Tour Options - Golf tours really are easy – Part 2

In the March 23^rd Myrtle Beach Tour Planner eMagazine we took a look at the traveling golfer, 11.4 million strong. We addressed some of the roadblocks that have kept both tour and charter operators from actively pursuing this huge market segment.

As you certainly know the cargo area in today’s coach is more than able to accommodate golf bags and luggage. We also addressed that even though you might not be a golfer and know the “lingo,” the hotelier suppliers advertising here have golf packages available to you. Local transportation is abundant for your customers wanting to explore the area on their own. Most importantly the Myrtle Beach area has a wonderful reputation of welcoming visiting golfers with true southern hospitality. It’s now time to sell some golf tour packages.

Results of recent research demonstrate that you’ll be marketing to a prospect that already knows and thinks highly of the Myrtle Beach area. The National Golf Foundation conducted a study in October 2009, when 2,058 golfers who have traveled in the past two years or intend to travel in 2010 were surveyed. Those respondents averaged 5.2 golf trips to Myrtle Beach, which are at least 1.5 trips more than travelers averaged to any other destination. Vacationers cited affordability, quality and selection, location and additional attractions for their affinity to Myrtle Beach area golf.

The question remains, “Where do we find these traveling golfers?” Of course the most logical place to begin is your own database. Among your regular travelers, it’s quite probable you’ll find golfers that travel. Charter operators need only promote the convenience and safety of coach travel to golfers in their database. As a side note, on the morning last week the photo of Bailey Coaches was taken at World Tour Golf Links, Bailey had another coach of 38 golfers in town.

Tour operators too can tap their own database, but creativity in your packaging is the first step to successful marketing. Of course you’ll need a Value Package and a Premium Package as your product leaders. However, consider a Ladies Package that might include shopping and/or a spa treatment. Women are the fastest growing segment in the golf market. The Executive Women’s Golf Association (www.ewga.com) is a great place to find lady golfers.

A Multi-generational Package should also be considered. Many Myrtle Beach area golf courses allow juniors to play free when accompanied by a paying adult. There may be some restrictions like afternoon tee times only, but nothing that isn’t manageable. The market for this package may be more difficult to isolate, but it does exist.

The most important aspect of golf packaging is to work closely with your accommodations supplier. Once the packaging is in place, you can still depend on those suppliers. More than just a room provider they will also help you market your product. Here’s how.

It’s estimated that between Canada and the United States there may be as many as 100 consumer golf shows. From Toronto to Dallas and Seattle to Atlanta, chances are there’s a consumer golf show near you. The Myrtle Beach area is well represented by accommodations and golf course suppliers at many of those shows. For charter operators it just seems logical to have a transportation alternative exhibiting next to the destination.

Tour operators may consider cooping exhibit space with their accommodations, or golf course suppliers. Specific questions that the tour operator is unable to address may very well have an answer from the golf course or hotel partner. Even if you decide to do a show on your own, do not hesitate to ask your supplier partners for giveaways and photos to liven-up your booth.

Golf leagues, local businesses and club memberships are a good secondary place to look for business. However, you should be addressing traveling golfers, specifically. Not all golfers travel. 

We’d encourage you to target your product to pre-formed groups. You’ll find that most traveling golfers go as a regular group. Although challenging to find, it’s business you’ll enjoy for years to come. With 100-courses to choose from the Myrtle Beach area, as the research shows, enjoys a high level of repeat business. The Bailey Coaches group referenced above is now in their 12^th year of Myrtle Beach visits.

Myrtle Beach area golf is both a fun and profitable tour to offer your clients. Just as importantly, the packages are easily developed and the selling opportunities are certainly there for to the creative marketer. Readers of this eMagazine have an open invitation to contact the writer at tourplanner@discoverinfuzion.com with questions and concerns regarding golf tours to the Myrtle Beach area. Also, the Myrtle Beach Tour Planner Blog site is available to review past issues and entertain your comments. Log on at http://myrtlebeachtourplanner.blogspot.com/