What separates a good experience from a great one on a golf course, at a tournament or on a golf trip?
“It comes down to those touchpoints that move experiences towards emotion,” says Richard Payne, Director of Commercial Strategy and Golf at Levy. “It’s anticipating what your customer or guest wants before they even know they want it.”
In our latest video, Richard breaks down the small, high-impact tweaks that clubs and resorts can make to deliver exceptional experiences – and drive loyalty and revenue. He explains the importance of:
- Making every guest feel like a VIP
- Identifying the ‘emotional’ touchpoints
- Using technology to optimise the opportunities
From first click to first tee
“An ‘exceptional experience’ at any sporting event really comes down to those touchpoints, those moments that move experience through to emotion,” said Payne.
“When a customer thinks of going for a sports experience, their journey starts from the moment you first engage with that person. That’s why the digital journey and the communication you use leading up are so important.
“It’s about understanding who that person is, and ensuring a seamless experience all before they set foot on the property.
“And then when they arrive, you want them to know exactly the type of place they’ve come to. Having your brand prominent on arrival, like the feeling you get walking into Wimbledon or the BMW PGA Championship. That’s something that really resonates with people.
“Then, it’s about optimising all those small touchpoints that make a difference. Things like providing a guest with X on arrival, or having a little cool station with pick ‘n’ mix sweets.
“When you’re talking about an experience, you’re potentially engaging with someone for 9 or 10 hours, and you’ve got to keep them engaged at every moment throughout that day.”
“Golf resorts are the lifeblood of a golfer’s journey and the enjoyment of the sport. It’s that feeling, the emotion of belonging at the resort, of knowing the resort values you as an individual. They know that you’re in a group and they value that your group wants to have a great time.”
How technology makes it effortless
“Again, it comes back to those touchpoints,” Payne continued.
Making sure you know exactly what your guest wants at every stage of their journey. That’s where AI becomes an incredibly useful tool, providing you with guest data to personalise their experience.
“You know exactly when they’ll arrive because they’ve downloaded your app, so you can have a member of staff waiting to greet them with a drink. On the course, you know what hole they’re on and have a beer or a bacon sandwich waiting.
“It’s about understanding what they want before they’ve asked for it. It’s frictionless, it’s effortless. And this is where technology can really make a difference, and golf resorts should be taking advantage of these opportunities.”
Ready to adapt your 2026 strategy?
If you’re wondering how your club or resort can consistently offer exceptional experiences, get in touch with our team.
Get in touch: Ian Knox
