As part of the IGTM virtual event, IGTM Links, there was a whole host of panel talks and insightful content gathered from big names in the golf travel trade. Below is but one excellent discussion that took place on how companies can attract the US golfer in 2021, and how the pandemic has affected the industry as a whole.
With 2020 looking to be dealing with the challenges of the pandemic well into next year, the questions surrounding the golf travel trade industry right now include managing existing relationships with clients as well as enticing new ones in a world that’s overrun with restrictions. Most notably, of course, is the subject of the affluent and highly receptive US market and how the current health crisis has affected their usual relationship with golf travel.
For IGTM Links, we were lucky enough to get some valuable insights on these pertinent questions and here we can give you a glimpse of the conversation that took place.
The individuals making up our US Golfer panel were Melissa Porzak, Travel Advisor for Protravel International, Sean Winton, Founder and President of Distincte Travel Group, and our fantastic host Farhad Heydari, the Editor of NetJets Magazine and Founder and Chief Executive Officer of House of Heydari.
“There is certainly interest you know, as soon as the gates open, I think we’re going to see a flooding of interest in travelling and golf”
Melissa Porzak, Travel Advisor for Protravel International
Americans are, of course, facing tough restrictions when it comes to travel right now, and there are far fewer opportunities to get away internationally than what was previously the norm. However, what’s fascinating is that for the vast majority of Americans, it’s simply a question of getting the green light and then they will happily travel again. As we’ve heard from other experts and professionals in the industry, there is understandably a lot of anxiety about safety at this time and many people are shying away from activities they once wouldn’t have thought twice about. For the desire to travel to remain so strong despite this global anxiety then, is a wonderful thing, and means it’s simply a question of waiting for restrictions to lift so that when they do, the industry is prepared for the flood of travel-starved clients making bookings.
“The challenge we’re all facing right now is that there’s a lack of confidence in the marketplace. To second Melissa’s point, there is a significant pent up demand. And unlike 2008, when there was a financial crash, today the people that travel and take our experiences still have money. They just don’t have an outlet to travel somewhere, so you know, for me it’s a patience game. It’s about being prepared, trying to identify where we’re going to go in 2021″
Sean Winton, Founder and President of Distincte Travel Group
Staple locations such as Ireland and Scotland will still be key for US golfers in 2021, with England, Wales, and Northern Ireland all still held aloft among traditional golfers as fundamental places of interest. With capacity issues anticipated for 2021 (due to the 2020 crowd having been unable to visit their desired locations this year) there is a real opportunity for those courses that are off the beaten track to shine and soak up the overspill from the more well-known resorts.
“In 2021 we’ve obviously got a serious issue. We have capacity issue ’cause 2020 wasn’t able to go and they’ve never been rebooked into 2021, so it’s creating an opportunity. And I actually think, you know, for anybody who is listening from the tour operator side and those from the supplier side who are somewhat overlooked, the golf courses that get overlooked…They’re just as good as some of the the well-known names. That’s where the opportunity is in 2021”
Sean Winton, Founder and President of Distincte Travel Group
Many high-end US clients have already experienced the classic courses of Scotland and Ireland, and now resorts in Spain and Portugal are getting increasing interest. Locations like Mexico, being such close neighbours to the US, have had renewed interest too and it will be lesser-known courses that ultimately have a unique opportunity in 2021.
The US Golfer panel also discussed at length the key things that might draw a US client to a resort, the clear benefit of having multiple developments in any one location, and vitally, what businesses across Europe and further afield like in the Middle East can do to make sure they’re ticking all the boxes for what the US golfer is looking for in a resort.
“I think for my clients it’s all about service and extra amenities, and really the American clientele is used to being pampered. At least my people are. So I think whatever can be done to personalize it to really make it extra special is key”
Melissa Porzak, Travel Advisor for Protravel International
For details on what the US golfer will be looking for in 2021, insights on the ever-growing market of new women golfers, and how the golf industry can help bring in even more first-time golfers, watch the IGTM Links panel talk and find out what the key names in golf see as the future for the industry.