Seminario tendencias y oportunidades para el turismo golf en colombia
Golf in ColombiaTHE PRODUCTMichael Elcock CESO PROEXPORT
BUT FIRST-Some Questions► WHAT do you know about the international GOLF TOURISM industry?► A. How many people play golf?► B. How many of them travel overseas to play golf?► C. How much do they spend?
The Answers► A. More than 56 million people play golf. Between 5% and 10% travel overseas each year – at least once.► B. Value of the Global Golf Tourism market is US $ 17,000,000,000. (I.A.G.T.O.)► Value of International Golf Tourism Market is US $850,000,000-1,700,000,000.
What do they spend it on?► KPMG – Golf Travel Insights – 2012► Travel 21%► Accommodation 28%► Golf 26%► Food & Beverage 10%► Other (shopping, etc.) 15%
Most popular destinations► Espana► Portugal► Escocia, Irlande y Inglaterra► USA► Turkey► Italy► Thailand & Vietnam► France► South Africa► Dominican Republic & Argentina
Biggest Golf Travelers?► Americans► Canadians► British► Scandinavians (mostly Swedish)► Germans► BUT, nearly 80% of Americans travel within the US to play golf. (E.g. NY to Florida, or Arizona)
Key Factors in Decision making► 1. Quality of golf courses► 2. Price of Golf package► 3. Accessibility.► 4. Number of golf courses.► 5. Quality of Accommodation.► 6. Climate.► 7. Entertainment.► 8. Golf tradition.
So – what does Colombia have?► 1. Quality of Golf courses 10/10► 2. Price of package ??► 3. Accessibility 5/10► 4. Number of Golf courses 6/10► 5. Quality of Accommodation 10/10► 6. Climate 10/10► 7. Entertainment V. Good► 8. Golf Tradition 8/10► PLUS - Some very rare USP’s that nobody in North America or Northern Europe has got.
What I see when I look at the Golf Tourism Product in Colombia.
Who is the Market?► Who do you think is your potential Golf Tourist?► What socio-economic Sector?
Golf is played by wealthy people in Colombia.But wealthy Colombians are not your market.There are wealthy – luxury – golf tourists in your potential markets. But most golfers in your main markets are likely to be middle income. Many will be retirees.
► In Escocia they thought they knew their market.► Really, they just expected tourists to come because it was Escocia - the home of Golf. They were lazy about their market.► They only woke up when they realised how much market share they were losing to Ireland – and also to Spain and Portugal.► So last year they conducted the most detailed research study they have ever done on Golf Tourism. They were very surprised at what they discovered.
Introduction►The objective of this research was to create golfer typologies , in order to help to target communications and marketing activities.►Golfers were segmented according to their attitudes and motivations towards golf, as well as their behaviour towards golfing breaks and holidays.►8 golfer segments were created from this research.
Attitudes Towards Golf Breaks In Scotland Research Golfer Typologies Prepared for:VisitScotland By Scott Porter Research & Marketing June 2006► http://www.visitscotland.org/pdf/golfer_ty pologies.pdf
Colombia’s Golf (& Activity) Tourism Market?► I can tell you what I think – but my opinion is educated guesswork, based on my experience.► Colombia needs to do what they have (finally) had to do in Scotland.► Without market research (and evaluation) you don’t know if you are spending your marketing budgets well - or not.
Assets for Golf Tourism1. Very high quality golf courses in Colombia. As good – and better – than many, many courses in the US and Canada, and in the other main golf tourism markets.2. Recreation & sports facilities that you will not find in the US, Canada, Scotland, Ireland, England. (You will find a similar range of all-round sports facilities in Germany, Spain & Portugal – but they are usually inaccessible to the tourist visitor. Very few of them are of a similar standard to what you have in Colombia.)
Potential LimitationsA. Shortage of Direct Flights from your main markets.Air Canada: Toronto-BogotaIberia: Madrid – BogotaJet Blue: NY – Bogota (November 2012)KLM:Avianca:
► B. Internal (domestic flights).► Communication from airline to passengers is not always good.► Travel between cities in Colombia can be unnecessarily complicated.► (Tour Operators are important elements in requiring good standards of service.)
Advantages► 1. Your people.► 2. Product quality.► 3. Product Diversity.► 4. Cost of Golf & Recreation facilities is very reasonable for visitors. Cost of golf club rentals AND caddy are reasonable.► 5. Exotic birds, vegetation, wildlife. Excellent eco- tourism products.► 6. Year-round Climate.
