How can you create and manage golf packages and promotions?

2 Set your goals

Once you know your market, you need to set your goals for your golf packages and promotions. What are you trying to achieve with them? Do you want to increase occupancy, revenue, loyalty, or referrals? Do you want to fill up your low-demand periods, upsell your ancillary services, or cross-sell your partners' offerings? Your goals will help you determine the type, duration, and pricing of your packages and promotions, as well as the metrics to measure their performance.

3 Choose your package or promotion type

Golf packages and promotions vary depending on your goals and market. Common examples include bundled packages, which combine golf with other services or products such as accommodation, dining, spa, or transportation; discounted packages, which offer a lower price for golf or other services or products; loyalty packages, which reward loyal customers with incentives such as free rounds, vouchers, or memberships; and seasonal packages, which cater to specific seasons, holidays, or events. These types of packages can offer convenience and value to customers who are looking for a complete golf experience, attract price-sensitive customers who are looking for a good deal, increase retention and referrals among existing customers, and create a sense of urgency and excitement among customers who are looking for a special occasion.

4 Price your package or promotion strategically

Pricing is an essential component of successful golf packages and promotions. You must price them in a manner that maximizes your revenue while preserving your perceived value and competitiveness. Therefore, you should consider various pricing strategies, such as dynamic pricing, differential pricing, and psychological pricing. Dynamic pricing adjusts the price of golf packages and promotions based on demand, supply, and other factors. Differential pricing charges different prices for the same or similar golf packages and promotions based on customer characteristics. Psychological pricing uses psychological principles to influence customer perception and decision-making. All of these strategies can help you optimize occupancy, increase market share, enhance value proposition, and improve conversion and revenue.

5 Promote your package or promotion effectively

Creating a golf package or promotion is not enough; you must also promote it effectively to reach and persuade your target market. To do this, you can utilize various channels and methods, such as your website. Your website should be user-friendly, informative, and attractive with clear and compelling calls to action and booking options. You can also use email as a direct and personal way to communicate with customers. Segment your email list, craft engaging subject lines and content, and include relevant and timely offers and incentives. Social media is a powerful and interactive way to connect with customers and prospects. Create and share relevant and valuable content, such as photos, videos, testimonials, or tips, while encouraging feedback and participation. Lastly, partnerships are a collaborative and mutually beneficial way to expand your reach and exposure. Identify partners who share your target market and goals, such as hotels, restaurants, or travel agencies, then co-promote your golf packages and promotions.

6 Monitor and evaluate your package or promotion performance

The final step in creating and managing your golf packages and promotions is to monitor and evaluate their performance. You need to collect and analyze data from your booking system, customer feedback, and marketing channels, and compare them with your goals and benchmarks. You need to identify what works and what doesn't, and make adjustments and improvements accordingly. You also need to communicate and celebrate your results and learnings with your team and stakeholders.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?