INTERNATIONAL GOLF TRAVEL MARKET 2012

9/11/129/11/12
INTERNATIONAL GOLF
TRAVEL MARKET 2012
EUROPEAN GOLF TOURISM TRENDS
ORGANISED BY REED TRAVEL EXHIBITIONS

Background:
Background:
IGTM IGTM 2012 EUROPEAN
EUROPEAN GOLFER SURVEY
Following from the interest and success of the research launched at last year’s
International Golf Travel Market, SPORTS MARKETING SURVEYS INC. has undertaken a
pan-European golfers survey to provide exhibitors and buyers with an insight into the golf
tourism industry.
Building on the work conducted in the UK for 2011, and following discussions with Reed
Exhibitions on the development of the programme, the 2012 research looks at the golf
tourism market from the point of view of the regular golfer from Europe’s four largest
golfing markets; Great Britain & Ireland, France, Germany and Scandinavia. Topics included
analysing where they are going, how long they stay, what influences their decision on
holiday location, and how their behaviour on choosing a golf break and how they organise
their golf break is changing.
The sample of more than 9,500 regular golfers (those who play at least 10 times a year)
were surveyed for the report, sourced through SPORTS MARKETING SURVEYS INC.’s
partnerships with organisations and federations in each market.
Putting Putting the the results results in in context
context
At a time of continuing economic uncertainty and coming off the back of a summer when
the world’s attention was on sporting events away from golf (UEFA Euros 2012 and the
2012 Olympic and Paralympic Games), understanding the golf tourist and the differences
between nationalities and sub-groups (gender, age, golfing ability) could be the difference
between you capturing and enticing golfers to your country/venue ahead of your
competitors.
© SPORTS MARKETING SURVEYS INC.
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November 9, 2012

Did Did you you know know that…
that…
80%
70%
60%
50%
40%
30%
20%
10%
0%
• Scandinavian and German golfers were the most likely to have taken a “nondomestic”
golf break in the last 12 months?
• German golfers stay, on average, the longest of the 4 nationalities on a “nondomestic”
break with regular golfers from GB&I staying the shortest amount of
nights?
• French regular golfers are almost twice as likely to travel with “non-golfers” in their
group and place a higher importance on “non-golf” activities than the other 3
nationalities?
• Half board accommodation is the number one choice for GB&I, German and
Scandinavian golfers when travelling abroad for a golf break, but All Inclusive hotels
are the number one choice for French regular golfers?
• German golfers are the most likely to choose 5-star resorts?
• GB&I regular golfers are the most likely to consult social media sites when
researching which golf destination and venue to choose?
• “Friend’s recommendation” is the most considered element when golfers from all 4
countries decide upon their destination?
Golfing Golfing Holidays
Holidays
Approximately 17% of all regular golfers surveyed had not been on a golfing break in the last
3 years.
Of those who have, nearly 50% of the sample are taking golf holidays more frequently than
they did 5 years ago.
• Nearly 90% of the golfers surveyed from Scandinavia are going on golf holidays with the
same frequency or more frequently than they were 5 years ago.
39%
61%
53%
59%
© SPORTS MARKETING SURVEYS INC.
GB&I Scandinavia France Germany
21%
3
12%
17%
More frequently Less frequently With the same frequency
12%
40%
27%
30%
November 9, 2012
29%

Non Non-Domestic Non Domestic Holidays Holidays in in the the last last last 12 12 months
months
20.1%
24.2%
79.9%
75.8%
GB&I
France
© SPORTS MARKETING SURVEYS INC.
Yes No
Yes No
4
10.8%
11.2%
Scandinavia
89.2%
88.8%
Germany
• Over 85% of Scandinavian and German regular golfers who take golf holidays have
taken a “non-domestic” golf break in the last 12 months - compared to 80% of
golfers from GB&I and 76% of golfers from France.
November 9, 2012
Yes No
Yes No

