Why Most Golf and Resort Marketing Campaigns Fail Part 2
Andrew Wood
Author of 60 books, Consultant, Professional Speaker, World Traveler, Sales & Marketing Legend.
Business has been so good for the golf, resort, and travel business since COVID-19 that no one really thinks that much about marketing these days. But that boom is nearly over, and when the recession comes, as it always does after a long growth cycle, the Piper will come calling, and most will find their marketing is all glamour and no substance.?
?Most campaigns are built on fluff rather than substance. Marketers often prioritize the superficial—aesthetic Instagram posts, pretty Facebook ads, and whimsical taglines—while neglecting the core strategies that truly drive revenue: strong sales copy, effective lead generation, and data collection. This approach, while visually appealing, often fails to impact the bottom line. Let’s explore why this happens and how resorts can break free from this ineffective cycle.
The Fluff Overload: Prioritizing Appearances Over Strategy
Many golf and resort marketing teams invest heavily in platforms like Facebook and Instagram simply because it’s trendy or expected. They assume that posting stunning sunsets over the 18th hole or sharing drone footage of their sprawling greens is enough to attract bookings. While these visuals may earn likes and shares, they seldom translate into conversions.
The reality is that social media platforms are saturated with similar content. A potential guest scrolling through their feed is unlikely to book a stay just because they saw another picturesque golf course. Without compelling calls-to-action (CTAs), targeted campaigns, and strategic follow-ups, these efforts often fail to move the needle.
Adding to the waste of resources, platforms like X (formerly Twitter) and TikTok are often used without clear objectives. While these platforms may generate fleeting engagement, they rarely align with the high-value, long-term bookings that golf and resort properties need. Time and money spent on these channels could be better allocated elsewhere.
The Missing Sales Copy: Where Did It Go?
Once upon a time, a resort’s website was its primary sales engine. It featured persuasive, benefits-driven copy that addressed the desires and pain points of potential guests. But now, many resort websites are little more than digital brochures with vague descriptions and generic language.
For example, a typical resort homepage might say:
"Welcome to Paradise Golf Resort, where luxury meets tranquility. Come relax, unwind, and enjoy our world-class amenities."
While this sounds nice, it’s devoid of specific value propositions or urgency. There’s no mention of why their course is unique, what packages are available, or why someone should book now. The absence of well-crafted sales copy leaves potential guests uninspired and uninformed, causing them to move on to competitors who communicate their offerings more effectively.
The Lead Generation Problem
Another glaring issue is the lack of meaningful data collection and lead-generation strategies. Many resorts focus on short-term wins—like boosting social media engagement—without building a sustainable pipeline of potential customers.
For example:
Too often, the answer is no. Instead, resorts rely on scattershot approaches that fail to capture and nurture leads, leaving significant revenue on the table.
Breaking the Cycle: What Effective Golf and Resort Marketing Looks Like
To achieve tangible results, resorts need to rethink their approach and focus on strategies that deliver measurable outcomes. Here’s how:
1. Reinvest in Sales Copy
Your website’s copy should be your best salesperson. It needs to:
Event Manager | Bringing Your Vision to Life with Seamless, Unforgettable Events | Specialising in Golf & Corporate Functions at Kooyonga Golf Club
2 天前I am in my first year of event management in the golf industry and want to thank you for your sharp analysis. Its important to keep in mind the stunning visuals that grab attention and how they fall short without strategy. With the boom slowing down, how would you prioritise balancing visually engaging content with strong sales copy to maximize both brand awareness and conversions?
Prestige Awards Hall of Fame. PGA Advanced Performance GolfCoach. 3-time golfcoach of the year 2020-2022-2024 ~ Resultaat Specialist ~ Gegarandeerd jouw droomhandicap halen ??
3 天前Wouter Snijder Mike Woltering Rianet Van der Ven Wichert Rozendaal Heb de afgelopen 10 jaar veel opgestoken van Andrew en hij is een paar jaar geleden zelfs langsgekomen voor een rondje en een persoonlijke update mbt mijn eigen progressie.
StoryTeller Partner | 15 year HubSpotter | Video and Web Design Consultant | Passionate about Helping Private Clubs Innovate??
3 天前Private clubs fall into the same traps; they use social media as an awareness play but confuse awareness with conversion strategies. When you ask about the lead generation strategies they don’t know the first thing about it except “we do social media”. As we know, social media can be effective for both awareness and conversion if the strategies are aligned. They don’t know the first thing about data collection noted by leads maintained on spreadsheets because their existing CRM is archaic. You mentioned how important copywriting is on websites to invite action and share unique points of interest, for the majority of clubs the copy is so underwhelming and an afterthought in web design. Much like resorts, golf clubs are still riding the Covid wave of increased memberships but can benefit from strategies out of your playbook to ensure a sustainable path for membership growth.
So true... And I will say more for tourism. Golf courses have to join together and also with Hotels to attract golfers on the area. Stronger together...