The revolution of online booking influences our purchasing decisions on a regular basis across many channels from airline tickets to hotel reservations. The growing ease of access and development in technology has created and extremely competitive market driven by consumer demand and competitive pricing.
In recent years this model has taken control of the golf industry at an alarming rate with new third party tee time reselling sites popping up frequently to get their piece of the pie. Whilst the majority of these resellers follow the best practices outlined by both the EGCOA and NGCOA’s there are a number that are simply eroding the price, devaluing the golf course’s brand identity, value and taking the control out of the courses hands.
Lodewijk Klootwijk EGCOA Director said: “Golf Course Owners must be fully aware of the potential pitfalls that present themselves when working with third party resellers. With this in mind we are delighted to welcome Scott Anderson CEO of High Country Hospitality who has been a key player in educating members of our partners, the NGCOA in the US on this key issue.”
He added: “Scott’s presentation will outline the best practices to follow when dealing with third parties, highlighting how to utilise the power of the web to successfully market your facility to the consumer whilst maintaining your pricing and brand objectives.”
Scott Anderson is a 38 year hospitality veteran with over 30 years experience as a senior hospitality executive. Since 1979 Scott has held positions as President of the Hotel Del Coronado, President and CEO of Callaway Gardens, Managing Director of the 1996 Olympic Games, Executive Vice President and Chief Marketing Officer of Cendant Corporation, President and CEO of Swan and Richfield time Hospitality, President and CEO of High Country Hospitality, President and CEO of Dream Catcher, a destination club, and most recently Group President of Kohler Company’s Hospitality and Real Estate Division.
Scott specializes in helping the hospitality and golf industries navigate the convergence of technology and marketing in today’s environment. Inventory distribution, web based marketing, social media, data based marketing, understanding Generation Y; both as a consumer and as an employee are all areas that many in the hospitality and golf industry continue to struggle with.
Mike Hughes CEO of the National Golf Course Owners Association (USA) and Robert Fiegl, General Secretary of the Austrian Golf Federation are to name but a few of the panellists who will join the stage to following Scott’s presentation to continue the discussion on this hot topic from 23-25th October at the Tivoli Hotel in the heart of Lisbon.
Among the discussions and presentation topics on the conference agenda are: Growing the game of golf, the power and potential of the female golf market, embracing and integrating technological advances in the golf industry, Intelligent pricing in golf, golf development in Africa and the impact of your online reputation.
Some of the industry’s leading names to join the agenda are:
- Jeff Calderwood: CEO National Golf Course Owners Association Canada
- Dr. Nile W. Hatch: Chairman Quantival
- Gregg Patterson: General Manager The Beach Club Santa Monica
- Jeroen Korving: Managing Director Leading Courses
The European Golf Business Conference is open for registration at www.egcoaconference.euDue to high demand this year places are now limited.
