2. Agenda
• Seizing Segmentation
• Women’s Market
• The Power of the Golfer as Traveler
• 2005 Golf Travel & Destination Study
• Planning Golf Vacations
• Destination Awareness
• Golfer Perceptions
• Process of Vacation Planning
• The Role of the Media
4. Seizing Segmentation
GODSPELL
God’s Waiting Room
Meets
Becomes Today’s New Generation
For Marketers
4
5. Seizing Segmentation
“To be successful in reaching the growing Boomer market, we can’t let the
past get in our eyes… put aside the old, negative stereotypes, cast aside
previous assumptions and begin to look at this population through a new
lens.”
– William D. Novelli
5
6. Seizing Segmentation
The Power of the Boomer Market
• 78 million baby boomers range in age from 40 to 58
• The Boomer population controls $28 trillion or 67% of our nation’s
wealth, plus:
– 40% of all mutual funds
– 60% of all annuities
– 48% of all luxury cars Source: Age Wave, Inc.
Median net worth of households – 2000 Census
Headed by leading
$112,000
edge Boomers
Headed by someone
$7,000
under age 35
6
7. Seizing Segmentation
TOMORROW
• Economists estimate than Boomers will experience the greatest wealth transfer in
history – $12 trillion over the next 20 years and $161 billion alone in 2003
inheritances according to Boston University economist Laurence Kotlikoff.
“The impact of the aging population on markets, employers and cultures cannot be
overstated. Just as the Baby Boom flooded maternity wards, ignited school
construction and made youth the cultural icon of the ’50s, ’60s and ’70s, the Senior
Boom of this century will shape the 2010s, ’20s and ’30s.”
– Richard Hobbs, American Institute of Architects
7
8. Seizing Segmentation
Unlocking the Boomer Mindset – Not Your Father’s Retiree
• Idealism
• Spiritualism
• “Been there, done that” (rejection of the ordinary – experience seekers)
• Fun & Novelty
• Instant Gratification
• Selfishness
• Rejection of Traditional Values
8
9. Seizing Segmentation
Unlocking the Boomer Mindset – Not Your Father’s Retiree
Compared to My Parents…
…I plan to work at least part- …I’m confident that I will have
…I’m more self-indulgent time during retirement enough to retire in comfort
75% 80% 65%
Agree Agree Agree
9
Source: Study of 2,000 Baby Boomers – NOP World
10. Seizing Segmentation
45 is the New 25!
“We are all beginning to realize that because we are
living longer, old may not begin until 75 or 80”
– Ken Dychtwald, Age Wave, NY Times, 12/01/2003
Vibrant ▪ Active ▪ Free To Spend
Considerable Wealth ▪ Seeking
Relevance ▪ Re-inventing
Retirement
10
11. Seizing Segmentation
And The Golf Lifestyle Is In Synch With Many Of “Life’s Rewarded”
& “Country Club Elite”
Competitive • Brand Conscious • Pursuing the Best •
The Club Community and Travel As Important Anchors
11
16. The Power of the Golfer as Traveler
Golf Travel Has Seen Significant Growth in The U.S.
Estimated Number of Golf Travelers
(In Millions)
+31%
1989 2002
8.5 Golf Traveler: A golfer who
played at least once in the
past year while traveling on
6.5
business, vacation, or a golf-
only trip
+79%
2.5
1.4
Women Men
16
Source: The National Golf Foundation: Golf Travel in the U.S. 1990, 2003
17. The Power of the Golfer as Traveler
Golfers Are Even More Likely Than Non-Golfers to Be Avid Travelers
(5+ Domestic Trips )
INDEX
+14% +5% (100=U.S. Average)
221
211
185
89 86 85
Golfers Non-Golfers
2002 2003 2004
Source: MRI Spring 2004, MRI Fall 2003,
17
MRI Doublebase 2002
18. The Power of the Golfer as Traveler
The Golf Traveler: A More Affluent Traveler
NON-GOLF TRAVELER NON-GOLF TRAVELER
$51,700 $180,120
Median
Median
GOLF TRAVELER GOLF TRAVELER
Home
$83,471 $266,852
HHI
Value
TRAVELER TRAVELER
$68,136 $218,782
Golf Traveler: Played golf on vacation in past year
