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

Greg Norman Partners with American Australian Association to...

Shark Shootout Charities and Presidents Cup International Team...

New Epar Connect Lite – now affordable for small and regio...

Designed to kick start your EHS governance Earlier...

Golf Surprize rewards golfers for taking ACTIONS that increase cl...

Golf Surprize was launched in 2018 and has one specific mission – Reward golfers for taking ‘ACTIONS’ that increase club revenue. You...

New state of the art kiwi hatching facility opens at Wairakei Gol...

A new state-of-the-art kiwi-hatching facility, opening today, will dramatically ramp up kiwi numbers in the fight to save the birds from extinction....

SEEK: Golf Club Fitting Technician – Leadership – (Ti...

    Experienced golf club fitting technician   Leadership focus with professional and elite amateur players Melbourne based with regular travel   Our...

2020 Whole of Golf Conference – Keynote Speakers announced...

The New Zealand Golf Industry Council(NZGIC) is holding its inaugural Conference and Trade Show at the Ellerslie Event Centre, Auckland from Monday...

Greg Norman Partners with American Australian Association to Laun...

Shark Shootout Charities and Presidents Cup International Team Pledge $500,000 West Palm Beach, Fla. (January 14, 2020) – Greg Norman announced a...

Two in five golfers play MORE golf after a hip operation...

Two in five golfers play more golf after undergoing joint replacements and almost 90 per cent continue to play...

Ba Na Hills Golf Club, Vietnam – Golf Digest World’s ...

Da Nang, Vietnam, January 15th, 2020: Ba Na Hills Golf Club has made its debut at 89 in Golf...

Asian Summit Focus on Growing Golf Participation...

Growing Golf Participation will be the theme of the Asian Golf Industry Federation’s (AGIF) first Club Management Mini Summit...

New state of the art kiwi hatching facility opens at Wairakei Gol...

A new state-of-the-art kiwi-hatching facility, opening today, will dramatically ramp up kiwi numbers in the fight to save the...

Sonia Kruger defects from Nine to Seven to host mini-golf show, A...

Sonia Kruger’s defection from the Nine Network to her former employer the Seven Network is complete with the latter...