How running a golf course like an airline could boost revenue

What if a golf course… … would be run like an airline? Roy Scheerder VP Marketing KLM An analysis on golf course commercial exploitation Amsterdam, 3 December 09

KLM First Half Year Results dd-mm-2008 Name of presentation - Version 1.01 Passenger Cargo Maintenance Other Total H1 2008-09* H1 2009-10 26 38 68 -344 473 -353 86 55 592 -543

KLM and Golf dd-mm-2008 Name of presentation - Version 1.01

What if... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],dd-mm-2008 Name of presentation - Version 1.01

My Golf Course: KLM Glasgow G&C Club dd-mm-2008 Name of presentation - Version 1.01

Commercial approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],dd-mm-2008 Name of presentation - Version 1.01

The targetted consumer dd-mm-2008 Name of presentation - Version 1.01 “ I would like to play golf without hassle in the limited time that I have left”

Offering dd-mm-2008 Name of presentation - Version 1.01 ,[object Object],[object Object],[object Object],[object Object],[object Object],Economy Tee Time ,[object Object],[object Object],[object Object],[object Object],[object Object],Business Tee Time

Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],dd-mm-2008 Name of presentation - Version 1.01

Fare Grid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],dd-mm-2008 Name of presentation - Version 1.01

Availability ,[object Object],[object Object],[object Object],[object Object],[object Object],dd-mm-2008 Name of presentation - Version 1.01

Availability Grid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],dd-mm-2008 Name of presentation - Version 1.01

Distribution dd-mm-2008 Name of presentation - Version 1.01

dd-mm-2008 Name of presentation - Version 1.01

Marketing dd-mm-2008 Name of presentation - Version 1.01

Check In dd-mm-2008 Name of presentation - Version 1.01

Why didn’t it work out? ,[object Object],[object Object],[object Object],[object Object],[object Object],dd-mm-2008 Name of presentation - Version 1.01

Alliances dd-mm-2008 Name of presentation - Version 1.01

Conclusion ,[object Object],[object Object],[object Object],[object Object],dd-mm-2008 Name of presentation - Version 1.01

How running a golf course like an airline could boost revenue

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