Groups of lady golfers looking to book a golf break can now rely on the services of a specialist team, after Golf Escapes launched a ladies’ portfolio titled The Ladies Collection (TLC).
TLC has been created to provide a personalised collection of resorts, hotels, spas and golf courses for ladies to enjoy, filling a niche that the market has ignored for too long.
The idea for TLC came to Golf Escapes’ managing director, Jon Ruben, following a chance meeting he had on a train with a group of female golfers. They were sat next to him and planning their next golf trip. He explained: “It became clear that this market sector was not being catered for properly, and there was a huge scope to improve on what was out there in the golf travel sector for women.”
Ruben is aware of inequality in sport and an advocate of redressing the balance – he is also a director of Lewes FC, the first football club in the world to pay its women’s team the same as the men. Heading the TLC team are Claire Jones and Rupert Hunter, both of whom have extensive experience in organising trips and events for lady club members.
Jones said: “Like many other lady golfers, I love to experience different courses in the UK and further afield, and especially enjoy golf and spa trips in warm climates or visiting exotic destinations worldwide. We have actively sought added value and special offers from existing partners and suppliers for our new TLC clients. This, together with my and Rupert’s experience over the years working in ladies’ golf, will give new options and ideas to women golfing travellers. We have obtained exclusive deals including free rental clubs, free dinners and free massages.”
She added: “The new ladies’ department is a perfect complement to Golf Escapes’ existing product offering. Our new dedicated TLC website is up and running, and we are looking forward to using our specialist knowledge to help all-female golf groups plan and budget for their next golf escape.”
TLC is also keen to promote women’s participation in golf to the wider market. Jones added: “There are so many benefits. Only 15% of club members are female – we’re lagging far behind many European countries. The health benefits are proven and have even been discussed in political circles. And, from the perspective of social well-being, golf can also be a great way to keep in touch with friends, help reduce stress, and provide an opportunity to meet new like-minded people. So we will be actively promoting participation to women across the country.”
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