Page 26 - GBC Fall English 2025 flipbook

Additionally, pricing can be
used to steer behaviour around
booking channels. If operators want
to drive more traffic through their
own websites rather than third-
party resellers, a small pricing
differential can nudge golfers in the
right direction, improving margins
and strengthening direct customer
relationships.
Some courses also use pricing
to test new programs, tee time
products, or off-peak experiences.
For example, twilight rounds,
weekday bundles, or last-minute
walk-on specials can be priced
dynamically to both reflect demand
and encourage trial.
In this way, pricing moves
from being a purely financial tool
to a strategic one. It can support
marketing goals, operational
planning, and customer experience,
all while maintaining fairness and
transparency for golfers.
CHALLENGES, CONCERNS &
MISCONCEPTIONS
Despite its growing adoption,
dynamic pricing still faces
skepticism in some circles. One
common concern is that it will
alienate loyal players who are
accustomed to a fixed price. Some
worry that it could introduce
confusion or seem unfair if not
implemented thoughtfully.
But in truth, the concept of
variable pricing is not new to golf.
Most players already accept that a
Saturday morning round costs
more than a Tuesday afternoon tee
time. Courses have long charged
different rates based on demand
and dynamic pricing simply refines
and expands on this familiar
concept with more precision and
flexibility.
The key to avoiding negative
perception lies in transparency.
When golfers understand that
prices vary based on demand and
that they have the opportunity to
book earlier for better rates, pricing
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Golf Business Canada
becomes a tool for empowerment
rather than frustration. Clear
communication is essential, both in
how prices are displayed and in
how changes are explained.
Another challenge lies in
organizational change. Introducing
dynamic pricing means more than
simply flipping a switch. It may
require new software tools, staff
training, and shifts in internal
workflow. Some operators are
understandably wary of this
transition, especially during peak
seasons when change feels risky.
There’s also a misconception
that dynamic pricing must be either
fully manual or fully automated. In
reality, most modern systems offer
flexibility. Operators can set
boundaries, floors and ceilings, or
even schedule overrides when
needed. The goal is not to eliminate
human control, but to enhance it
with smart decision-making
frameworks.
Finally, there’s a perception that
dynamic pricing only benefits high-
demand courses. While it’s true that
popular facilities have more upward
pricing potential, quieter or seasonal
courses can also benefit by
improving occupancy in off-peak
times, smoothing out volume across
the week, and running targeted
offers more effectively.
These concerns are not without
merit, but they are also manageable.
As with any operational strategy,
success comes down to thoughtful
planning, consistent execution, and
a willingness to adapt.
BEST PRACTICES FOR
IMPLEMENTATION
For golf courses considering
dynamic pricing, the path forward
does not have to be complicated or
labour intensive. The first step is to
identify the main business
objectives, whether that’s increasing
revenue, boosting prepayments,
filling underutilized time slots, or
encouraging early bookings.
From there, courses should look
to their historical tee sheet data. The
best systems will ingest this
information automatically and surface
trends that can inform strategy. Past
booking habits, lead times, demand
peaks, and gaps are all indicators that
can guide the pricing logic.
Once the data is in place,
operators simply define the key
parameters:
•  Pricing bounds. Set the minimum
and maximum rates for each part
of the schedule to maintain brand
consistency and customer trust.
•  Exceptions. Identify any customer
groups (e.g., members, leagues,
juniors) that should be excluded
from dynamic pricing or offered
special conditions.
•  Custom rules. Apply additional
considerations such as holidays,
tournament days, or preferred
pricing for direct bookings.
These guardrails ensure that
pricing remains flexible, fair, and
aligned with the course’s goals.
Modern tools are designed to make
this process intuitive and automated,
not a burden.
Most importantly, dynamic
pricing does not need to be rolled out
all at once. Starting with a portion of
the tee sheet for example, weekend
mornings or bookings less than
seven days in advance allows
operators to ease in, monitor
performance, and make adjust-ments
with minimal disruption.
Ultimately, with the right
systems and a clear set of objectives,
dynamic pricing becomes less about
managing complexity and more
about unlocking opportunity. It’s a
smarter way to align pricing with
demand, and a proven tool to help
courses thrive in a changing market.
FUTURE OUTLOOK AND
INNOVATIONS
Looking ahead, the future of dynamic
pricing in golf is increasingly tied to
advancements in artificial intell-
igence, data integration, and
customer personalization.