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:

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

Nudgee Golf Club is Queensland PGA’s new home

The recently re-designed Nudgee Golf Club will appear...

Troon Management

TROON Agronomy: Offering More, For Less

  Interview with David Lunardelli Director of Agronomy...

shanx minigolf

MINI GOLF : Does it actually change your facility?

These words are always in there. FAMILY FRIENDLY,...

Australian Golf Foundation launches junior girls scholarships

The Australian Golf Foundation, in association with Golf Australia, is delighted to present the Australian Golf Foundation (AGF) Junior Girls Scholarship program...

JOB: Head Greenkeeper – Golf Central BNE

Golf Central BNE

About Golf Central 17ha golf entertainment facility located at the entry to Brisbane Airport. A key attribute of Golf Central is the...

Cemetery for Wallacia Golf Course gets green light

Wallencia golf course

An independent planning panel has followed in the footsteps of the Land & Environment Court (Court), approving a contentious cemetery for Wallacia...

'Significant' Indigenous sites where Greg Norman-designed shark-shaped golf course is planned

A golf course in the shape of a great white shark, to be designed by champion golfer Greg Norman, is planned on...

TROON appoints Aussie Clinton Southorn as Director of Construction & Agronomy

troon appointment

Troon’s latest appointment emphasises the wonderful growth opportunities that are available to golf  industry professionals worldwide, with many recent...

PGA TOUR eyes global growth in 2022 and beyond

The PGA TOUR’s 2020-21 season will go down as one of its most memorable yet. But if Commissioner Jay...

Early insights highlight changing Asian playing habits

Innovative research on Asian golf Early insights from a pioneering study on Asian golf depict an industry and a...

Hanse’s Lido Homage Grand Opening Set for Early 2022

Members of the new Ban Rakat Club, home to the Gil Hanse-designed Ballyshear Links, endured an exquisite form of...

epar: New Sex Discrimination and Fair Work Laws

The Sex Discrimination and Fair Work (Respect at Work) Amendment Act 2021 (Act) received Royal Assent on 10 September...

PGA and adidas launch apparel recycling initiative

In partnership with adidas’ sustainability mission, the current apparel worn by the PGA of Australia staff will be recycled...