Foremost Golf has just announced that Your Golf Travel, the world’s largest golf travel operator (3,000 destinations in 22 countries, more than 200,000 golf travelers annually), as its new Approved Travel Partner.
The agreement will see Foremost’s Elite Marketing Programme (EMP) members provided with a comprehensive range of travel support, including full digital newsletter coverage, a dedicated section in members’ personal EMP websites, and a bespoke ‘white label’ website where golfers can book trips with Your Golf Travel.
As well as receiving significant digital marketing support to increase customer awareness of the travel opportunities that Your Golf Travel provides, EMP members will be able to take advantage of an incremental revenue stream with the opportunity for additional income to be earned through organising and hosting tuition breaks.
Additional benefits to EMP members include the opportunity throughout the year to ‘opt-in’ to hosted golf trips to take groups away, as well as local golf trip offers based on the professional’s geographical location.
“By partnering with the world’s largest golf travel business, our EMP members will have access to a lucrative revenue stream with incentivised opportunities available.” said Foremost Company Director, Andy Martin.
“Incentivising the purchase of travel products with in-store benefits can also prove lucrative to club professionals, with the value created for the consumer more likely to drive them back to the shop.” commented Your Golf Travel’s Head of Commercial Partnerships, Euan Gillon.
Are Foremost Golf & Your Golf Travel redefining convenience?
This is a bold action in a certain sense since they are removing a possible friction from the shopping experience and facilitating future cross-promotional opportunities. Although we are not necessarily in golf holiday planning mindset or mood when we visit Foremost Golf website and its partners’ website, but by presenting golf holiday packages we can generate awareness and interest to potential golf travelers.
Google’s “The 2014 Traveler’s Road to Decision” study found search engine is the most popular online travel planning source for leisure travelers. Furthermore, people are looking for inspiration mainly on social networking, photo (Instagram) and video sites (YouTube!!). My online travel package sales experience can confirm partially Google’s findings. Appearance on relevant on lifestyle websites can be useful as well.
However, it will be a good learning opportunity to understand whether it is possible in this context to engage potential customers with golf travel offers. Your Golf Travel will be able to test whether Foremost Golf and its partners’ websites are profitable marketplaces for his business. Last, but not least, the potential access to customer data can be valuable for Your Golf Travel. What do you think?
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