London, England: As consumers become increasingly protective of their online privacy and competition for attention intensifies, experts at the European Tour Group and European Tour Destinations have identified three key areas that can help golf destinations drive more direct online business.

So far in 2024, this segment has accounted for 42% of all bookings, underscoring the importance of a targeted digital approach to ensure its continued growth.

In a new multi-media feature, ‘Data-driven Digital Marketing’, Claudia Bowman, Head of Marketing and CRM at the European Tour Group, shares learnings from the DP World Tour’s digital marketing activities that could help golf venues achieve new and repeat direct business, while the Head of European Tour Destinations, Ian Knox, explains how defined digital marketing strategies, including advertising on social media, can help capitalise on such a profitable revenue stream.

“With an estimated 5.17 billion social media users worldwide who, on average use 6.7 different social networks per month, it is no surprise that social media advertising is on the up,” said Knox.

“The opportunity to reach target customers with laser precision has never been more compelling – and straightforward. However, it’s becoming more challenging to ensure your message is seen amid the competition.”

Bowman added: “Grabbing consumers’ interest, coupled with the fact that only 17% of them allow their data to be tracked, means golf destinations need to think carefully about ways they can earn and foster trust with existing and potential customers.

“It is, therefore, critical golf destinations to create engaging digital content, use multiple touchpoints to gather owned customer data, and funnel this information through customer relationship management tools to help earn customer loyalty.”

‘Data-driven Digital Marketing’ zeroes in on: social media advertising, data capture and content management, and customer relationship management, while sharing best practice examples to help golf venues determine their digital marketing strategies for 2025 and capitalise on the growing and lucrative direct online business segment.

European Tour Destinations comprises a network of world class venues that all have a close association with the European Tour Group. As a member, venues can gain exclusive access to significant expertise from leading figureheads who work across the group.

Singapore’s Laguna National Golf Resort Club, a Facility member of the Asian Golf Industry Federation, is among a handful of clubs in Asia that are a European Tour Destination.