Traveler: Taken 1+ trip in past year
18
Source: MRI Fall 2005
19. The Power of the Golfer as Traveler
The Golf Traveler: A More Affluent Traveler
• Last Year Travel Expenditures Amongst Golfers Exceeded $87.4 Billion
– Spending nearly more than twice that of non-golfers on a per person basis
Golf Travel
$19.5
Non-Golf
22%
Leisure Travel $36.7
42%
$31.2
36%
Non-Golf
Business Travel
19
Sources: RRC calculation of TIA and NGF data
20. The Power of the Golfer as Traveler
The Golf Traveler: A More Affluent Traveler
INDEX: 100 = U.S. Average
GOLF TRAVELER GOLF TRAVELER
Spent
295 518
Taken
$5,000+
7+ NON-GOLF
NON-GOLF TRAVELER
on
96 91
TRAVELER
Round
Domestic
Trips
TRAVELER Trips TRAVELER
187 187
GOLF TRAVELER 176
Golf Traveler: Played golf on
Taken
NON-GOLF vacation in past year
Cruise of 98
TRAVELER
1+ Days Cruise Travel: Past 3 Years
TRAVELER 158
20
Source: MRI Fall 2005
21. The Power of the Golfer as Traveler
The Golf Traveler: A More Active Traveler
INDEX: 100 = U.S. Average
GOLF TRAVELER 211
Car
NON-GOLF
Rental
98
TRAVELER
TRAVELER 153
Golf Traveler: Played golf on vacation in past
year
Car Rental: Any Use/Rented last 12 months
GOLF TRAVELER 307
Spent 15+
NON-GOLF
Nights in 96
TRAVELER
Hotel/Motel
TRAVELER 174
21
Source: MRI Fall 2005
22. The Power of the Golfer as Traveler
The Golf Traveler: Spends More On Vacations
Participated in the Following on Vacation
(Spent $2,000+ on Domestic Vacation in Past Year)
2005
# of People
Golf 1,371,000
Bicycling 882,000
Running/Jogging 661,000
Health Spa/Retreat 818,000
Snow Skiing 685,000
Play Tennis 219,000
22
Source: MRI Fall 2005
23. The Power of the Golfer as Traveler
The Golf Traveler
Golf is the #1 Sport Among Affluent Travelers (2004 MMR)
Tennis Backpackers/
Players Sailors Skiers Campers Golfers
Target (millions) (millions) (millions) (millions) (millions)
Took a Domestic Airline Round Trip
in the Past Year 4.5 1.6 4.4 7.5 10.2
Took a Domestic Airline Round Trip
for Business in the Past Year 2.0 1.0 2.0 3.3 5.1
Took a Domestic Airline Round Trip
for Vacation in the Past Year 4.1 1.5 4.0 6.3 8.9
Took a Foreign Airline Round Trip
in the Past Year 2.2 1.0 1.2 2.7 3.8
Took a Foreign Airline Round Trip
for Business in the Past Year 0.6 0.2 0.5 0.6 1.1
Took a Foreign Airline Round Trip
for Vacation in the Past Year 1.9 0.8 1.6 2.2 3.0
Member of a Frequent Flyer Program 2.2 0.8 2.1 3.4 4.8
Base: Heads-of-Households; HHI: $75,000+
23
Source: Mendelsohn Affluent Head-of-Household Study 2005
25. 2005 Golf Travel & Destination Study
General Travel Up Across the Board in 2004!
Took Trip Past 12 Months Took Air Flight 12 Months
Vacation/ Vacation/
93% 68%
Pleasure/ Pleasure/
Personal Personal
91% 64%
2004 2004
41% 30%
Business Business
Only Only
2002 2002
38% 30%
36% 25%
Business/ Business/
Vacation Vacation
29% 20%
• 46% said they flew more than a year ago!
25
26. 2005 Golf Travel & Destination Study
Golf Vacation Travel Increased Measurably!
Took Golf Trip Past 12 Months
58%
Golf Vacation
52%
65%
Vacation Where Golf
was Played 64%
2004
26%
Business Trip Where
Golf was Played 27% 2002
15%
Trip to Play in
Tournament 15%
87%
Any Trip Where Golf
Was Played 86%
26
27. 2005 Golf Travel & Destination Study
A Powerful Travel Base
In the Past Twelve Months Golf Digest Subscribers Took…
• 7.2 million total trips
• 6.4 round trip air flights
• 5.2 million golf trips
• 1.7 million golf vacations
27
Note: Projected from ABC, period ending 2004
28. 2005 GOLF TRAVEL & DESTINATION STUDY
2005 Golf Travel & Destination Study
Planning Golf
Vacations
Subscribers Make The Decisions
And Influence Others
29. Planning Golf Vacations
79% of Golf Digest Subscribers Have Planned a Golf Vacation – and
Those Planning Golf Trips Often Handle the Details for Others!
