• Half of new members at some venues are female
• Clientele is now younger, valuing quality of life – and family life
• Capital investment projects address member needs and long-term business sustainability
Wentworth, UK, – Demand for golf has increased globally – and with it, membership. However, what members want has changed – and venues need to respond to earn loyalty and retain valuable customers for the long term.
That’s the view of European Tour Destinations, a network of 30 world class golf venues, revealed in a recent audit of golf membership.
The findings, published in a new multimedia feature Rethinking Membership, highlighted shifts in consumer behaviour and emerging trends, including:
- 30% of venues increased annual fees between 10% and 20%
- 78% of venues are planning capital investment in new amenities over the next 12 months
- 50% of new golf members at Finca Cortesin and PGA Catalunya Golf and Wellness in Spain, and Quinta do Lago and Bom Sucesso in Portugal, are women
According to Luis Filipe, Corporate & Leisure Relations Director at Quinta do Lago, which now benefits from a raft of new sport and leisure amenities, there has been a fundamental shift in the Portuguese resort’s members: “The clientele now are younger and […] are valuing more their quality of life and the quality of family life.”
It’s a sentiment echoed by Golf Club St-Leon Rot’s General Manager, Eicko Schulz-Hanßen, who attributes the change to a desire to improve lifestyles, with “people building in activities on a daily and weekly basis to achieve a better work-life balance.”
The targeting of a younger membership demographic is – and has been – a growing at Linna Golf, Finland. Its CEO, Esa Honkalehto, explains: “Of the 100 new members who have recently joined, approximately 60 are young people […] born in the 1990s. They are more regular players, […] keen to participate in the numerous events and competitions we have organised. These young members have brought a spirit [to the club] – and it is very different to what it was.”
Commenting on the survey findings outlined in the Rethinking Membership feature, Head of European Tour Destinations, Ian Knox, concluded: “There’s no doubt destinations are having to rethink membership. With people now wanting to play at different times, looking for different amenities from the club and opportunities for their families to come along, the main challenge for general managers going forward is to understand the membership base and what they are looking for, and adapt to the new and different needs of customers.”
For more information about European Tour Destinations, visit: www.europeantourdestinations.com
About European Tour Destinations
European Tour Destinations is a global network of world-class golf venues across 21 countries on three continents. Each Destination is part of a select number of prestigious golf and real estate venues, with their identity closely aligned to The European Tour, creating a unique partnership, which ensures that all guests can enjoy the outstanding experience to be expected from the family of one of the game’s foremost organisation.
The network includes some of the most prestigious golf and lifestyle resorts in Europe, the Middle East, South East Asia and Indian Ocean, with many of the venues home to courses, which consistently feature prominently in international rankings. European Tour Destinations also host an array of prestigious tournaments, including the Ryder Cup and DP World Tour Championship.