A survey by Sports Marketing Surveys Inc. that compiled the responses of 9,500 core golfers across Europe found that golfers from Germany have increased the amount spent on golf vacations by 25%, compared to 2012. The research also indicated that Spain is the first choice of golf destination.
German golfers spent more on their ‘non-domestic’ golf holidays in the last 12 months than their counterparts from the UK, France and Sweden, with an average spend of €2,041 ($2,403.07), a new survey has revealed.
The report, produced by SPORTS MARKETING SURVEYS INC., highlighted the average spend by German golfers has increased by 25% when compared with survey results from 2012. Based on responses from more than 9,500 core golfers (those playing at least 12 times per year) across Europe’s four largest golf markets, the report also shows that German golfers booked longer golf breaks, with an average stay of 6.9 days.
The results suggest that properties looking to attract new guests or potential members from foreign markets might consider having staff who can speak German, while offering German-oriented events, such as an Oktoberfest celebration.
French golfers spent the second most on their golf holidays, with an average spend of €1,777 ($2,091.46), an increase of 13% from 2012, and stayed 5.7 days, while Swedish golfers spent €1,080 ($1,271.12) with a stay of 6.6 days. UK golfers spent the least with an average spend of €946 ($1,113.40) per golf holiday, down 12% from 2012, and a length of stay of 5.8 days.
“As with the survey we commissioned in 2012, this 2017 report sheds a light on the behaviors of golfers from Europe’s largest golf markets,” said Peter Grimster, Exhibition Manager at Reed Travel Exhibitions. “While golfers from the UK and Sweden have reduced their average spend slightly over the last five years, the results clearly demonstrate the ongoing opportunities for tour operators to sell to an audience of core golfers, particularly in Germany and France, who continue to spend a considerable amount of money when they book their golf holidays.”
The research also indicated that Spain remains the first choice of golf destination, and the second most popular golf destination for golfers from the UK, Sweden and France was Portugal, while for German golfers, the second most visited destination was Austria.
The survey also asked golfers from all four countries to select potential emerging popular golf destinations, with South Africa, Turkey and Thailand all identified as key growth markets. “Although it has been a regular feature on the European Tour schedule for many years, it is interesting to see South Africa continue its emergence as a key market for European golfers,” said Grimster. “With a growing number of South African destinations exhibiting at the 2018 edition of IGTM, it is pleasing to know that IGTM continues to accurately reflect the global golf tourism industry.”