16th May 2024
With 45 million Americans playing golf, both on and off-course in 2023, the United States represents an attractive target market for global golf destinations. In his session during the 2024 European Tour Destinations Annual Conference, Vic Aliprando, Senior Vice President of the TPC Network, was joined by his colleague Alissa McCrandall, Senior Manager, TPC Passport, to present research on how best to target American golfers. “The US golf market is growing considerably each year. So, enticing golfers to travel further afield to experience courses, resorts and destinations in international locations is a substantial opportunity for venues across the Atlantic to take advantage of,” said Vic. “There’s also a further 22 million people who didn’t play golf in 2023, but said they would be interested. This latent demand, which has grown 45 per cent since 2019, suggests that the potential market is a sizeable figure.” The top-line of Vic and Alissa’s research, based on a survey of TPC Network venue members, suggests when golfers in the US are looking at travel options abroad, they’re primarily looking at venues offering the same quality that they are accustomed to on American soil. Vic explained: “First and foremost, Americans want their travel to be easy. They want all elements of their booking – and the respective costs – to be included as part of their booking. So, things like airport transfers, golf bags, any additional ground transportation, etc. are within the travel itinerary. “And, when it comes to their hotel, they want spacious rooms, superior comfort, and, above all, first-class service. They’re looking for that VIP treatment as well when it comes to their booked activities.” The TPC Network’s research helped define three consumer profiles: 1. Golf Buddy Trips “This group is likely to comprise low-handicap golfers, looking for a trip away with friends of a similar playing ability, seeking a destination with multiple courses in one area. “They want iconic golf courses or layouts with unique designs, by the sea, with exceptional vistas, anything ‘bucket-list’ worthy, they would be keen on. So, for ‘newer’ or emerging golf destinations, special packages could be a good way of attracting this group of golfer. “It is also important to get the ground transportation element right for these golfers. Having booked to play multiple courses, there is an expectation that transfers will be organised in advance – and already included in the price. “Finally, from an accommodation point of view, this type of golfer would opt for larger suites or even villas, which would allow them to increase the group size from maybe four to eight people.” 2. Golf as part of the trip experience “For this consumer group, they’re more likely to consist of couples, whereby the trip is more about the experiences that you can enjoy at the destination, of which golf is one. “These travellers would be looking for a destination that offers unique cultural experiences, where sightseeing, local excursions and traditional activities are of primary importance. Delectable post-round culinary options are also a