Page 41 - MGG - Venue Audit

GOLF CLUB NAME - VENUE AUDIT

CONCLUSIONS
While there is a good mix of midweek and weekend ‘hotel group’ business, there are still lots of opportunities
to increase this figure. This can be achieved by allocating a higher portion of the golf package to the golf
club, better management of the timesheet/room availability and a more focused sales process.

An area of potential growth is capitalising on the hotel guests that are looking to play golf. The green fee
rate for hotel guests looks to be low enough, and there appears to be room for these to be increased. The
20% discount is generous and should be revised to set rates.

There should be plenty of opportunities to upsell golf to your hotel residents by promoting it at every chance
you get – on check-in, around the general areas, in-room etc.

RECOMMENDATIONS
While it has been difficult to fully analyse the ‘Play, Stay & Dine’ revenue, it is clear to see that there is
plenty of potential to increase this revenue stream. Here are some of the areas we would recommend to
implement:

1. We recommend the green fee rates for guests are increased to flat rates as follows:

MIDWEEK WEEKEND

Winter €26 €32

Summer €32 €40

2. We recommend that the portion of the play & stay packages is increased, especially during peak times.
This will provide a better indication of what value the golf club timesheet has.

3. We recommend that the promotion of ‘golf’ to all hotel guests is increased, in particular the golf club
rentals. Can we incorporate the ‘golf’ message into emails the guest receives before arriving from their
stay?

4. We recommend that the booking details of the play & stay groups are entered into the BRS system.

5. Must ensure that both the golf team and hotel reception have access to both booking systems. This will
allow both teams to deal with any incoming enquiry without having to transfer calls or call the client back.

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