Non Non Domestic Domestic Domestic HHolidays
H olidays in the last 12 months
Across all 4 markets, more than 1 in 5 international golf holidays were taken in Spain, with
this rising to almost 1 in 3 from Scandinavia.
• Spain proved to be the most popular destination for golfers from Scandinavia, Germany and
GB&I.
• Francophile countries (Tunisia and Morocco) were the most popular golfing holiday
destination for French golfers- accounting for nearly 30% of French golfers ‘‘non-domestic
holidays.
• Portugal is the 2 nd most popular golfing holiday location for GB&I golfers.
• Germany is 2 nd amongst Scandinavian golfers.
• Austria is second amongst German golfers.
Collectively across all 4 markets over a fifth of the most recent non-domestic holidays
were taken during the month of September.
September proved to be the most popular month for golfing holidays for Scandinavian,
German and GB&I golfers, whilst August was the most popular month for golfing holidays
for French golfers.
An issue for Tour Operators to focus on, and to market & show the value of the Tour
Operator personal service & organisation, is that approximately 50% of the booking made
by respondents from all 4 countries for their most recent ‘‘non-domestic’’ breaks were
made ‘‘independently online’’.
© SPORTS MARKETING SURVEYS INC.
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November 9, 2012

Average Average Length Length of of the the ‘‘ ‘‘non ‘‘
non non-domestic
non domestic
domestic’’
domestic ’’ Golf Holiday
10
9
8
7
6
5
4
3
2
1
German golfers are the nationality that stay, on average, the longest for their ‘‘nondomestic’’
golf break- (7.4 days compared to 7.2 days for French golfers; 5.9 amongst GB&I
golfers and 5.8 for Scandinavian golfers)
Size Size Size of of Travel Travel Group Group
Group
10
9
8
7
6
5
4
3
2
1
5.9 5.8
GB&I Scandinavia France Germany
7.3
GB&I & Scandinavian golfers travelled, on average, in a golfing group size of about 7 people,
compared to French and German golfers whose groups were closer to 5 people. Almost
three quarters of all respondents across all markets stated they travelled in a group of
between 2 and 8 people.
© SPORTS MARKETING SURVEYS INC.
6.5
GB&I Scandinavia France Germany
6
7.2
5.1
7.4
4.6
November 9, 2012

66.1%
73.0%
Accommodation
Accommodation
‘‘Half board’’ hotels are the number one choice of accommodation for 3 out of the 4
nationalities when taking a ‘‘non-domestic’’ holiday. (GB&I- 28.3%; Scandinavia-32.9%;
Germany-35.5%)
An ‘‘all inclusive hotel’’ is the number one option for French golfers (27.7%) and second most
popular option for the other 3 nationalities.
Including booking the ‘‘room only’’- hotels account for over 55% of GB&I ‘‘non-domestic’’
breaks; 64.8% of Scandinavian, 64.4% of French & 76.5% of German accommodation.
GB&I golfers are the most likely to stay in a ‘‘B&B’’ or ‘‘Bed-&-Breakfast’’ - 14.7% of most
recent non-domestic breaks. Golfers from the other markets are much less likely to select
this form of accommodation - Scandinavia (3.7%); French (6.4%); German (4.2%).
Over a third (36.5%) of German regular golfers stated they stayed in five star
accommodation compared to 22.8% GB&I, 18.4% Scandinavian and 24.0% French.
Accommodation Accommodation location
location
33.9%
27.0%
GB&I
France
© SPORTS MARKETING SURVEYS INC.
On Course
Off Course
On Course
Off course
7
54.1%
74.2%
Scandinavia
45.9%
Germany
25.8%
November 9, 2012
On Course
Off Course
On Course
Off Course

Scandinavian regular golfers are the most likely to choose accommodation on course
(45.9%); GB&I (33.9%); French (27.0%); German (25.8%).
Of those golfers who stayed ‘‘off course’’ German regular golfers stayed the closest to a
course, an average travel time of 13 minutes; French (15 mins); GB&I (18mins); Scandinavian
(20mins).
Researching/Booking
Researching/Booking
Important Important factors factors - Researching Researching holidays:
Golfers were asked to what extent they use these methods or channels for researching
the golfing holidays - where respondents answered on a scale from 1 which was ‘‘Not at all’’
to 4 to ‘‘A great extent’’.
© SPORTS MARKETING SURVEYS INC.
GB&I Scandinavia France Germany
Friends’ recommendation 3.1 3.0 3.0 3.3
Specialist golf tour operators 2.7 2.6 2.0 2.7
Golf magazines 2.4 2.9 2.4 2.9
Online tour operators 2.1 2.4 1.7 2.4
Golf pro recommendation 2.1 2.1 2.2 2.4
Online blogs/reviews/golf
networks
1.9 2.0 1.6 2.0
Reviews/adverts on TV 1.7 1.7 1.4 2.2
Outdoor advertising 1.7 1.5 1.9 2.1
Social media 1.5 1.6 1.3 1.7
High-street tour operators 1.4 2.0 1.6 2.3
The importance of word-of-mouth, primarily from friends but also the golf pro is a key
resource for golfers when researching where to take a golf break. This highlights the
importance of venues providing a quality service to guests when they take a golf break as
they will often be the most influential ambassadors for a venue, whether recommending or
condemning a destination.
Golf magazines and specialist golf tour operators are the second and third most consulted
elements (specialist tour operators are second in GB&I, but third on the continent).
8
November 9, 2012

