In a new feature by European Tour Destinations, Digital Marketing Trends 2024, key personnel at the European Tour Group and international real estate agents, Fine & Country, pinpointed personalisation, social media stories and immersive experiences as the trends that would help venues enhance customer interactions, increase sales and achieve a greater return on investment (ROI) for the year ahead. “In an ever-changing digital landscape, it is important for golf destinations to use all of the tools at their disposal to stay at the forefront of golfers’ minds when they make their travel decisions,” said Head of European Tour Destinations, Ian Knox. “Simply profiling your audience to deliver bespoke content is no longer enough. In the golf tourism industry, identifying who your audiences are is important, but in 2024, going beyond the demographics will prove vital. “At a time when it has become increasingly challenging to remain in the spotlight, golf destinations, including our member venues, should incorporate personalised experiences, engaging social content and immersive campaigns into their marketing strategies for 2024.” The European Tour Destinations multi-media feature delves deeper into the three major trends and shares examples of how golf destinations could implement these to evolve their customer interactions and increase their ROI. As a member of the European Tour Destinations network, venues can gain exclusive access to the skills, knowledge and expertise of leading figureheads within the European Tour Group, its associates, such as Fine & Country, as well as key industry leaders from diverse sectors. To read the full feature, click here.

Comprising keynote presentations, workshops and breakout sessions, the conference enabled network venues to gain valuable insights from leading industry experts, such as Andy Brown, Senior Manager for Global Business Development and Relationships at Toro, who discussed the growing importance of adopting sustainable practices within the golf sector, and Simon Wordsworth, Founder of 59club, leading customer service analysts and training providers, who demonstrated the power of delivering quality customer service. Chris Bertram, Editor of Golf World Top 100 Courses and Resorts, explained how he constructed the title’s influential rankings and how venues could improve their position, while Pansy Gonsalvez and Ian Brennan, from Dubai Golf, spoke about the benefits of hosting tournaments, with all three European Tour Destinations venues in the United Arab Emirates – Dubai Creek, Emirates Golf Club and Jumeirah Golf Estates – set to receive DP World Tour events during the 2024 season. Commenting on this year’s conference, Ian Knox, Head of European Tour Destinations, said: “Providing such a platform where our network members can gain access to key industry leaders, have valuable 1:1 time with them and discuss pertinent topics specifically impacting their venue is a primary asset our members have commented on time and again.” First-time attendee Ian Brennan, Golf Services Manager at Emirates Golf Club, part of Dubai Golf and a European Tour Destination, said: “I’ve taken a lot from the event, especially from the guest speakers, and will be sure to put my additional knowledge into practice back in Dubai. “Having the opportunity to meet the rest of the network venues in person and share best practices was very beneficial.” Ian Knox added: “This year’s Conference was held the same week as our Invitational, where member venues and their guests took to The Bay Course and International Olympic Academy Golf Course in a keenly contested event, which was ultimately won by Golf Son Muntaner, part of Arabella Golf Mallorca. “With four exemplary golf courses and four five-star hotels, Costa Navarino was able to showcase its world-class service and amenities, and we’re grateful to David Ashington and his team for their wonderful hospitality.” To watch our recap of the 2023 European Tour Destinations Conference, head to our LinkedIn.