MARKETING FOR GOLF (AND RECREATION)► QUESTION # 1:► How are the potential Golf Tourists going to find out about Golf in Colombia?
Golf/Activity Vacation Research► Most golf tourists do their destination research on the Internet.► Therefore information must be available in English, and – in time – in Swedish, German & French too.
Question 2:► Who makes the decisions about where to go if a Family is going on a vacation?
DECISION MAKER► Often it is the son or the daughter.► Father & Mother are busy.► The kids do the research ON-LINE. They can have a major influence on where the family goes.
Advance Booking Time► Over 50% of Golf Tourists will book 1 to 6 months ahead.► More than 25% are booked more than 6 months ahead. (These are usually group bookings.)
Brief Profile of Consumers► Consumers are predominantly male. The majority are middle aged (40-55) or retired (55+). Professional and managerial groups dominate the sector. Golf tourists are likely to be members of golf clubs at home.► United States: Golf participants are generally affluent, they have a higher than average annual income. 65% of American golfers earn over $50,000 a year. 65% of golfers are over 40 years of age and 80% are male.► United Kingdom: Golfers are mainly (78%) male. 62% are aged between 35-60 and 42% are from a more affluent socio-economic grouping.► Canada: Predominantly male. Average age 48 years. The Canadian consumer tends to combine golfing with business trips. Likely to be well educated with a graduate or undergraduate degree. The Greater Toronto Area is a key generating area.► France: 65% are male, although 70% of golfing tourists will travel with their partner or spouse.
Some Inexpensive Marketing OpportunitiesGolf magazinesTravel Golf.com - http://www.travelgolf.comTravel and Leisure Golf - http://www.travelandleisure.com/tlgolfGolf Today - http://www.golftoday.co.ukBroadsheet newspapers like the New York Times (in the US) and The Times and Daily Telegraph (in the UK) are good options for marketing and distribution. The are read by professionals in the right socio-economic group.USA Today - travel section - http://www.usatoday.com/travelNew York Times - travel section - http://travel.nytimes.comThe Times (UK) - travel section - http://travel.timesonline.co.uk/to/life_and_style/travelTelegraph (UK) - travel section - http://www.telegraph.co.uk/travelFaz Frankfurter Allgemeine Zeitung (Germany) - http://www.faz.netAlso, Direct Promotions targeted at golf clubs and their members can be effective.
Social NetworksThe Golf Spacehttp://www.thegolfspace.com19thHole.com – Social network for golfershttp://www.19thhole.comIGolf.to – Social networking portal.http://www.igolf.to
Trade FairsNational Golf ExpoUnited StatesFebruaryhttp://www.paragonexpo.com/213.htmlThe Vancouver Golf & Travel ShowCanadaFebruaryhttp://www.vancouvergolfshow.comPGA of Americahttp://www.pga.comInternational Association of Golf Tour Operatorshttp://www.iagto.com
Organisations/Institutions in the CaribbeanCaribbean Golf Association (CGA)http://cgagolfnet.comOther regional sub-organisations exist - such as the TTGA (Trinidad and Tobago Golf Association)http://www.trinidadandtobagogolfassociation.com
Website►A Single Portal Website is essential for Colombia’s Golf & Activity Tourism Product and all its supporting components (accommodation, transportation, restaurants & food services, sports stores, social activities, etc.)► There are some good examples of effective designs available.
Follow - up► Repeat business is a lot easier than new business.► The little things are important to ensure that you get repeat business.► The follow-up – maybe 2-3 times a year to a previous guest (by email). A gentle message to say that you are thinking of them. (To go out during the planning ‘window’.)► If I get a message like that from a golf club I will very likely play there again.► Most travelers actually like to stay in familiar surroundings when they ravel to distant places.
Tour Operators► Essential to Golf/Activity/Eco Tourism in Colombia.► Tour Operators provide interpretation for social, cultural and linguistic needs. They help to establish a ‘comfort zone’ for tourists.
Partnerships► Essential for a young industry like Golf Tourism in Colombia.► The further away you spend your marketing money, the more it costs and the less effective it becomes.► Good Partners can make the marketing money go much further.
How do Partnerships Work?► For the purposes of Golf Tourism, marketing partnerships can be either:► Incentive-based. Commissioned or salaried.► Reciprocal. What can I give you to balance what I need from you?
