Finding ways for the estimated 750,000 social golfers in Australia to play more golf is a key driver for Golf Australia.
There is no doubt that societal changes have impacted on the traditional golf club model. As the GM of one of Australia’s premier clubs said recently, “When you notice your feeder clubs feeling the pinch we know that it’s in our collective interest to see the improved health of the sport at all levels, including the social golfer space.”
The Qantas Golf Club was launched six months ago. We are excited to announce that the program has now registered in excess of 34,000 participants and over 110 golf clubs have made tee times available, all of which can be booked online. Events have also been held across the country and a significant marketing campaign run to promote the program and raise the profile of golf.
Clubs hosting members of the Qantas Golf Club not only see it as a way to generate green fee revenue, but in many cases they see it as a way to showcase their facilities and encourage Qantas Golf Club members to become a member of their club, or to use other services such as golf lessons. Of the 34,000 Qantas Club members, a staggering 59% of them don’t yet have a handicap.
The greater the number of clubs involved, the more attractive the Qantas Golf Club offer becomes for members of the program and golf courses alike. This will be achieved by utilising Qantas’ marketing capabilities to promote the game of golf to golfers that are looking for new opportunities to play golf. Whilst it is pleasing to see 110 clubs have joined already, additional clubs are being contacted by Qantas Golf Club to explain the program.
Whist many managers are seeing the potential of the program, it can be at board level that the advantages are not yet fully understood so we are taking the opportunity to provide answers to some of the frequently asked questions.
How is Qantas Golf Club helping the development of golf?
The answer lies in Qantas’ ability to expose golf to a new and sizable audience. Numbering over 10 million members, Qantas has one of the largest engaged and refined databases in the country. Qantas research has indicated that approximately 1.5 million of its members have indicated an interest in golf, with a large proportion of them being social golfers. A bespoke golf program allows Qantas to further engage its Qantas Frequent Flyers, which in turn encourages more people to be involved in a sport that they are passionate about.
What does this mean for participating clubs?
In short, it means more exposure to golf promotions, the breaking down of barriers to entry and the ability to discover and play on a variety of courses across the country. People can join the Qantas Golf Club and get access a unique array of golfing benefits including the ability to book tee times directly with participating clubs. As Qantas Golf Club members start playing more golf and progress through their participation pathway they get the opportunity to obtain a recognised Golf Australia handicap and greater access to play golf at facilities across the country.
What does this mean for clubs?
Participating in the Qantas Golf Club will provide exposure of your golf course to a significant golfing audience while driving revenue for tee times that you control as well as ancillary spends on food and beverage and in the Pro Shop. It will provide the opportunity to engage with a social golfer who may well be looking for a home club to join.
Won’t Qantas Golf Club draw members away from clubs?
GA have taken extensive steps in the preparation of this program with Qantas to ensure that it is not to the detriment of existing Australian golf clubs or their membership. We will be monitoring the membership data on an ongoing basis to ensure it is having a positive impact on club health. Qantas recognises that this program relies on the support of golf clubs across the country and understands that it needs to deliver a positive impact to the industry.
What exposure would our golf club get from being involved with Qantas Golf Club?
In just six months the Qantas Golf Club has become a major brand in the golf environment. This is mainly due to its commitment to marketing golf and the Qantas Golf Club to its 10 million Frequent Flyer members. The marketing of the Qantas Golf Club and its associated participating clubs has included a major brand campaign through Melbourne, Sydney and Brisbane airports. The brand campaign has included airport signage through the terminals and at boarding gates, main road billboards, in flight television, inflight magazine and on the back of Qantas boarding passes.
Ongoing direct communication with its growing membership base has also exposed Qantas Golf Club members to over 110 golf courses as well as providing the opportunity to play at some of Australia’s leading golf courses such as: Royal Melbourne, Huntingdale and Royal Adelaide in the Championship series. In addition, Qantas Golf Club members have had the unique opportunity to enjoy a golf clinic with Greg Norman and golf at New South Wales Golf Club.
Wouldn’t being exposed to a third party promotion damage our private club brand?
As the landscape in golf clubs keeps on changing, clubs are being asked to try new things to engage with casual golfers and to create the next generation of club members. Qantas Golf Club provides an opportunity to engage people who are already enjoying the game, whilst earning green fee and additional spend revenue from the tee times offered. Qantas is also a premium brand and recognises the importance of respecting its members accordingly.
In summary, the whole is greater than the sum of its parts. Qantas Golf Club can expose golf to a large audience, reduce the barriers to entry, encourage and reward participation, introduce people to play golf at new golf clubs and allow golf clubs the opportunity to engage with potential future members.
All clubs are encouraged to sign up and get on board, help grow the game of golf and see where the opportunities take you. For more information on how your club could benefit from participating in the Qantas Golf Club or to arrange a meeting please contact James Cooper at the Qantas Golf Club on 1300 733 465