TREND SETTING-SPORTS MARKETING SURVEYS INC.


Golf heading for Sunnier Climes?


Aſter consecutive years of poor weather within Europe’s largest golfing nations, a milder 2014 has seen the number of rounds played increased which has subsequently improved retail conditions. SPORTS MARKETING SURVEYS INC.s provides SGB Golf with an insight into their 2014 International Golf Travel Market (IGTM) Survey


Golfing Holidays


80%of all regular golfers surveyed have been on a golfing break in the last three years.


Taking golfing holidays compared to five years ago %


10 20 30 40 50 60


0


40% 19% 41% 47% 14% GBI


More frequently 40% 54% 14% 32% 50% 14% 37%


Sweden France Germany Less frequently


Non Domestic Holidays


in the last 12 months ❖ Across all four markets, more than 1 in 5 international golf holidays were taken in Spain, with this rising to over 2 in 5 from Sweden


❖ Morocco is the top destination for French Golfers


❖ Portugal is the second most popular destination for GBI and Swedish golfers


Factors into researching holidays The findings were similar to 2012- the


Same frequency


importance of word of mouth, primarily from friends but also the golf pro, is a key resource for golfers when researching where to take a golf break. This highlights the importance of venues providing a quality of service as they will oſten be the most influential ambassadors when recommending. Golf magazines and specialist tour


operators are the second and third most consulted. The importance of online blogs/reviews and social media has changed very little over the last two years despite the increased use of social media from golfers.


DID YOU KNOW?


❖German golfers were the most likely to have taken only ‘non- domestic’ golf breaks in the last three years, whereas UK golfers were the most likely to have taken only domestic breaks


❖German golfers on average stay the longest of the four nationalities on a ‘non domestic break’


❖French regular golfers are the most likely to travel with non- golfers and thus are most likely to participate in non-golf activities


❖Swedish golfers play the fewest courses but the most rounds


❖GBI golfers place the most emphasis on food and beverages in their package


❖Swedish golfers are the most likely to use High Street Tour Operators when researching a break


❖German golfers are most likely to want a spa in their hotel


The IGTM Report findings are in conjunction with SPORTS MARKETING SURVEYS INC. and Reed Exhibitions. The report surveyed 6000 regular golfers from Europe’s four largest golf markets- Great Britain & Ireland, France, Germany and Sweden


40 SGBGOLF


Percentage %


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