Destination travel is still extremely low even as golf courses reopen. The result? An increased focus on local markets.
Like all constraints, the need to skew your visitors towards locals is driving some impressive creativity, smart ideas, and effective marketing. Here are a few things resorts are doing that caught our attention.
Products and offers designed for golfers who are able to stop by regularly and often are a great way to nail down some loyalty in the local market now instead of trying to convince them to choose you over and over again.
The 2020 Oasis Summer Pass Has Arrived! – With the Oasis Summer Pass, receive preferred rates at Ocotillo all Summer long, receive travel benefits to play at other OB Sports properties at reduced rates, and more!
Only $49 + tax
— OcotilloGolfClub (@OcotilloGolf) May 5, 2020
Repetition, Repetition, Repetition
Resort social accounts tend to skew local, so one of the simplest and most effective things resorts are doing is simply reminding people over and over again they’re open. No marketing message will reach everyone and even great messages can be forgotten with all the noise, so repetition is key right now to ensuring locals start to consider a visit.
When you're ready, we're ready for you. Bandon Dunes is now open. pic.twitter.com/YlhS5fWqzb
— Bandon Dunes (@BandonDunesGolf) May 11, 2020
Photo by rachels_stylishlife on Instagram. pic.twitter.com/usVZbPmszG
— Rosewood CordeValle (@RWCordeValle) May 8, 2020
All 18 holes of #golf on Mountain Ridge are now available, which means our golf courses are 100% open! All tee times must be booked and paid for in advance by calling 231-378-2914. For more info please visit https://t.co/2MdQkH7TTb ⛳️ #teetime #golfcourse #crystalmountainmi pic.twitter.com/qGbQTIORyq
— Crystal Mountain (@CrystalMountain) May 8, 2020
Time to change your view? Plenty of space, clean rooms. Lots to do outdoors, too. If you need a weekend respite, Oak Brook Hills is open and ready and our golf course is open. Stay with us. https://t.co/BIRZ5cAjKe #resort #resortlife #staycation #getaway #golfcourse pic.twitter.com/Zf6KHGCBJB
— HiltonOakBrookHills (@OakBrookHills) May 8, 2020
Limited Lodging Openings
It’s hard to plan a cross-country trip when openings are limited, but it’s much easier when you can make that decision at the drop of a hat. Nemacolin Woodlands shared this message along with a strong visual to plant that seed with their local markets.
For a limited time, just 42 rooms are available for booking at Falling Rock. With new industry-leading health measures in place, it's an exclusive opportunity to safely enjoy the premier boutique hotel in Pennsylvania as never before. https://t.co/wz7vSTcjau pic.twitter.com/SYS9QjKNgr
— Nemacolin Woodlands (@Nemacolin) May 10, 2020
If you’re restaurant is open, there’s absolutely going to be a local market to speak to. Lansdowne is even offering curb-side pickup for locals.
— Lansdowne Resort Spa (@LansdowneResort) May 6, 2020
And while a destination guest may not come for the Mother’s Day Brunch, but a local absolutely would. Messages like these from Four Seasons Lana’i are a perfect want to capture the interest of locals.
Add some aloha spirit to tomorrow's celebrations. You'll want to add this One Forty fan favorite to the menu! https://t.co/tExRR2jPwl
— FS Resorts Lāna‘i (@FSLanai) May 9, 2020
Highlight Health Efforts
Whether or not someone jumps on a plane may depend on dozens of factors, but whether or not someone drives an hour or two may depend solely on how safe they’ll feel once they arrive. Highlighting your team and their efforts to keep folks safe is a great way to address this hurdle.
Today's daily greeting is from our Housekeeping Crew! They've been working hard to ensure everything is sanitized and clean around the resort. We ❤️ them! pic.twitter.com/EbHAVAPq3M
— Predator Ridge Resort (@predatorridge) May 7, 2020
Last Minute Golf Specials
Sharing a last-minute offer is a great way to remind your followers that you’re open and give them a reason to not just remember this fact but act on it.
On Sunday, May 10th, treat your mother to a complimentary round of golf with one paid green fee. Just call the golf shop at 480-836-900 and mention this promotion. Remember, reservations are first come first serve… https://t.co/Dyz3bcSnUv
— We-Ko-Pa Golf Club (@WeKoPa) May 6, 2020
Similarly, accomplishing both of those things make only take a single link.
— Legacy Golf Club AZ (@LegacyGolfAZ) May 6, 2020
Whatever tactics you employ, looking to your local market is a great way to generate some revenue while you wait for destination travel to rebound.
See other examples you like? Let us know!
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