So, what is it that makes the UK market so unique? To be successful in the UK golf market requires an understanding of the state of flux the sector has experienced. A rapid and unprecedented rise in popularity during the 1990’s, when the number of golfers whom played regularly at an 18-hole golf course rose to an all-time peak of around 4 million, was followed by a continues decline in registered golfers, consequently today businesses’ within the golf industry are faced with an increasingly over supplied and competitive environment in which to market their golf experiences.

Within Europe the UK market remains the biggest and most active with the highest number of registered golfers and a fifth of all golfers in Europe playing on the highest number of registered golf courses*. Whilst it may be true that the number of registered golfers in the UK has continued to decrease since the 1990’s, that doesn’t mean the total number of golfers has, as unofficially and unrecorded are the ‘nomad golfers’, those that are not registered with golf clubs but whom play regularly and book golf holidays. Growth in the 2020’s will be through both groups of golfers and the new and expanding interest from women players and juniors. The UK is a growing and significant market.

How does this relate to your business? Golf is one of the most popular sports to combine with travel in the UK market. The booking process is almost equally divided with golfers either booking via a tour operator or direct with a resort. The Internet has allowed such unprecedented flexibility to golfers, that if golf resorts are to retain their market share they must react with increasingly sophisticated marketing strategies. 

We at Club Golf Consultancy can help you. Led by Natalie Scott, Club Golf Consultancy can offer over 30 years experience of the golf industry, specialising in retail sales, tour operating, supplier representation and marketing. With this wealth of experience Club Golf Consultancy can recommend the right strategy for your resort, golf course or golfing hotel to gain an ever-increasing market share of the golf holiday business in an ever-changing market.

Sources: * R&A European Golf Participation Report 2019