Turning negatives into positives will always distinguish the survivors from the pretenders.
In a recent news report headlined, “Hoteliers Shift Strategies in Light of Economic Troubles,” it was reported that the Chief Operating Officer of a leading hotel and resort management firm made a speech at an industry conference in which he pronounced that the times have become so bad, his company must now carefully monitor its capital expenditures.
Specifically, he said, his firm is now focusing only on renovations and upgrades at its properties that will bring in customers.
Wow, what a concept.
As Dan Ramella points out in his column in this issue (“Golf and Darwin,”), these are indeed challenging times for even the most solidly entrenched properties and managers, and it’s a period where, more than ever, the strongest will survive.
But as Dan also notes, if you’ve always had a good focus on meeting member and guest expectations, you really don’t have to do anything differently to make it through this latest turbulence—you just have to make meeting those expectations even more of a priority.
And demonstrate that it is, wherever and whenever you can.
Another recent article reported that in response to higher travel costs, Troon Golf has been talking to some airlines about a program that would offer passengers free club rentals if they show their boarding passes at Troon courses.
Details about the program couldn’t be confirmed by presstime. But even if this idea doesn’t get off the ground, it’s an example of the kind of turning-negatives-into-positives thinking that will always distinguish the ever-strong survivors from the fair-weather pretenders.
Most airlines, Southwest being the notable exception, have done themselves irreparable harm with their nickel-and-diming of loyal customers during this recent period, and the ill will they’ve generated will linger and haunt them long after times get better.
But if Troon (or anyone) finds ways to do their part to salve the wounds a little bit, they will position themselves (or solidify their already existing status) as heroes.
Making it possible for someone to still be able to enjoy a round of golf while traveling, when they otherwise would have to pay extra just to check their clubs, is inspired.
Realizing, only after times get tough, that you should be focusing on doing the things that will attract customers is not.