Over 60% of golfers from each country booked their holiday independently (over 50%
online and over 10% offline)
GB&I regular golfers are the most likely to have used some sort of social media to research
their break (30.6% stated they used social media – tripadvisor is the most popular – 21.2%)
Importance Importance Rankings
Rankings
The golfers were asked what is the most important factors or requirements that you look
for in selecting and booking a golf break, and respondents answered on a scale of 1 ‘‘Not at
all important’’ to 5 ‘‘Very important’’.
© SPORTS MARKETING SURVEYS INC.
GB&I Scandinavia France Germany
Tee time availability 4.1 3.8 3.7 4.3
Quality of accommodation 4.1 3.8 4.0 4.3
Price 4.1 3.7 3.9 4.1
Variety / Selection of courses to play 4.0 3.5 3.8 4.1
Perceived quality of service at
destination
4.0 3.8 3.8 4.0
Golf included in package 3.9 3.7 3.6 3.8
Travel time 3.7 3.6 3.6 3.8
Proximity to local restaurants / bars 3.6 3.3 3.3 3.4
Quality of service from operator/agent 3.6 3.4 3.4 3.4
Food & Beverage included in package 3.3 2.9 3.2 3.3
Other “non-golf” activities available at
hotel
Other “non-golf” activities available in
the area
Trophy course venues (venues that host
Pro events)
Opportunity to combine with family
holiday
2.8 2.7 3.3 3.1
2.8 2.8 3.5 3.2
2.8 2.4 2.3 2.3
2.4 2.8 3.4 3.0
Handicap certificate not required 2.4 2.2 2.4 2.4
Professional lessons / tuition on offer 1.9 2.2 2.3 2.3
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November 9, 2012

Tee time availability and the quality of the accommodation are the most important factors
for golfers from all 4 countries when deciding where to go on their golfing holiday.
Professional lessons/ tuition are the least important factor for golfers of all nations when
deciding on the location of their next golf holiday, and the French golfer was much more
concerned that there should be other non-golf activities available in the area or at their
hotel.
Tee Tee Tee time time availability availability importance
importance
importance
100%
80%
60%
40%
20%
0%
1 - Not at all important 2 - Not important 3 - Neither 4 - Important 5 - Very Important
5
26.8%
61.1%
4.1
Tee time availability is an important factor for golfers from all 4 markets when it comes to
deciding about ‘‘non-domestic’’ holidays. Nearly 70% of golfers in all 4 markets rate tee time
availability as important or very important in their ‘‘non-domestic’’ holiday decision.
© SPORTS MARKETING SURVEYS INC.
18.9%
52.4%
18.4%
8.9%
1.1% 2.2%
5.8%
4.4%
6.1%
3.9%
6.9%
0.3% 1.2%
GB&I Scandinavia France Germany
10
16.3%
3.8 3.7
50.0%
23.7%
39.3% 4.3
52.2%
November 9, 2012
4
3
2
1

Other Other ‘‘ ‘‘non ‘‘
non non-golf
non golf golf’’ golf ’’ activities available in the area area- area
importance
French golfers place a higher importance rating (3.6) on the availability of ‘‘non-golf’’
activities in the surrounding area, than golfers from the other 3 markets.
This importance rating may reflect the fact that French golfers, on average, travel with
more non-golfers in their group than golfers from the other nations.
© SPORTS MARKETING SURVEYS INC.
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November 9, 2012

