Online tee time booking continued at an even faster rate in 2011 compared to 2010, according to the latest results from BRS Golf, developer of the UK & Ireland’s market leading online booking system. Total online revenue for golf clubs using the BRS system during 2011 was £6.5 million, an increase of over £2.9 million or 81% compared to 2010. This equates to an average of £15,800 per club.
Dr Brian Smith, Managing Director of BRS Golf said, “It’s fantastic to see the huge rate of growth continue for the sixth year in a row, and £15,800 taken online represents a significant amount for any club. However, we believe that online booking in the golf market is still in its early stages and this growth will continue for many years.”
“There are a number of reasons for this. Firstly, most golfers now expect to be able to book their golf online. A lot of clubs are facilitating this consumer demand by installing online tee time booking systems. The fact that in 2011BRSGolf had their best year ever in terms of new sales and 3rd party companies including Teeofftimes.co.uk, Teetimes.co.uk and GolfNow.com also had their best year to date reinforces this view.”
Smith continues: “Secondly, and most importantly from our perspective, we’re seeing golf club managers and committees really starting to get to grips with selling online and understanding concepts like yield management (how to identify peak and off-peak times and price green fees accordingly), e-mail marketing and using tools like theBRSsystem to showcase their clubs, attract additional green fee revenue and pull in new members as well.”
“Another significant factor is the growth in booking through our partners Teeofftimes.co.uk, Teetimes.co.uk and GolfNow.com. These channels accounted for 20% of the overall revenue taken online throughBRS, and achieving an increase of 104% over 2010. We’re continuing to work hard with these partners to maximize the potential revenue for our customers.”
Smith also believes that installing the BRS system is helping clubs make up the difference in lost subscription income: “The average of £15,800 green fee income per club can potentially represent between 15 and perhaps 20 members’ subscriptions a year.”
The continuing growth of online booking is great news for golf clubs looking for additional green fee revenues, and of all the tools a club can bring to bear to increase or maintain their income, the BRS system is the one to which many more clubs are giving top priority.
Online tee time bookings revenue growth
- 2006 £167,230
- 2007 £538,566
- 2008 £1,212,114
- 2009 £2,252,965
- 2010 £3,633,309
- 2011 £6,547,716