attend the 2022 PGA...

WPGA announces Drummond Golf Melbourne International at Latrobe Golf Club

WPGA Tour CEO Karen Lunn today announced a new event on the 2022 WPGA Tour of Australasia, The Melbourne International, to be...

epar: Climate Clarity - Carbon and Net Zero Intelligence for epar customers

With more companies making climate and sustainability commitments it is getting harder to tell the difference and evaluate the leaders from the laggards....

Greg Norman named CEO of LIV Golf Investments

Former world #1 and World Golf Hall of Fame member, Greg Norman, has today been announced as CEO of a newly formed...

Looking outside of golf to innovate the game: The ModGolf Podcast with Arjun Chowdri

“There are a lot of technologies, services and innovations in other sectors that can really help the golf industry....

Gary Player Design Launches Global Strategic Alliance with Nicklaus Design

Golfing legend and designer of over 135 courses around the world, Gary Player, has enlisted the world’s leading course...

ASIA: New Faldo Course in Vietnam breaks ground

Ground has been broken on the Silk Path Dong Trieu Golf Course, Sir Nick Faldo’s latest Signature masterpiece and...

ASIA: Ba Na Hills Wins Vietnam's & Asia's Best Golf Course for 5th consecutive year

Ba Na Hills Golf Club in Da Nang, Vietnam is proud to once again be recognised as the “Best...

Understanding Club Culture: Zapped - By Gregg Patterson

gregg pattersson

The President speaks.  “We’re going in a different direction——–and it’s time for a change.” And with that the manager...

epar: Climate Clarity - Carbon and Net Zero Intelligence for epar customers

With more companies making climate and sustainability commitments it is getting harder to tell the difference and evaluate the leaders...