Travel Niches: Golf Travel
by John Hawks
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While some golfers plan these trips in hopes of cramming
in as many rounds as possible while they're away, other travelers
want to combine a steady schedule of golfing with other pursuits
as well. In fact, one big advantage of selling golf travel is that
many popular travel destinations that appeal to all types of travelers
- from Orlando and Las Vegas to Europe and Asia (and, of course,
cruises) - now feature many new or refurbished golf courses in their
areas. That means you can design trips that present the best of
both worlds to your clients: The golfer(s) in the group can play
a round while the non-golfers enjoy other things to do.
About 15 percent of the golfers surveyed recently by the NGF
use a travel agent to plan their trips. Of the $26 billion spent
every year on golf travel, hotels accounted for 29 percent of that
total, with 25 percent in transportation, 21 percent in food, 9
percent in entertainment, 8 percent in gifts and miscellaneous spending
- and only 8 percent in greens fees, equipment rentals, and lessons.
Almost half of the golfers plan at least one vacation a year around
the game. And, given the increase in America's 50-to-64 age group,
the number of affluent golfers (earning $75,000 or more a year)
will only continue to grow in the future.
What determines a golfer's choice of destinations? Weather and
location were cited in the study as the two main factors.
Remember that, for many golfers, the sport is a luxury they can't
always afford at home. It's not the money that's the factor - it's
time. Playing an 18-hole round of golf can easily consume five hours
or more, and many affluent travelers can't always spare that kind
of time in their schedules every week. That's why a vacation with
several rounds built into the planning appeals to many golfers.
Also, the enormous popularity of golf on TV plays into the "fantasy"
aspect of the game; in other words, if you can package a trip for
a golfer so that he or she can play one of the famed courses seen
on TV every year, that's a big draw to close the sale.
The International
Association of Golf Tour Operators offers a comprehensive list
of golf tour companies for you to consider. (Remember: Always, always
confirm in writing the travel agent commission levels and policies
of each company, as many niche operators don't always pay agents.)
And, make plans to attend the second annual Golf
& Spa Show in Tampa on March 23-25, where you'll meet almost
three dozen different golf (and spa) suppliers firsthand! Finally,
if you're serious about growing a golf travel business, check out
the
Travel Institute's specialist program for golf travel.
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