Who have you planned a golf vacation for?
Myself 88%
Friends 41%
Other Family Members 32%
Co-Workers 8%
Business Associates 8%
29
30. Planning Golf Vacations
Planning a Golf Vacation
• 69% of respondents strongly agree that going to different destinations
enhances the golf experience
• Nearly half research a variety of destinations before making a final
decision (49%)
• 70% of those surveyed disagree that home state golf courses have
improved to the point that they will take fewer golf vacations
• Following a strong 2004, half say they are planning more golf vacations in
the coming 12 months
30
31. Planning Golf Vacations
Golfers Spent More Time Booking Golf Vacations In ‘04 Compared
to a “More Impulsive Attitude” in 2002!
2002 2004
Planning golf vacation 3+ months 49% 52%
Booking reservations 3+ months 33% 39%
31
32. Planning Golf Vacations
The “Paradigm Rules” and is More Important than Ever in 2004!
Which are the two most important deciding factors for
choosing a golf destination?
41%
Quality of Golf Course 33%
37%
Value for the Money 31%
29%
Availability of Multiple Courses 29%
24%
Weather Conditions 27%
15%
Availability of Other Recreational Activities 18%
2004 2002
15%
Reputation Based on What You’ve Heard 14%
11%
Recommendations of Others 12%
13%
Choice of Accommodations 11%
11%
Easy To Get To 9%
32
Base: Planned a golf vacation
33. Planning Golf Vacations
Decision-Making Drivers are Universal
Which are the two most important deciding factors for
choosing a golf destination?
38%
Quality of Golf Course 44%
44%
Value for the Money 32%
33%
Availability of Multiple Courses 26%
18%
Weather Conditions 30%
13%
Availability of Other Recreational Activities 17%
14%
Less than $100K HHI
Reputation Based on What You’ve Heard 16%
11%
$100K+ HHI
Recommendations of Others 11%
11%
Choice of Accommodations 15%
11%
Easy To Get To 9%
33
Base: Planned a golf vacation
34. Planning Golf Vacations
Serious Golfers Seriously Consider Dining Opportunities When
Choosing a Golf Vacation Destination
How important do you rate the following amenities
when choosing a golf destination?
56%
Fine Dining in the Area
Restaurants On Site 51%
19%
Fitness Center
18%
Spa
15%
Concierge Services
9%
Golf School
3%
Business Center
34
Base: Planned a golf vacation; rated “4” or “5” on a five point importance scale
35. Planning Golf Vacations
Income Drives Significant Differences in Desired Amenities
How important do you rate the following amenities
when choosing a golf destination?
– INCOME LEVELS –
<$100M >$100M
Mean Mean
5 Point Scale
Spa 1.9 2.3
Fitness Center 2.1 2.6
Concierge Services 2.0 2.4
Fine Dining in the area 3.3 3.6
35
Base: Planned a golf vacation
36. Planning Golf Vacations
Golf Digest Readers Want to Read Most About Prices, Promotions
and Accommodations
How important do you rate the following aspects of a golf
vacation advertisement in a golf publication?
84%
Prices
73%
Info about Accommodations & amenities
63%
Special promotions
57%
Photos of the golf courses
53%
Photos of the accommodations & resorts
Info about the course, architects, ratings 51%
Info about area attractions 42%
36
Base: Planned a golf vacation; rated “4” or “5” on a five point importance scale
37. 2005 GOLF TRAVEL & DESTINATION STUDY
2005 Golf Travel & Destination Study
Destination Awareness
38. Destination Awareness
Destination Awareness
Q. Based on your experience, what you have heard from others or read
about, how familiar are you with each of the following golf destinations?
