DESTINATIONS
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You don’t have to be a golf expert to sell holidays in this lucrative sector, writes Laura French
f your weekends don’t bear much resemblance to Rory McIlroy’s and you’re more likely to spend them watching Netflix than playing a
round on the green, selling a golf holiday might seem a challenge. But it doesn’t have to, according to some of the industry’s leading experts. Tim Worrell, product and sales manager for
trade-only golf operator Tee the World, says: “Golf holidays really shouldn’t be any different to booking a ski holiday or an adventure holiday, which agents book day in, day out.” It’s also a pretty lucrative market. “A number of
golfers will go on two or three breaks a year,” says Charles Debruyne, golf director at Le Touquet Golf Resort. “They’ll then tell their golf friends about the service provided by the travel agent, so it’s perfect for referrals.”
So how can you get in on this loyal, commission- boosting sector? Here’s our step-by-step guide.
MARK YOUR CARD First things first – get to know the product. “Take some time to learn what elements constitute a golf holiday, such as tee times, caddies, golf carts and handicaps,” suggests Debruyne. “If you want to show your versatility but don’t have the ‘golf knowledge’ internally, team up with a dedicated golf tour operator. They will have the expertise and systems to deal with the enquiry.” Many specialist operators offer training on request,
so it’s worth enquiring to see what’s available if you’re looking to make golf a regular in your repertoire. And don’t neglect obvious ways of learning about the sport – you might know a golfer or have a local golf club where you could pick up some basic tips.
ASK QUESTIONS
Once you’ve got the confidence you need to sell, it’s time to work out what the client wants. “Ask ²
travelweekly.co.uk 9 APRIL 2020 27 GOLF HOLIDAYS | GOLF & SPORTS TOURISM
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