In golf travel, demand for cost-effectiveness has increased since COVID-19, while premium demand for private, special experiences, even if expensive, has also increased, making polarization clear.
Whether it is a premium or cost-effective product, the most important thing for golfers is a golf course. In particular, course conditions are emerging as an important factor in selection, even for cost-effective products.
news/cms/202411/11/news-p.v1.20241111.c65c4652ef1f47c3b3b722d497de0172_R.jpg" data-width="1100" data-height="550" /> Enlarge photo St. Andrews, Scotland.
Even if it is a cost-effective product, course condition is important
Southeast Asia is the region preferred by domestic golfers as an overseas golf destination. Thailand is currently ranked first in golf tours. Last year, Thailand was the most selected region among Hana Tour product users departing from December to February, accounting for 46.8%. This is followed by Vietnam, Japan, and the Philippines. The advantage of a Southeast Asian golf tour is that it is cost-effective. So, when it comes to Southeast Asian golf, unlimited golf and 36-hole rounds per day have become popular, but recently, there has been a change in cost-effectiveness trends as well.
Bae Bae-young, CEO of Jeongseong Tour, which specializes in golf and premium travel, said, “There is still demand for 36 holes a day and unlimited golf, but it is decreasing compared to before. Instead, even if it is a cheap product, there are more cases of considering the quality of hotels, resorts, and golf courses, or looking for products that allow relaxation and sightseeing together,” he said.
Moonyoung Jeong, CEO of Hana Golf, a golf partner of Hana Tour, also said, “In the past, when it came to Southeast Asian golf tours, people preferred unlimited golf and 36 holes a day. However, after COVID-19, the number of people who prefer unlimited golf has decreased significantly. “If you play a lot, you only play 27 holes a day, and the rest of the time you want to get a massage or visit a good restaurant,” he said.
In particular, course conditions are becoming more prominent as an important factor in selecting cost-effective products. Due to this trend, Japan is the region where golf tourists flock after COVID-19. CEO Jeong said, “Due to rising prices around the world, the prices of even cost-effective products have risen. However, in Japan, golf tourists flocked to the country explosively due to the low yen phenomenon, no caddies, low golf course usage fees, and the perception that the course conditions were generally good. Most Japanese golf courses are trusted by domestic golfers because the course conditions are guaranteed to some extent. Another reason for its popularity is that itineraries can be organized in a variety of ways, including hot springs, sightseeing, and shopping. “Based on Hana Golf products, Japan used to be in 4th place, but now it has risen to 2nd place after Thailand,” he added.
The reason this trend was formed is because of the spread of digital content and the openness of information. CEO Jeong said, “In the past, there wasn’t much golf course information. So, there were many cases where I left after only seeing the unlimited rounds option and was disappointed by the poor course conditions. But now, as digital content increases, just by searching on portal sites or SNS channels, you can find a lot of information, even about overseas golf courses that are not well known in Korea.
“As domestic golfers have more experience with overseas golf courses and have more information, they often check reviews about golf courses before choosing them, even if it is a cost-effective product,” he analyzed.
news/cms/202411/11/news-p.v1.20241111.b5a5dac48f3c486f91b3eb2c5ba62a41_R.jpg" data-width="1100" data-height="704" /> Enlarge photo Shadow Creek Golf Course, USA.
Demand for premium golf travel continues to increase, with people wanting a special experience rather than price.
According to travel industry officials, while the demand for cost-effective travel has increased since COVID-19, the demand to enjoy memorable trips in a safe and comfortable environment, even if it is expensive, has also increased, making polarization clear. The same goes for golf trips.
In addition to products recommended by travel agencies, the premium market, where consumers suggest itineraries and locations first and provide them as customized tours, is expanding.
Bae, CEO of Jeongseong Tours, said, “The demand for premium golf trips to world-class golf courses is steadily increasing. There are many cases where a small group of 4 to 6 people, such as a family or acquaintances, decide on a golf course they want to visit and ask a travel agency to customize it for them. Most people who want premium golf travel are people who run small or medium-sized businesses or work in professional occupations. “Also, they want to have a private and special experience, no matter how expensive the product is.”
In particular, long-distance regions such as the Americas, Europe, and the Middle East, which are not easily accessible, are differentiated by luxury. Demand is steady for places famous as one of the world’s top 100 courses, such as St. Andrews in Scotland, the birthplace of golf, and Pebble Beach Golf Links in the United States. In addition, various golf tour packages are being released that allow you to watch major golf tournaments such as the Open, US Open Championship, and Amundi Evian Championship on-site and enjoy a round at a nearby prestigious golf course.
Dubai and Abu Dhabi, which boast a pleasant climate of between 15 and 20 degrees Celsius even in winter, have emerged as popular destinations in recent years as they have luxurious facilities such as golf courses and hotels, allowing people to enjoy golf in luxury. In addition, Turkiye Antalya, known as the ‘resort of the gods,’ and Australia and New Zealand, which have many attractive travel attractions and renowned golf courses, are also places that are consistently receiving attention.
Premium golf trips are usually conducted with 5-star hotel accommodations, no options, no tips, and no shopping. Although it is an expensive product with a price of tens of millions of won per person, users are not concerned about the cost and pursue special experiences ranging from meals to lodging and sightseeing even if they pay more. Customized golf travel products operated by a small number of elites at each travel agency are expected to expand.
The number of 2-person round products has also increased.
Golf is a four-player product. The tee-off interval at most golf courses is set to the 4-person starting standard. However, the number of golfers who have difficulty finding a companion or who want to play a round alone without joining other players is on the rise.
An official from XGOLF, a booking specialist, said, “Recently, the number of golfers who want to enjoy single rounds as well as two-person rounds is increasing. This is due to the increase in one- or two-person households, the culture of individualism, and social distancing due to COVID-19. In line with this trend, we have recently made it possible to use single booking on the
The demand for two-person rounds is the same on overseas golf tours. In Thailand, the Philippines, Vietnam, and Japan, reservations for two people are possible at most golf courses. Therefore, recently, large travel agencies have also emphasized the fact that ‘2-person round’ is possible by adding it to the product name or running special exhibitions that only collect 2-person round products. However, in the case of golf courses crowded with Korean golfers during the peak season, rounds for two people are often not possible, so it is necessary to check in advance when making individual reservations.
Additionally, according to the travel industry, reservations are noticeably increasing, especially in countries where golf courses are in good condition and it is relatively easy to play a round for two people. Guam and Saipan are representative examples. Shin Jeong-jun, CEO of J&J Marketing, who is the representative of the Korea Guam Golf Association (KGGA) and is in charge of the promotion and marketing of Onward Mangilao & Talofofo GC, said, “Guam had a strong perception as a family resort before COVID-19, so the number of golf tourists was small. . However, while the number of general travelers has recovered to only 50-60% compared to before COVID-19, the number of golf travelers has actually increased. Guam’s golf course not only has good course conditions, but it is easy to book for one or two people. “It seems to have become more popular because couples or couples can travel and play golf comfortably,” he said.
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