Turkey’s
rising status as a golf holiday hot spot has been underlined by a new
survey of golf tour operators compiled by KPMG’s Golf Advisory
Practice.
The
Golf Travel Insights 2013 report, published today on
www.golfbusinesscommunity.com reveals that Turkey is now the fourth
most popular golf travel destination after Spain, Portugal and
Scotland.
The
survey, which questioned more than 110 golf tour operators from 38
countries on their results in 2012, also found that package price is
now the most important factor for customers when choosing a golf
holiday.
More
than half (54%) of golf tour operators said they had maintained the
same price points for golf packages year-on-year, while 35% had
increased prices.
Turkey
and other emerging markets, including Vietnam and Thailand, saw an
increase in package prices but remain competitive.
The
majority of golf holidays are based around a four to seven-night
stay, the survey found. Package prices start from EUR 300 but are
typically EUR 600-900, with 40% of bookings being for small groups of
four to six people, and eight to 12 people.
Overall,
the golf travel market continued to grow in 2012, as it did in 2011,
with 57% of tour operators recording an increase in business, and 80%
predicting an increase again in 2013.
Andrea
Sartori, Head of KPMG’s Golf Advisory Practice, said: “It’s
encouraging to see the golf travel market continue to grow and
recover from the economic downturn.
“What’s
interesting is that consumers are now saying price is the most
important factor when choosing a golf holiday, although the quality
of courses is still extremely important. In part, this is why we are
seeing emerging destinations such as Turkey being able to position
themselves effectively for the market – the quality of the golf
courses is high and the packages represent good value for money.”
The
survey also revealed the growing use of smart phones and tablets and
the increasing influence of digital and social media platforms,
including TripAdvisor, Facebook and Twitter. While tour operators are
reporting greater effectiveness in online booking systems, 40% of
golf holidays were still booked over the telephone, while 21% were
booked face-to-face with a sales person.
