New survey unveils golfers’ habits
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British golf travellers are more likely to visit resorts recommended by friends and prefer half-board over other accommodation types, a new survey has revealed.
Results from the International Golf Travel Market (IGTM) from 9,500 golfers across the UK & Ireland, Scandinavia, Germany and France found that after recommendations golfers looked to specialist tour operators and then golf magazines for inspiration.
However, only 40% book through an operator, with the rest booking independently. Half-board accommodation was the most popular option (28.3%) while 14.7% of Brits preferred bed & breakfast.
“What’s striking about this research is that the majority of golf holidays are now booked independently and online, yet the key factor influencing golfers in their initial research remains friends’ recommendation, a trusted source of information and first-hand experience,” said Peter Grimster, exhibition manager of IGTM. “The importance of word-of-mouth, from friends and golf professionals, underlines the importance of customer service as guests become ambassadors for that destination or resort.”