Know a lot about
Know something about
Know name only
Not familiar with
38
39. Destination Awareness
Hawaii & San Diego Come Back; Las Vegas and Orlando Lose Rank
Over Last Two Reports; Oregon Increases Awareness - Still Ranks Low
– Top Ten U.S. Destinations & Oregon Destinations –
Percent Who Know a Lot/Know Something About These Areas
2004 2002 2001
Rank Incidence Rank Incidence Rank
Myrtle Beach, SC 1 68% 1 69% 1
Hawaii 2 67% 5 64% 5
Hilton Head 3 67% 1 69% 4
Las Vegas 4 66% 3 68% 2
Orlando 5 64% 4 65% 2
Charleston/area 6 57% 6 56% 7
Scottsdale/Phoenix 7 57% 7 55% 6
Pinehurst/surrounding area 8 51% 9 51% 12
Miami/Ft. Lauderdale 9 48% 8 52% 8
San Diego 10 48% 13 40% 9
Oregon Coast, OR 33 21% 33 18% NM
Bend/Sun River area, OR 35 18% 35 14% 28
Number of Common Markets Measured: 36 36 28
39
NM = not measured
40. 2005 GOLF TRAVEL & DESTINATION STUDY
2005 Golf Travel & Destination Study
Golfer Perceptions
41. Golfer Perceptions
Golfer Perceptions
Q. On a scale of “1” (excellent) to “4” (poor), how would you rate each
golf destination you are familiar with based on “Quality of Golf” and
“Value for the Money”?
41
42. Golfer Perceptions
Newbie Kohler Tops List for Quality, Oregon Delivers Both Bend and the
Oregon Coasts; RTJ Trail Posts Remarkable #6 Spot
Top Ten U.S. Destinations – Mean “Quality of Golf” Scores
2004 2002 2001
Rank Rank Rank
Kohler, WI 1 3 NM
Monterey Peninsula, CA 2 1 2
Pinehurst & surrounding area 3 2 1
Hawaii 4 4 3
Hilton Head, SC 5 7 5
Robert Trent Jones, Trail, AL 6 9 8
Bend/Sun River, Oregon 7 15 10
Scottsdale/Phoenix, AZ 8 6 4
Myrtle Beach, SC 9 8 7
Oregon Coast, OR 10 10 NM
Number of Common Markets Measured: 36 36 28
NM = not measured
42
43. Golfer Perceptions
Oregon Coast Breaks into Top Ten; Mid-West Takes #3 an #5 Positions;
Myrtle Beach and “The Trail” Lead in Value
Top Ten U.S. Destinations – Mean “Value for the Money” Scores
2004 2002 2001
Rank Rank Rank
Myrtle Beach, SC 1 1 2
Robert Trent Jones Trail, AL 2 2 1
Northern Michigan 3 6 3
Gulf Shores, AL 4 3 7
Minnesota 5 7 NM
Northern Carolina Mountains 6 3 6
Bend/Sun River & surrounding area, OR 7 5 8
Oregon Coast, OR 8 13 NM
Mississippi Gulf Coast, MS 9 9 NM
Charleston & surrounding area, SC 10 8 9
Number of Common Markets Measured: 36 36 28
NM = not measured
43
44. Golfer Perceptions
Oregon Destinations Share Strong “Top 5” Positions for “Quality of Golf”
Among Major Regional Competitors!
Competitive Set – Mean “Quality of Golf” Scores
2004 2002 2001
Rank Rank Rank
Monterey Peninsula, CA 1 1 1
Hawaii 2 2 2
Bend/Sun River area, OR 3t 6 4
Scottsdale/Phoenix, AZ 3t 3 3
Oregon Coast, OR 5 4 NM
San Diego, CA 6 8 6
Tucson, AZ 7 5 5
Canadian Rockies/ Banff, CA 8 9 NM
Las Vegas, NV 9 7 7
Lake Tahoe/ Reno, NV 10 10 8
Number of Common Markets Measured: 10 10 8
“t” = tie tie
“t” = NM = not measured
44
45. Golfer Perceptions
For the Past Three Studies Bend/SunRiver area Tops List of Regional
Competitors for “Value for the Money!”
Competitive Set – Mean “Value for the Money” Scores
2004 2002 2001
Rank Rank Rank
Bend/Sun River area, OR 1 1 1
Oregon Coast, OR 2 2 NM
Tucson, AZ 3 3 2
Canadian Rockies, Banff, CA 4 5 NM
San Diego, CA 5 4 3
Scottsdale/Phoenix, AZ 6 6 4
Lake Tahoe, Reno, CA 7 7 5
Las Vegas, NV 8 9 6
Hawaii 9 8 7
Monterey Peninsula, CA 10 10 8
Number of Common Markets Measured: 10 10 8
NM = not measured
45
46. Golfer Perceptions
Oregon Rocks! Myrtle Beach and “The Trail” Best for
Quality/Value Paradigm
U.S. Destinations 2004 2002 2001
Myrtle Beach, SC Yes Yes Yes
Robert Trent Jones Trail, AL Yes Yes Yes
Oregon Coast, OR Yes * NM
Bend/Sun River area, OR Yes ** Yes
Pinehurst & surrounding area, NC ** ** Yes
Number of common markets measured: 36 36 28
* ranked top 15 for “Quality of Golf”
** ranked in top 15 “Value for the Money” 46
NM = not measured
47. Golfer Perceptions
The “Quintessential” Golf Vacation
• Based on the 58% of respondents who took a golf vacation in the
past year, the average length of stay was 6 days. Only 18%
stayed longer than one week.