Factors Factors impacting
impacting impacting ‘‘ ‘‘non ‘‘
non non-domestic
non domestic
domestic’’
domestic ’’ holiday decisions
© SPORTS MARKETING SURVEYS INC.
GB&I Scandinavia France Germany
Likelihood of good weather 3.6 3.6 3.4 3.6
Airline costs for transporting golf clubs 3.0 2.7 3.1 3.2
Desire for a change of scene 2.8 3.0 3.0 2.8
Relative quality of home golfing holidays
versus golfing holidays abroad
Relative cost of home golfing holidays
versus golfing holidays abroad
2.8 2.8 2.9 3.0
2.8 2.6 2.9 2.9
More of a holiday/somewhere different 2.7 2.9 3.1 2.7
Airport taxes 2.7 2.4 2.7 2.6
Airport hassle/stress (US immigration
etc.)
Independent reviews of holiday/golf
course e.g.. Trip Advisor
Extent to which your main language is
spoken
2.6 2.3 2.4 2.8
2.3 2.2 2.5 2.5
2.0 1.6 2.2 2.0
Golfers were asked which factors would determine whether they would take an overseas
holiday or a domestic golf break - and were asked to rate the extent of impact on a scale
from 1 which was ‘‘None at all’’ to 4 to ‘‘A great extent’’.
When deciding between taking a holiday abroad or at a domestic venue, ‘‘the likelihood of
good weather’’ is the factor which has the greatest impact on that decision for all
nationalities (over 90% of regular golfers from all 4 markets state this as having at least
some impact on their decision).
Airline costs for transporting golf clubs is the factor which golfers chose as the next most
impactful on their decision to take a domestic or international holiday. Over 70% of GB&I,
French and German golfers stated that they considered this, at least, to some extent when
deciding - just under 60% of Scandinavian regular golfers did likewise.
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November 9, 2012

Average Average nnumber
n umber of of rounds played on most most recent ‘‘ ‘‘non ‘‘
non non-domestic
non domestic
domestic’’
domestic ’’ holiday
7
6
5
4
3
2
1
0
4.5
© SPORTS MARKETING SURVEYS INC.
5.3
GB&I Scandinavia France Germany
Golfers were asked about the number rounds they played on their most recent golf break
and also the number of golf courses they played.
Average Average nnumber
n umber of of courses played on most recent ‘‘ ‘‘non ‘‘
non non-domestic
non domestic
domestic’’
domestic ’’ ’’ holiday holiday
4
3
2
1
0
3.3
3.0
GB&I Scandinavia France Germany
German golfers on average play the most different courses on their most recent ‘‘nondomestic’’
holidays. German golfers also play on average the most rounds of golf on their
most recent ‘‘non-domestic’’ holiday- playing on average over 6 rounds of golf. Golfers
from GB&I play on average the least rounds of golf on their most recent ‘‘non-domestic’’
holiday. Whilst Scandinavian golfers have played on average the least amount of courses
on their most recent ‘‘non-domestic’’ holiday- playing only 3 courses on average.
13
5.7
3.6
6.3
3.8
November 9, 2012

Spend Spend on ‘‘ ‘‘Non ‘‘
Non Non-Domestic
Non Domestic
Domestic’’
Domestic ’’ Holidays
€2,000
€1,500
€1,000
German golfers spend on average €1,628 on ‘‘non-domestic’’ holidays, while French golfers
spend on average €1,548. The spend of these two nations is significantly higher than the
average spend of GB&I (€1,077) and Scandinavian (€1,318) golfers.
€300
€250
€200
€150
€100
€500
€50
€0
€0
€1,076.6
€183.72
Scandinavian golfers have the highest average cost per day on their non-domestic holiday
(€226.92). French and German golfers spend on average in excess of €215 per day on their
non-domestic holiday.
Golfers from GB&I spend on average at least €30 less per day (€183.72) than their
Scandinavian, French and German counterparts.
© SPORTS MARKETING SURVEYS INC.
€1,318.4
14
€1,548.1
€1,628.7
GB&I Scandinavia France Germany
€226.92
€215.62
€218.91
GB&I Scandinavia France Germany
November 9, 2012

