Palm Springs, CA (April 11, 2012) Quick 18, innovator of cutting edge golf course software solutions, is providing Escena Golf Club in Palm Springs, managed by Sunrise Golf, with a peak-season boost in both online bookings and revenue per available round.
Collaboration between the management of Sunrise Golf and Quick 18 has resulted in a yield management model that has changed Escena’s business for the good. Following the December 2011 implementation, reservations and green fee revenue from online sources nearly doubled in the first quarter of 2012 vs. 2011. More importantly, the majority of online bookings are now coming through Escena’s branded web, mobile and social media channels that have been customized by Quick 18.
“Coming from the hotel business, it’s great to finally be able to utilize the same type of yield management technology for our courses that hotels and airlines have been perfecting for years,” says John Fitzpatrick, COO of Sunrise Golf and Managing Director of Escena. “The most amazing trend with Quick18 has been the velocity of consumer adaptation. The online booking experience for guests is simple and intuitive, and they have never had greater flexibility in identifying the time and/or price that works for them. Best of all, the customizable rewards program helps build loyalty.”
Quick18 has also provided Sunrise Golf with greater ability to identify the effectiveness of Escena’s marketing tactics. Through the use of promo codes and the distribution of its booking engine to third-party marketing partners, Sunrise can track on a real-time, granular level how golfers are getting onto Escena’s tee sheet.
Escena still leverages prominent third party booking engines as a key part of its overall yield management strategy. The difference now is that the growth in advanced bookings has reduced dependency on last-minute discounting. As a result, the average rate from third party engines increased 15% during the first quarter of 2012.
The added benefit of the migration to online bookings is that Escena can allocate less labor to the telephones and utilize its resources for interacting with the guests who are in the pro shop. “I now have countless rate variations and dozens of promotions running at any given time, and none of them ever has to be explained over the telephone,” adds Fitzpatrick.
To view Escena Golf Club’s booking engine, please visit www.escenagolf.com/teetimes. Escena’s mobile application can be downloaded for free from the Apple App Store or the Android Market on any iPhone or Android phone. (Search “Escena Tee Times”.)
For information about Sunrise Golf, please visit www.sunrisegolfgroup.com or contact Mark Tansey (mtansey@sunrisegolfgroup.com) or John Fitzpatrick (jfitzpatrick@sunrisegolfgroup.com). For more information about Quick 18 contact Shannon Lanyi at Shannon@quick18.com
For product details and testimonials about Quick18, please visit www.quick18.com
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