• The average golf vacation party consisted of 8 people - two
foursomes
• Golfers are more likely to include friends on their trips (68% of the
time) as compared to other family members (48%)
• The average number of rounds played per person was 5 rounds,
or, approximately one round per day, excluding travel
47
48. Golfer Perceptions
Golf Digest Subscribers Make Their Own Golf Travel Arrangements;
Internet Usage Increased from 17% in ’02 to 21% in ‘04
How Reservations Were Made for Most Recent Golf Vacation
Used A Travel Agency
4%
Used the Internet
21%
Called Directly to
57% Arrange Flights,
18%
Used A Golf Accommodations
Packager to Book and Tee Times
Tee Times and
Reservations
48
Base: Took a golf vacation in past year
49. Golfer Perceptions
44% of Respondents Personally Spent $1,000 or More on Their Last
Golf Vacation – That’s nearly one Billion Dollars!*
How Much Spent on Most Recent Golf Vacation
$2,001+ Mean: $1,102
8%
$1,501-$2,000
8%
29% 56% <$1,000
$1,000-$1,500
49
Base: Took a golf vacation in past year; projected to 1,400,000 subscriber rate base
51. Process of Vacation Planning
2005 Golf Travel & Destination Study
“American’s have come to view vacations as a birthright.
They’re not willing to give them up!”
Dr. Susan Cook - SVP
Travel Industry Association
USA Today
51
52. Process of Vacation Planning
Background & Objectives
• The Golf Digest Companies Research Resource Center sought
insights on the Vacation Planning Process among affluents, focusing
on Major Vacations, and not specific to golf vacations (buddy trips.)
• Men and women golfers, as well as non golfers, were studied allowing
for comparison.
• Results provide greater understanding into how Vacation Planning is
being approached in today’s consumer marketplace, and the role of
various influences
52
53. Process of Vacation Planning
Methodology - Three Distinct Research Phases
• Quantitative
– 400 twelve-minute phone interviews conducted nationwide
• Qualitative
– Individual interviews and focus groups in San Francisco and New York
– household incomes greater than $125K
– Frequent vacationers
– Mixture of frequent, infrequent and non golfers
• All respondents, all phases
– Took pleasure vacation (exclusive of business trips or visits to relatives)
within past 12 months
– Minimum stay of 5 consecutive days
– Personally spent at least $1,000
53
54. Process of Vacation Planning
Key Findings
• Travel inspiration comes primarily from magazines, television, and word of
mouth, and secondarily from newspapers and guidebooks.
• Whether consciously or not, travel planning takes on a distinctly linear and
highly involved process that encompasses specific stages, each offering key
opportunities for marketers to gain share of mind through a variety of media
and communication channels.
• Magazines are a critical marketing vehicle, particularly in the initial stages of
travel inspiration. They contribute significantly towards framing a traveler’s
consideration set.
54
55. Process of Vacation Planning
Key Findings
• “Value” supersedes price in vacation budgeting…
– Marketers’ Magic formula: Provide a top notch experience that is
perceived to be “a deal”
• The Internet is a primary source for executing travel arrangements;
especially at bargain prices ….. It’s a “transaction enabler” not
necessarily a “brand builder.”
• Participants are looking for a wide range of activities when they travel.
Golfers will endeavor to get one round in on most trips, but golfing is not
a requirement for all of their vacations.
55
56. Process of Vacation Planning
The Process of Planning a Vacation Hypothesis for Consideration
• Step I - Location Inspiration & Destination Selection
– “We look for special places and new ideas by doing research. See
where we haven’t been. Read magazines, watch TV, talk to friends
and read travel books.”
• Step II - Narrowing Down Choices
– “Assess the amenities and levels of service we require, the weather
and the time we have to travel. Talk to recent visitors, read reviews
and rankings in magazines and on the Internet.”
56
57. Process of Vacation Planning
The Process of Planning a Vacation Hypothesis for Consideration
• Step III - Prices & Logistics
– “Once I’ve decided where to go, I begin to look for deals on the
Internet and make air flight reservations. I’ll search endlessly for
accommodations and packages; make reservations for activities
and so forth.”
