While there is a huge amount of short-haul golf product available, specialist operators face seeing their long-haul golf plans curtailed by a shortfall of quality courses.
International Association of Golf Tour Operators chief executive Peter Walton said: “More courses in warmer climates are badly needed to meet demand but it will take time.
“The greatest capacity now is in emerging golf destinations like Kenya, South Africa, Brazil, Argentina, Cuba, Mexico and Mauritius. They are attracting the market and giving the established long-haul golf areas [such as America and the Caribbean] time to upgrade and develop more product,” he added.
More than 500,000 golf holidays have been sold in the UK this year, 66% of them overseas. In 1998 and 1999, the UK golf market increased by 12% and 2000 is shaping up well.
“Predictions for 2000 are very good, with operators looking at growth in excess of 12%,” said Walton.
“With leisure tourism growth worldwide currently around 2.5%, golf is well ahead.”
IAGTO research shows that 51% of regular golfers in the UK have taken a golf holiday, a third of them in the last year. Expanding market sectors are young players, women golfers and families.
“Golf is the ultimate niche market,” said Walton. “To sell golf holidays you must know the product – it’s significant that the larger operators haven’t got to grips with golf yet.”
While only 16% of golf holidays are booked through the trade – a further 24% are direct sell – leading golf specialists claim trade sales account for half of their business.
Longshot golf product manager Sean Noble said: “We do 57% of our business through the trade and should be able to boost agency sales further as we are one of few operators paying a minimum 10% commission.
“It’s important that the trade realises the potential of golf holiday earnings. The average price of a golf booking in 1998 was £2,000, of which £1,600 was commissionable – that’s £160 for the agent.”
Longshot has added Dubai and three Spanish destinations – Valencia, Montecastillo and Costa de la Luz – for 2000. A larger tournament calendar lists 37 events.
British Airways Golf Holidays product manager Mike Wilson notes a booking trend towards short-haul golf holidays for 2000.
“Europe is taking the lion’s share,” he said. “People are booking earlier, so we are well up year on year. Stability in the economy has given people the confidence to book well in advance and we’re seeing the benefits.”
For 2000, BAGH has added Marrakesh, Bali, Bahrain, Oporto, Cancun and Phuket. A tie-up with the David Leadbetter Golf Academies also gives clients 15% off tuition in the Costa del Sol, Algarve and Jamaica.
However, operators agree that tuition plays a small role in their programmes. “Most people are brushing up on their game rather than starting to play. We don’t have many beginners,” said Longshot’s Noble.
The Costa Blanca is 3D Golf’s success story for 2000. 3D Golf sales and contracts manager David Sledmere said: “Packages are 25% cheaper than the Costa del Sol. It’s an attractive area to play as it has a sunny micro-climate.”
For 2000, the operator has gone long haul with an extensive US programme featuring Florida, the Carolinas, Arizona and golf-themed cruises from Miami and Fort Lauderdale.
Tailor-made golf specialist Longmere Golf Holidays plans to add Belgium, Italy, Thailand and Dubai to its 2000/01 programme due out in April. The operator will also be expanding its France product.
Golfing destinations
BA Golf Holidays Longshot 3D Golf
1. Algarve Algarve France
2. Costa del Sol Costa del Sol Costa del Sol
3. La Manga Lisbon Algarve
4. Lisbon Coast La Manga Lisbon Coast
Ireland
Costa Blanca
5. Florida Valencia