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Published on : Friday, May 27, 2016
Macdonald Hotels & Resorts has partnered with PlayMoreGolf, the UK’s first online points-based flexible membership programme, to further enhance its customer experience by providing golfers with additional choice and flexibility with their club memberships.
The UK’s largest independently owned hotel group will integrate PlayMoreGolf’s bespoke web booking system and flexible membership programme alongside its existing packages, with the aim of meeting the demands of the growing number of transient golfers whose needs are not being met by ‘traditional’ golf club membership.
Golfers will have the opportunity to become a member at one of five Macdonald Hotels & Resorts across the UK and, for a fee of £325 per year, will be given a minimum of 100 points. 80 of these points are to be utilised at the designated ‘home’ club and 20 reserved for rounds at other participating ‘away’ clubs throughout the PlayMoreGolf network.
Commenting on the flexible approach to golf membership, Keith Pickard, Group Director of Golf and Health & Fitness, Macdonald Hotels & Resorts, said: “The ability for a golfer to use their ‘away’ membership points within our network of venues is what initially attracted me to the PlayMoreGolf scheme. We believe this flexible approach will help attract more individuals into the game and will change the way golfers undertake their memberships in the future.
“This flexible approach will mean our members not only have the opportunity to play golf within the Macdonald Hotels & Resorts network, which is a considerable benefit to them, but that we will also see an increase in the number of visitors from other clubs. This will have a positive impact on our tee sheet, increase our FMCG sales and the number of golf breaks at our venues, all of which will have a positive impact on our revenues.”
Launched at the end of 2015, the innovative online points programme was created by the same team that delivered 18,000 new members to 12 golf clubs within the De Vere Venues network in just four years. The PlayMoreGolf packages include sales training support, member acquisition marketing campaign support, a fully integrated Customer Relationship Management (CRM) programme and a web-booking engine that directly interfaces with the club’s booking requirements.
PlayMoreGolf director, Jamie Carroll, said: “Macdonald Hotels & Resorts is a great example of a golf venue operator in tune with its customers’ wants and needs.
“This new relationship between our two brands reflects a measured and positive outlook on the market and the benefits that providing a flexible approach to golf memberships can provide.”
Participating Macdonald Hotels & Resorts venues include: Macdonald Hill Valley Hotel, Golf & Spa; Macdonald Linden Hall Golf & Country Club; Macdonald Portal Hotel, Golf & Spa; Macdonald Cardrona Hotel, Golf & Spa and Macdonald Spey Valley Golf & Country Club.