• Step IV - Controlling The Situation, Beyond The Booking
– “As we get closer to leaving, I’m always getting the inside scoop
on new restaurants and things to do off the beaten path. I start
developing an itinerary, reconfirm reservations and make sure
everything is OK.”
57
59. The Role of the Media
Major Media Influencers
Tier One
Magazines • Internet
Tier Two
Television • Newspapers
59
60. The Role of the Media
How Magazines Contribute
• “Magazines are great at the beginning of the process; they give me ideas
and direction if I don’t know where I am going.”
• “Magazines are good for ideas and locations; I look for rankings to see
where the best places to go are.”
• “It would never have occurred to me to look for something like that (trip to
Belize) and it was because I read an article in a magazine.”
60
61. The Role of the Media
Travel Inspiration from Magazines
Magazines Are Preferred For Travel Inspiration Because Of The
Personal, Physical And Visual Interaction They Provide
• “We do get lots of travel magazines…its fun to read about it…I tear it out if
there’s something I want to check out…I have files of articles.”
– Maureen
• “You can look through that kind of stuff on the internet, but its going to be
different pages, where this is all right in front of you (in magazines)”
– Robert
• “Magazines are good for ideas and locations; I look for rankings to see where
the best places to are.”
– Paul
61
62. The Role of the Media
More Differences about Magazines
• Women rely on magazines more than men for
“increasing their desire to take a vacation.”
• Vacationers 45-64 are significantly more likely to
utilize magazines for their travel planning than
those between the ages of 18-44.
62
63. The Role of the Media
How the Internet Contributes an Effective Enabler
“I really use the web when I already
know where I am going”
– Hadley
63
64. The Role of the Media
How the Internet Contributes “Prices, Stats & Comparison Shopping”
1. Prices & packages
2. Encourages me to seek out information
3. Ideas about where to stay
4. Re-enforcing decisions
5. Ideas about where to go
6. Ideas about what to do
7. Increasing my desire to travel
8. Sparks my imagination
64
Base: Internet is important for planning
65. The Role of the Media
It’s Largely About Price
The Internet Is Important For Planning
100%
80%
75%
80%
60%
NON
GOLFERS
40%
GOLFERS
20%
0%
Prices, Packages
65
66. The Role of the Media
Comparing the Internet and Magazines
– Rated Important –
Magazines Internet
Captures my imagination 51%
74%
Gets me thinking about vacation 54%
76%
Keeps me abreast of trends 52%
67%
Helps me consider destinations to go to 56%
62%
Helps me determine accommodations 58% 69%
Helps me budget 56% 61%
Helps me make my arrangements 55% 70%
Helps me decide what activities to do 49% 51%
66
67. The Role of the Media
Television & Newspapers Provide Complimentary Weight In All
Three Steps
Re-enforces Destination Selection and Logistics
TV’s Role:
• Increases desire to travel, especially globally
• Sparks imagination and desire through motion
and sound
Newspapers’ Role:
• Prices & Packages
• Ideas about where to go
67
68. The Role of the Media
How Media Serves the Process
Step 1 Magazines, Television,
Newspapers and Books
Location & Inspiration
Step 2 Internal assessment, Internet,
magazines and recent visitors
Narrowing Down Choices
Step 3 Internet, travel agents,
newspapers, books
Prices & Logistics
Direct contact with facilities through
Step 4
phone or email, Special promotions
Beyond the Process
in all media
68
69. The Role of the Media
Towards Better Understanding Magazines and the Internet
MAGAZINES INTERNET
Macro Micro
Personality Prices
Ideas Information
Inspirations Itineraries
Desires Discounts
69
70. The Role of the Media
Golfers Provide Unique Marketing Opportunities
Golfers Are Significantly More Likely Than Non-golfers To…..
• Revisit favorite places for vacations
• Respond to travel ads, clip and/or read travel articles in magazines
• Take separate vacations apart from their family
• Be interested in purchasing vacation real estate
70
71. The Role of the Media
Golfers Do Many Of The Same Things As Non-Golfers Except
They Play Golf Too!
Dispelling The Myth That Avid Golfers Are “One Dimensional” On Vacation
Golfers Non-Golfers
% %
Sightseeing 71 69
Fine dining 57
69
Shopped 66 66
Golf 8
63
Tennis 31 36
Water sports 29 32
Theatre, Concerts 27 26
Hiking 23 31
Casino gambling 14
20
Spa 16 20
Amusement parks 11 20
Horseback Riding 2 9
71