SPORTS MARKETING SURVEYS INC. analysis of the golf break also enables comparisons
between ‘‘domestic’’ vacations and overseas or ‘‘non-domestic’’ holidays. Details on this is
available in the full report. For information please contact Richard Payne -
richard.payne@sportsmarketingsurveysinc.com
These results show some very interesting trends and results.
Av Average Av erage daily expenditure ‘‘ ‘‘domestic
‘‘
domestic
domestic’’
domestic ’’ vs ‘‘ ‘‘non ‘‘
non non-domestic
non domestic
domestic’’
domestic ’’ holiday
€300
€250
€200
€150
€100
€50
€0
€183.01
€183.72
Across the GB&I, Scandinavian and Germany markets there is a very small difference
between the daily average expenditure between ‘‘domestic’’ and ‘‘non-domestic’’ holidays.
French golfers are the only nationality with a significant difference between average daily
spend on domestic and non-domestic holidays. French golfers spend nearly €40 more per
day on a ‘‘non-domestic’’ holiday compared to ‘‘domestic holidays’’.
Other Other topics topics iin
i n the full report
The full report will enable golf venues, tour operators and tourism organisations to analyse:
• Golfing holidays taken with a golf professional;
• Interest in playing night golf;
• Preferred time of day to play golf;
• “Domestic” golf breaks behaviour, decision factors and importance.
© SPORTS MARKETING SURVEYS INC.
€225.50
Domestic Non-Domestic
€226.92
15
€176.93
€215.62
€214.22
November 9, 2012
€218.91
GB&I Scandinavia France Germany

Acknowledgements Acknowledgements and and Thanks
Thanks
SPORTS MARKETING SURVEYS INC. would like to thank all of our partners with whom we
have been able to access regular golfers to research for this report:
Golfbreaks.com Teeofftimes.co.uk
© SPORTS MARKETING SURVEYS INC.
HowDidiDo French Golf Federation (FFG)
Golf.de Golfbox
Country Country Specific Specific Reports
Reports
SPORTS MARKETING SURVEYS INC. (stand M15) has produced in-depth market reports
looking at each of the four markets mentioned in this report.
These reports go deeper than the overall market trends and look at specific sub-groups
within each market to create a complete picture of the golf tourism landscape.
Looking at how different genders, age groups and golfing abilities view, research and book
golf breaks will enable subscribers to the reports to ensure that no stone is left uncovered
and provide the insight necessary to gain competitive advantage over others in the
industry.
For more information on these reports please visit us at our stand or contact Richard Payne
(richard.payne@sportsmarketingsurveysinc.com) and +44 (0) 1932 345 539.
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November 9, 2012

About About About Reed Reed Travel Travel Travel Exhibitions
Exhibitions
IGTM is owned by the world’s leading provider of exhibitions in the travel and tourism
industry, Reed Travel Exhibitions (RTE). Its wide-ranging portfolio of events around the
globe covers leisure travel, luxury travel, business travel and the meetings and incentives
industry. In 2011 RTE 13 events were the catalyst for £2,807 million worth of travel and
tourism business deals.
The 13 events are; World Travel Market (WTM), Arabian Travel Market (ATM), International
French Travel Market (IFTM), La Cumbre, International Golf Travel Market (IGTM),
International Luxury Travel Market (ILTM), International Luxury Travel Market Asia
(ILTMA), Asia-Pacific Incentives & Meetings Expo (AIME) (owned by Melbourne Convention
+ Visitors Bureau), Global Exhibition for Incentive, Business Travel, and Meetings (EIBTM),
Gulf Incentive, Business Travel and Meetings (GIBTM), Americas Incentive, Business Travel
and Meetings (AIBTM), China Incentive, Business Travel and Meetings (CIBTM) and Business
Travel Market. April 2013 will see RTE launch World Travel Market Latin America in São
Paulo.
RTE is a business unit of Reed Exhibitions. In 2011, six million participants attended RE’s 500
events in 39 countries covering 44 industry sectors from aerospace and aviation to beauty
and cosmetics to sports and recreation. Reed Exhibitions is owned by Reed Elsevier, the
world’s leading provider of professional information and online workflow solutions.
About About SPORTS SPORTS MARKETING MARKETING SURVEYS SURVEYS SURVEYS INC.
INC.
SPORTS MARKETING SURVEYS INC. is an experienced and focused sports research
business servicing the sports facility, equipment & sports’ goods industry. The
company is the Official Equipment Census supplier for the European Tour, operates Visit
Wales Golf Tourism Monitor, and undertakes international sports & lifestyle analysis on
the golf market.
SPORTS MARKETING SURVEYS INC. delivers a full research service primarily for sports
equipment manufacturers, for federations, retailers and sports venue operators where the
general public or members play their sport. Service, solutions and insights will be provided
to all those interested in participation rates, equipment and facility usage, sports brand
images, retailer & end-consumer satisfaction, operating costs and associated areas. For
more information visit www.sportsmarketingsurveysinc.com.
© SPORTS MARKETING SURVEYS INC.
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November 9, 2012