Golf Travel

On p. 16 of the February issue of Conde Nast Traveler, in the "Feb.Online" column, there's this request:

"Tell us aobut your experience at U.S., Canadian, and Caribbean golf resorts and you're automatically entered to win a weekend at a top golf getaway." (Click on the header at the top of this post to go to the site.)

I just finished moderating Golfweek's Resort Marketing Conference during the PGA Merchandise Show, and one of our speakers, Frank Sanders, president and founder of CSM Research, delivered a compelling presentation on measuring guest satisfaction. Once again I call for the golf travel industry to work together - or for some private enterprise - to develop a consistent standard for capturing and reporting golf travelers' experiences, a sort of J.D. Power research with a ranking system.

Why is this important? There are at least two reasons:

1. It's such a small market. By some estimates there are approximately 2 million golf travelers; that is, golfers who go away to play golf for at least three days and two nights every year. That's a relatively small opportunity, and if a golf resort or destination is going to prosper, it must know what kind of service it delivers ... and, therefore, the likelihood of what I call "refer and return."

2. The hospitality industry itself is getting better, and the standards its setting are elevating the quality and service standards of travelers. I just this morning checked out of a Fairfield Inn, where the beds have been upgraded, the showers improved, the high-speed internet installed throughout - in short, the Fairfield is today what the Courtyard was yesterday, and there's be ongoing improvement right on up the line. But not so much at the typical golf resort.

My advice to golf resorts and destinations? Go after guest satisfaction and own it. Someone like Frank can help. So can Burris.