Although sports like pickleball might attract some guests as the new sport on the block, experts say no other amenities can drive revenue in the way a well-crafted golf package does to this day.
Hoteliers say that their resorts are turning more these days to golf inclusive experiences, leveraging the time-honored game that still is tops for sealing corporate deals and facilitating high-powered networking — regardless of economic cycles.
“The [revenue per available room] on a golf package is $450 more per night compared to a leisure guest room night," said Carlton Grant, managing director of Palm Coast, Florida-based Hammock Beach Golf Resort & Spa. "Because of the opportunity to upsell experiences beyond golf and accommodations, golf packages at Hammock Beach are a significant revenue-driver."
He said the Aimbridge Hospitality-managed property approaches pricing for golf rounds the same way as they do room nights.
The most popular golf package at Hammock Beach is the straightforward golf and accommodations for four people with tax, fee and tip included, Grant said. A particular program that is unique to this resort is a designated golf concierge who oversees all golf stays with personal concierge experience for dining reservations, additional activities planned, private events for the group and even meeting the golf guests on the tee box to see them off on their round.
"This is an elevated resort service that allows for strategic upselling in [food and beverage], such as chef dinners, steak and wine experiences, among other resort experiences," Grant noted.
Michael Trampas, executive vice president business development and marketing at Rentyl Resorts, agreed.
"Golf continues to serve as a premium draw for resorts, particularly when packaged thoughtfully," he said
Resorts, including those under Rentyl’s umbrella, are beginning to adopt dynamic pricing strategies for golf activities, mirroring revenue management practices in room pricing. By incorporating demand forecasts, tee-time scheduling and even weather trends, golf pricing can be optimized for maximum profitability, Trampas said.
"Today’s guests want more than just a round of golf. They’re seeking immersive experiences," he said.
Popular packages may include golf and spa dual packages for couples, pro lessons or clinics for amateur golfers, and perks such as fine dining, exclusive club access or wellness activities tailored to golfers.
"Golf packaging can be a significant earner when integrated into a resort's overall guest experience strategy. Resorts that pair golf with ancillary services tend to see higher guest spend per stay," he said.
Sarah Lynch, chief operating officer at Brick Hospitality, wholeheartedly agreed, noting that these packages are "designed to enhance the guest experience and increase overall spending."
"These packages often bundle accommodations with golf rounds, spa treatments, dining options and other amenities, providing added value and encouraging guests to utilize multiple services during their stay," she said.
These comprehensive packages help resorts boost ancillary revenue and improve guest satisfaction, she noted. By effectively analyzing guest spending patterns and preferences, resorts can tailor their offerings to meet demand effectively, which leads to increased profitability.
"This holistic approach to revenue management ensures that all aspects of the guest experience, including golf, contribute to the resort's financial success," Lynch said.
Aaron Green, director of golf at La Cantera Resort & Spa in San Antonio, Texas, noted that the property has been "dynamically pricing" golf play on its signature championship course for more than a decade. Golf packages even include amenities such as daily breakfast for two and branded attire.
"We are able to advertise [golf packages] more during slower times and attract a new audience who may have never been here before or hasn't visited in a while," he said. "Having a golf course is definitely an asset to us, and we look forward to continuing to capitalize on it."