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New European study reveals importance of non-golf activities in booking golf breaks

A new study has revealed the importance of spa, leisure and other non-golf activities European golfers now consider influential when booking a golf holiday.

LandMark Media

The report, produced for International Golf Travel Market (IGTM) – the world’s leading global B2B event for golf tourism suppliers, buyers and media – by their official research partner SPORTS MARKETING SURVEYS INC., is based on responses from more than 9,500 core golfers* across Europe’s four largest golf markets – the UK, France, Germany and Sweden.

The study showed that UK (74%) and Swedish (72%) golfers placed the highest value on the proximity to local bars and restaurants when selecting a golf holiday, while less than half (44%) of German golfers considered this an influential factor.

German and French golfers were revealed as placing the most importance on having on-site spa facilities when booking a break, with 41% and 40% respectively, compared with only 18% of Swedish and 15% of UK golfers.

Of the European markets surveyed, UK golfers placed the least value on having access to a swimming pool (29%), with nearly twice the number of French golfers (57%) rating it as important or very important.

French golfers scored highest across several categories of the survey, with 65% stating that having ‘non-golf’ activities nearby was one of the most important factors in their choice of golf holiday, a margin of between 29% and 40% above the other markets surveyed.

Over half of French golfers (51%) also deemed the ability to combine a golf break with a family holiday as important or very important – compared to less than a third (29%) of Germans, and less than a quarter of Swedes (23%) and UK golfers (22%).

Commenting on the research, Alison Gilmore, Portfolio Director, Luxury and Lifestyle Events, Reed Exhibitions, said:

“While the quality of the golf courses, value for money and standard of accommodation continue to be key factors across all markets, it is interesting to note the importance of off-course facilities such as spas, swimming pools and local gastronomy to most of today’s core European golfers when it comes to booking their golf holidays.  

“This intelligence should prove valuable to golf destinations when formulating their marketing strategies for different markets across Europe, providing insight to both resorts and tour operators on what is really important for today’s travelling golfer.”

For more information on the report and about the 2018 edition of IGTM, please visit: www.igtm.wtm.com

* core golfers include those playing at least 12 times per year

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