I think my American and Australian readers will be much more familiar with Pacific Links International, the world’s premier golf network.
The reason why I thought to highlight Pacific Links International to you is that the number of Pacific Links Network Clubs situated across North America, Europe, Australia, Japan and South East Asia has increased by almost 100 properties year-to-date and now totals more than 300 clubs across 32 countries.
As a result, a total of approximately 120,000 golfers are now able to enjoy access at some of the world’s finest golfing venues. The new business goal is to expand Pacific Links International affiliate network to encompass 500 properties.
At Pacific Links International are explaining the exceptional growth in the first half of 2018 by two major agreements.
The first is the agreement with US-based Arcis Golf, whereby members of Pacific Links Network Clubs will receive access to Arcis Golf properties which comprises 50-plus golf clubs, including
- The Oaks at Valencia in California;
- LPGA International, Florida;
- Cowboys Golf Club, Texas;
- Raven Golf Club, Phoenix;
- and The Club at Snoqualmie Ridge, Washington.
As a result of the agreement, Arcis members will be welcome to play at clubs within the Pacific Links Golf Network, which includes
- Evian Resort Golf Club, France;
- Laguna National G&CC, Singapore;
- Dragon Ridge CC, Las Vegas;
- and Quinta Do Lago, Portugal.
The second reason for the impressive growth is another agreement. Pacific Links International has also added eight of Paris’ finest golfing venues to its portfolio through an agreement with UGolf, the No.1 golf facility operator in France, providing further opportunities for members of Network Clubs to experience golf in new and exciting destinations.
These are the new 8 golf clubs from the Paris region:
- Golf du Domaine d’Apremont,
- Golf du Chateau de Cely,
- Golf du Chateau de Rochefort,
- Golf du Chateau de Raray,
- Golf du Domaine du Coudray,
- Golf du Domaine de Courson,
- Golf du Domaine de Bethemont,
- and Golf du Domaine de Feucherolles.
Rudy Anderson, President and Chief Executive Officer of Pacific Links North America explained the significant growth (this could be the third reason may be) by their network model among ownership groups and golf club management.
The Pacific Links International grew also in Asia. Since January 1, 2018, its International Membership has grown by more than 1,500 golfers to reach 13,000, representing growth of 14% in just five months.
An interesting figure from 2017. In 2017 alone, it organized and escorted 449 groups to almost every corner of the globe, with 4,689 members and guests playing golf in the likes of Spain and Abu Dhabi.
Members also had been to Germany and Austria for the first time, whilst others visited Augusta National in Georgia for the 2018 Masters Tournament.
Pacific Links International – golf tourism trends in 2018
What I cannot see at Pacific Links International, is how do they utilize technology to provide a personalized experience to their business partners and customers to achieve brand loyalty. Or how they want to play an even bigger role in golf travelers’ experiences.
I also miss mobile solutions not just for customer service purposes, but also to predict golf travelers’ expectations (e.g. solve problems in real time) and needs.
Skift says that there is an erosion of traditional silos in travel. This erosion is transforming travel brands into true experience platforms, or channels through which we, the travelers, can have our vacation and business trip experiences shaped and guided not by a multitude of companies, but by just a handful — and soon, maybe only one.
I would think about how to turn Pacific Links International into a community hub of golfers. Let’s go a little bit further as an added value for business partners I would think about how to help PLI business partners to strengthen their relationship with their customers.