How do you find good Partners?► You know the story: You get a partner and everything is fine for a while. Then the partner slacks off and nothing more happens. So we blame the partner. But the hand that points the gun has three fingers that point back at us.► The fact is, there are lots of companies out there who want to partner with you BUT very few who will be the RIGHT partner for you.► Rule # 1: Horses for courses. Make sure that the core strengths of your partner corresponds with the areas where you have need.► Often that will be in the same areas where you have core strength in your own country/area of operation.
► The right partner(s) must share a vision with you.► Their objectives have to be compatible with yours.► Sounds obvious? So why are those simple facts often ignored?
► To be successful a partnership MUST share a Strategy.► That does not come by itself.► An effective strategy needs work from all the partners in an enterprise.► It takes time, research, intelligence and hard, focused work.
So: Simple Rule # 2:► Partnerships take time and a lot of hard work.► They don’t just happen because you signed an agreement or a contract.► Partnerships have to be built. This takes time. It is like developing a friendship. And the core ingredient of a friendship is trust. It takes time to develop trust
Rule # 3: Communication► Must be regular and honest.► Communication is absolutely critical to a successful partnership.► Regular strategy meetings are essential. Can be done via teleconferencing. (Small operators can use Skype.)► These are part of a regular monitoring and evaluation process► Partners need to set reasonable performance goals that they can agree on. And then monitor progress, and evaluate results.
Monitoring and evaluation► Key elements of any successful partnership.► Without MONITORING you do not have an accurate idea of your performance.► Without EVALUATION you cannot improve your product or adapt it to changing circumstances.► In a partnership it is important to do this from the very beginning , so that questions about the outcome of the partnership (AND the money and time that has been spent on it) can be answered - AND the added value of the partnership’s work can be made visible.
►Questions about performance will arise not only from outside, but also from inside the partnership.►Partners need to demonstrate where and how they are successful – and if they are not, they need to indicate how their strategy is to be changed.
How do you find the Right Partner?1. Some basic questions for you both:► What is the aim of the partnership? Does it make sense?► What are the partnerships specific goals and objectives?► What can the partners achieve working together rather than separately?► Which organizations—& types of organizations—can you most usefully work with?► What are the measures of success?► How will the partners work together?► How will information be shared? (Procedures and Practices.)► How will the partnership be funded initially and over the long-term? (This may be obvious, but it is an important part of the process.)► What is the timescale? Different timelines must be reconciled. (E.g. Government may work on 3 to 5-year plans. Private sector and civil society participants may work on different time horizons.► Where will the partnership focus its efforts, both initially and over the long-term?
Some basic questions to ask the potential partner:► Are there any areas where you need help?► What are your needs?► What kinds of assets could you bring to help us in what we are trying to do?► What are your strengths and weaknesses?► How are you perceived in your field, community or country?► How would you improve your own relationship/image with the community?► If you could change something about your company what would it be?► If I could show you a way to address the needs you mention, would you be interested?
Different types/levels of partnerships► Appropriate partners will be dependent on the size, reach and mandate of an organisation.► Obviously organizations like Proexport Hotel Chains Small hotels Tour Operators Golf Clubs will each attract different kinds of partners.
Examples of Potential Partners for Golf AND Activity Tourism to Colombia1. Small Group Tour Operators (Intrepid [Australia – but worldwide]; GAP [Canada}; Abercrombie & Kent; TAUCK; Imaginative Traveller [UK].2. Adventure Tour Operators. They must be relevant to the market segments you are targeting. (Adventures Abroad; Overseas Adventure Travel [US]; The Adventure Company [UK])3. Companies that specialize in Website—Direct Package Sales. THIS IS ESSENTIAL.4. Some Travel Agent networks, groups & chains. (The Travel Network [Canada]; MyTravel [UK])
Other Important International Golf Tour Operators► Golf Holidays - United States (San Diego) http://www.golfholidays-online.com► Golfbreaks.com - United Kingdom http://www.golfbreaks.com► 4Golf.com (UK) http://www.4golf.com The INTA Group. It has several subsidiary companies including BillGoff Holidays, Teetimesanywhere.com, Longshot Golf and Jack High Holidays. This group is the UKs largest golf travel specialist, with over 25 years travel experience.► Direct Golf Holidays ( Spain) http://www.directgolfholidays.com Email: email@example.com
Partners for Bigger Organisations Airlines: Air Canada, KLM, British Airways, Jet Blue, United Airlines, American Airlines, Thomas Cook, Air Transat, Avianca. Travel Agent chains – Marlin, UK High Street chains. MICE Travel Planners & Operators. Organizations like the American Assoc. of Travel Agents (ASTA)