Golf resort business getting out of rough
The economic downturn and scandals such as A.I.G.’s lavish meetings helped create a “Bogey”in the golf resort business in the last two-three years but a survey by the Knowland Group finds business is on the upswing.
The Knowland Group, which describes itself as the world’s largest data firm in the global meeting and convention industry, found almost two-thirds of respondents said golf resort bookings are increasing.
“The highly vocal negative perception of golf events has finally started to fade,” said Knowland CEO Michael K. McKean. “Resorts can once again be proactive in pursuing corporate, government, and SMERF business by offering golf packages as an added amenity.”
The antipathy raised by even the word “resort” was so strong that almost half the planners in a previous poll said the single word caused government cancellations. When resort was combined with the word “golf,” the reaction was even worse — particularly among government agencies’ booking meetings.
One solution for many destinations was simply to remove the word “resort” from their name.
But that’s changed.
“Directors of Sales at golf resorts across the country are even more optimistic about the future of golf business. Seventy-four percent of those surveyed said they thought golf bookings would increase in 2011,” said the Knowland group.
Another outcome of the downturn: “Most (resorts) have learned the important lesson of diversification — 75 percent now offer other recreational amenities besides golf.
By David Wilkening
David
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