As consumers increasingly protect their privacy online and compete for attention, experts at European Tour Group and European Tour Destinations have identified three key areas that can help golf resorts drive direct online business.
So far in 2024, this segment holds 42% of all bookings¹, underscoring the importance of a targeted digital approach to ensure its continued growth.
In a new multimedia feature, ‘Data-driven Digital Marketing’, Claudia Bowman, Head of Marketing and CRM at the European Tour Group shares lessons learned from the DP World Tour’s digital marketing activities that can help golf resorts gain new and repeat business, while. Head of European Tourism, Ian Knox, explains how digital marketing strategies, including social media advertising, can help monetize that profitable channel.
“With an estimated 5.17 million social media users worldwide, who on average use 6.7 different social media platforms per month², it’s no surprise that social media marketing is on the rise,” said Knox.
“The opportunity to reach targeted customers with laser precision has never been more compelling – and direct. However, it becomes more challenging to ensure that your message is seen in the midst of competition. “
Bowman added: “Consumer interest, coupled with the fact that only 17% of them allow their data to be tracked², means golf courses need to think carefully about ways they can benefit and inspire trust from existing and potential customers.
“Therefore it is important for golf resorts to create engaging digital content, use multi-touch points to collect customer data, and incorporate this information into customer relationship management tools to help achieve customer loyalty.”
‘Data-driven Digital Marketing’ goes nowhere: social media marketing, data capture and content management, and customer relationship management, while sharing best practices to help golf resorts determine their digital marketing strategies for 2025 and capitalize on growth and direct revenue. online business segment.
European Tour Destinations includes a network of world-class destinations with close ties to the European Tour Group. As a member, locations can get exclusive access to valuable information from prominent people working across the group.
To find out more, visit: www.europeantourdestinations.com
¹Future Market Insights’ Golf Tourism Market Outlook 2024 to 2034
²Data Report, Digital 2024: Global Overview Report
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