The European Tour announced its new golf travel business – The European Tour Travel Club – at the International Golf Travel Market 2015, Tenerife.
The new enterprise will engage with UK consumers initially and will be operated by specialist golf travel company Golfbreaks.com as part of a three-year licensing agreement. Future international licences will be offered to tour operators in key territories where the globally recognised European Tour brand is active, including Asia.
The European Tour Travel Club will be offering golf travellers unprecedented access to its unique range of experiences, not only giving them the chance to buy tickets and travel packages to European Tour events, but to be involved in the tournament, too.
Pro-Am places will be available to buy, giving customers the enviable opportunity to tee it up alongside some of the best golfers on the planet, and there will also be options to purchase rounds on the course the day after the tournament finishes.
In addition, the European Tour Travel Club will offer travel packages to many of the most popular golf destinations around the world, including a host of tournament venues and the European Tour’s network of world-class venues in their Properties portfolio.
Keith Pelley, Chief Executive of The European Tour, said: “The European Tour Travel Club is a further extension of our consumer and fan engagement strategy and is a natural extension for The European Tour brand.
“For many years The European Tour has worked closely with national tourist boards, destinations, airlines, international hotel groups and tournament venues, so we are perfectly positioned to develop highly attractive and unique tour and travel opportunities.”
Keith Pelley continued: “We already have a successful working relationship with Golfbreaks.com, which promotes travel packages to our European Tour Properties network of world class golf venues, and the company will play an important role in establishing the new European Tour Travel Club.”
The European Tour’s International Schedule in 2015 includes a minimum of 48 tournaments spread across five continents. Together, these tournaments form The European Tour’s Race to Dubai.
Andrew Stanley, Chief Executive of Golfbreaks.com, said: “The European Tour Travel Club is a significant innovation for the golf travel industry and will offer consumers an array of new experiences unique to European Tour venues and tournaments.
“For golfers looking to emulate their European Tour heroes and make their golf break something really special, a European Tour Travel Club package is likely to be the dream ticket.”
As part of the initial UK licensing agreement, Golfbreaks.com has also committed to help the rising stars of the professional game by supporting a European Tour Graduate Workshop.
The three-day event at Quinta do Lago, Portugal, in December will welcome approximately 40 newly qualified European Tour professionals, including those who have stepped up from The European Challenge Tour. The induction programme will cover topics including the role and responsibilities of a European Tour professional, Tour knowledge, rules and tournaments, media training and travel planning. There will also be a Pro-Am tournament, sponsored by Golfbreaks.com.
The European Tour Travel Club will offer golf packages linked to European Tour, European Senior Tour, European Challenge Tour venues and tournaments globally, including established and emerging destinations.
The European Tour Travel Club will be launched to the public in January 2016 and will be supported by a concerted consumer marketing campaign, including television advertising on Sky Sports.
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