For the seventh year, leading sports research consultancy SPORTS MARKETING SURVEYS INC. partnered with Reed Exhibitions to present new findings on the golf tourism landscape at the renowned International Golf Travel Market (IGTM).
The results will be of interest to a wide cross-section of the golf industry, from courses and tourist boards jostling for position in the increasingly global golf tourism market, to federations looking to build an evidence base to attract investment from government and third-party sponsors.
With the findings, these and other stakeholders will be able to make tangible enhancements to grow their business. This includes making stronger arguments for investment in golf, understanding the key marketing buzzwords and features to maximise the appeal and assuage any concerns different groups may have, and also considering the media through which they can best communicate with each group.
SMS INC.’s 2019 tourism research was run among golfers in five territories, The UK, North America (comprising the USA and Canada), France, Germany and Sweden. Reports are available on each of these markets individually.
All findings are sourced from robust panels of core golfers in these markets. By using its industry leading partnerships with the likes of HowDidIDo, Golf.de and the French and Swedish golf federations, SMS INC. was able to capture accurate, insightful trends and ideas from those golfers most likely to consider investing in a golf holiday.
Included in each report is a detailed view of the golf holiday booking patterns of players, both at home and abroad. Topics covered include:
- Popular and emerging destinations.
- Make up of a golf trip – length of trip, courses and rounds played, size of group.
- Spending patterns.
- Most important factors when booking a golf break (e.g tee times, accommodation, non-golf activities).
- Researching a golf holiday.
- Accommodation preferences.
- Booking a golf holiday.
- Future plans – including individual regions that golfers expect to visit on future golf holidays.
Thanks to SMS INC.’s ongoing programme, findings can also be compared with previous years to enable trend monitoring. Each report costs £2,000, with a discount available for purchasing multiple markets.
SMS INC. is a respected and experienced consultant in the sports tourism sector, having undertaken economic impact and feasibility studies around major events in addition to consumer research. To purchase a report or for more information about the golf tourism research, please contact Richard Payne Richard.payne@sportsmarketingsurveysinc.com