For golf operators of the future, effective golf management systems must be built on a highly integrated experience that features a point of sale (POS) system. That system has to communicate with every part of the tee sheet and customer resource management (CRM) system. While the average golf management suite includes standard features such as reporting, online booking, and member management, a truly futuristic golf management system doesn’t require any serious hardware investments, and improves regularly with monthly updates and feature addons.
In this white paper we’re going to take a look at how online distributors have affected the industry and why an integrated club management system can pull all these concepts together.
For the golf industry, the past decade has been marked by one specific disruption: online tee time distribution. Since the the early 2000’s a multitude of golf operators have allowed a large portion of their tee times to be bought and sold and online by a number of online distributors. In principle, these platforms look very promising. Golf operators don’t have time to create their own online marketing strategy or leverage their own online booking engines to promote tee times, so it’s a no-brainer to market tee times online through an aggregator. What’s so promising about these tee time aggregators is their ability to broadcast tee times to a huge audience, generate a lot of clicks, and ultimately drive bookings to the course.
The problem is that these booking platforms have become so popular among golfers, most golf operators feel obligated to keep giving huge portions of their tee sheet away in order keep attracting players to their course. Unfortunately, when operators do this they sometimes get cannibalized by their own distributors who can discount tee times against full price rounds by up to 80%. This has resulted in a long decline in green fees for many golf courses.