Browsing Mikes Space ArticlesVIEW ALL

Looking for family values: Happy child = Happy wife = Happy me!

POSTED ON January 8, 2019 @ 7:00 am

I’m constantly on the look out for various ways to improve golf operations for my clients, so I tend to look outside to other service industries to find inspiration. The hotel, airline, and car hire industries have it down to a science on how to generally market to get our business. I’m someone who is always budget conscious and will just look for the best price available, but that is now changing. After several overseas trips at the end of last year with my wife and two-year-old son, there were some simple observations that would have made our trip so much more enjoyable and easier (like leaving the kid at home!). If these international service providers would really focus more on family travel, they would easily make me a loyal follower of any one of these companies. (Happy child = Happy wife = Happy me!) If the family unit was more catered for by any of the major airlines, especially during long-haul flights, they would pick up a pretty large market share of the users.

One service highlight that blew us away was from AVIS car rental. We were heading into Los Angeles airport early one morning to catch our 8am flight. If you have been to LAX, you understand how long things can take and the need to get there at least two hours early. When we pulled up to check in the car, half asleep and on a cold winter morning, the AVIS service staff saw we had a lot of luggage including a pram, a car seat, and a sleepy child. It was 5:30am and they said they would personally drop us off at the terminal entrance in the car. They were happy to save us the hassle of taking the luggage out of the car, onto the bus and then unload all over again. We gladly took the offer up. I asked them if this was a standard service offer, which they said it was not. It was only offered during slow times. Lucky for us, it was a slow time. If this was a standard offer by any car hire company I am certain they would capture a big part of the family travel business even at a higher average rate to cover any additional costs. What a missed opportunity for AVIS or any other supplier.

It has made me start thinking about catering to families and how this “family values” philosophy would impact golf if applied to our golf clubs around the nation. Would we start retaining some greater loyalty of membership by looking at things through a different set of eyes? A big reason members are leaving clubs is because they don’t have as much time nowadays to play, since both parents are an integral part to raising children. So why don’t we manage to give then some of their time back by offering some basic services that would fill this need? Surely this would result in greater member loyalty.

With our members having more and more family commitments to contend with, what if we all started to offer some of these little extras that were solely focused on a family’s perspective?

Jetstar could have won more of my business if the staff, or the procedures the staff follow, would have put a priority on strollers/prams. When returning a stroller or pram at the oversize luggage terminal on arrival  you think they would get them out to the parents whose kids are running around or falling asleep at the terminal. Instead, all the surfboards and other luggage came out first. If this sounds like whinging, I am. We had just finished a 10-hour flight with a two-year-old who only slept briefly during a 20-hour trip.

So the moral of the story is – try looking through the eyes of your family members. Find a spot somewhere at the club to put up a small playground, like how they do at McDonalds. Parents would love the break of the kid playing while they enjoy a coffee and breakfast. Hold family movie nights where the kids watch a movie and mum and dad have dinner. A night-care facility would go over very well since us parents don’t get out for dinner much anymore!

We get trained to seek the cheapest deal, but we often get the cheapest service in return. A little extra service made me a RAVING FANS of AVIS. Now go and make your members and guests RAVING FANS of yours. For your golf marketing and sales training support go to: http://www.golfmarketingcentral.com.au/

Comments are closed.


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

Grow the Game Central Golf Recruitment Central Golf Marketing Central

Maximise your sales: The New Pro-Shop Solution App...

Manage your Pro Shop like a Pro: ProShop...

Cybercrime – Is your golf business insured?...

New technology, new business practice The internet and...

The Royal Sydney Golf Club to Implement New Championship Cou...

The Royal Sydney Golf Club is pleased to...

SEEK: General Manager – Toowoomba Golf Club Middle Ridge (Q...

The position of General Manager reports to a Board of Directors and is responsible for the overall delivery of the Club’s strategic...

New Zealand Golf’s Sustainability Pledge...

The golf bodies of New Zealand have today announced their unified support for a new national initiative that will drive the sport’s...

New Zealand Golf switches sides in Chamberlain Park golf course s...

The governing body of golf in New Zealand now opposes the redevelopment of an Auckland golf course, despite supporting earlier plans. A business case...

New Zealand Manager appointments announced...

GMANZ would like to congratulate the following recently appointed managers. Richard Nauck – General Manager Titirangi Golf Club Matthew Owen General Manager...

Tiger Woods to go head to head with Rory McIlroy, Jason Day and H...

GOLFTV powered by PGA TOUR has today announced an upcoming high-profile, live competition featuring global golf icon Tiger Woods. The Challenge:...

New golf travel show Let’s Play Thru launches this week...

Let’s Play Thru is an action-packed golf travel series showcasing world class golf destinations and the craft food and...

Golfasian & Go Golfing Establish Historic Partnership...

Golfasian, Asia’s largest golf tour operator, has established a historic partnership with Go Golfing. For the first time in...

Hills Golf Academy, President Golf School & Henry Griffitts ...

The Hills Golf Academy has launched Indonesia’s very first golf academy for boarding students, in association with the President...

Superstar panel to entertain at the Schweppes National Conference...

As part of the 2019 GMA National Conference, the Schweppes Dinner will be held on Tuesday 8th October in...

International Recognition for Strathfield GC with award for Clubh...

The American Golf Inc Magazine announced this week that Strathfield Golf Course has been nominated third place in the...