Over 33% of golfers use social media to research holidays
17th November, 2011 by Emma Williams
A new survey published at the International Golf Travel Market (IGTM) in Belek, Turkey, reveals that UK golfers are most influenced by friends’ recommendations and ‘word-of-mouth’ when researching golf holidays. It also found that more than a third of UK golfers used a social media website when researching their last golf holiday, with Trip Advisor being the most referenced source.
The report, commissioned by Reed Travel Exhibitions, organisers of IGTM, in conjunction with SPORTS MARKETING SURVEYS INC and Golf Monthly magazine, details the key influences on UK golfers and their choice of golf holiday destinations, while underlining the growing importance of social media.
It found that 70 per cent of golfers in the UK, the largest source of golf travellers in the Europe, Middle East and Africa region, considered advice and information from golfing friends as important or very important when researching where to take a golf break.
The next most important factors were golf magazines (43 per cent), golf professional recommendations (42 per cent) and online blogs and course reviews (35 per cent).
The research also revealed that more than a third of UK golfers used a social media website when researching their last golf holiday, while almost half of under 30-year-olds used social media sites for research.
Trip Advisor was the most referenced source (26.3 per cent) and among those who did use social media, a quarter changed the hotel they were due to stay in based on reviews.
Peter Grimster, IGTM exhibition manager, said: “The implication for destinations and resorts is clear – every visitor can be an ambassador or influencer for your business, so you must ensure that your product, service and customer experience is outstanding and memorable for all the right reasons.”
According to Sports Marketing Surveys Inc.’s research, there are 3.9 million golfers in the UK (of whom 1.6 million play at least 12 times a year), the largest golf market in Europe. More than 2,400 UK golfers were surveyed for the report.
The report also asked UK golfers what were the most important factors when booking their golf holiday.
Top of the list came a destination’s selection of golf courses (68 per cent), holiday price (65 per cent) and whether golf was included in the package (63.5 per cent).