49-50 ttg_lux_advertorial golfv2 15/6/09 09:50 Page 50
conference for the first time, at the
Vincci Taj Sultan Hotel in Hammamet, one
of 10 golf courses in the country – a figure
set to double in number by 2012.
It’s hardly surprising tourist offices are
so keen to boost golf product given that
golfers spend between 50-160% more per
person per day in resort than general
leisure tourists. Golf courses also bring
with them greater meetings and incentive
business and are a primary driver for real
estate sales in a destination.
To be successful, a golf destination must
score highly in terms of quality, access,
price and promotion – and with avid
Golfers spend
golfers playing as many as five courses
between 50-160%
during one trip, courses, hotels and
more per person
tourism offices need to work together to
per day in resorts
to, as a large proportion play at golf clubs on their golf destination choices. Only
capture the golfer’s imagination and
than general
throughout the year – many agents targeted marketing to specific national,
facilitate the trip.
leisure tourists
already use this as a valuable networking socio-economic or social groups of golfers
Golf is also being focused upon by opportunity locally – and keenly keep will have the desired effect, which is why
destinations to enhance their image if up to date with golf equipment and we have been encouraging all national
they are trying to change perceptions, tournament news via all forms of media. tourist boards to focus their golf travel
especially if they are aiming to shift up a Over the past year, the priorities of the promotions in 2009-10 on co-marketing
luxury gear. Having a golf infrastructure is golf traveller, like those of every consumer, efforts with both their local suppliers and
seen as a useful tool that can be important have changed or come under self-scrutiny. international golf tour operators, who are
for shaping future inward investment. Golf tour operators are at the frontline, best placed to put such messages across.”
While not totally recession-proof, golf responding rapidly to the changing needs He says those destinations which adapt
tourism is also fairly resilient, and though of the golf traveller and adapting to their best to changing demands in volatile
it may not be immune to the vagaries of changing booking patterns – and agents times will perform best when the market
global tourism trends, it is generally less would be wise to follow the trends too. bounces back.
affected by them; in essence, the Walton says: “In a time when “We expect bookings to be on the rise
passionate golfer will not be denied his or consumers are reassessing their travel again come September when golfers look
her golf trip. priorities and golf holiday requirements, forward to a golfing holiday during the
Golfers are relatively easy to market bland, generic advertising has little effect coming European winter,” he adds.■
ttgluxury
promotion
Half Moon: Out of this world
The Half Moon championship course is a golfer’s
paradise, its pristine fairways complemented by
luxury accommodation and fabulous facilities
Half Moon Resort, Jamaica
Half Moon is the Caribbean’s premier resort and golfing
destination. Located in Rose Hall, Jamaica, it stretches
across 400 landscaped acres, with luxurious accommo-
dation ranging from rooms, suites and cottages to seven-
room villas, each with their own personal staff and pool.
Boredom is simply not an option at Half Moon. Enjoy
an unparalleled range of activities: golf, horse-riding, 13
lit tennis courts, 54 swimming pools, scuba diving, cycling,
snorkelling, windsurfing, private dolphin lagoon, Anancy
Children’s Village, as well as five-star dining and top spa.
The championship Half Moon Golf Course boasts 7,119
yards of challenging driving areas, undulating greens
and breathtaking vistas. And its Golf Academy, led by
Ewan Peebles, is renowned for improving golfers’ tech-
nique and offers a variety of professionally-instructed
programmes to fulfil both avid and leisure golfers’ needs.
UK freephone 0800 051 3893
reservations@halfmoon.com
www.halfmoon.com
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