Marketing can take unforseen turns

I am not sure what odds the bookies in Britain placed on Tom Watson winning the 2009 Open Championship..but suffice to say they would have been long odds! His performance was remarkable, with a storybook quality to all four days...with the exception of the 72nd hole.

From a marketing perspective, I think the Ailsa Course at Turnberry could not have looked finer. The weather was what people perceive as typically Scottish, sans the rain! Turnberry Hotel sat majestically overlooking the entire procedings. Mr. Watson's performance resonated with so many golfers in the 50's and older. As a result I think Scotland and Turnberry specifically will see an increase in visitor traffic because of Tom Watson. He was so close to setting a multitude of records as he approaches his 60th birthday, against the finest golfers of our time. For many golfers who can appreciate the sport as we all get older...aching backs, shorter back swings, putting strokes no longer fluid...it happens to us all...except for 4 glorious days to Tom Watson.

In it's own unique way, I think many golfers will want to see for themselves where Watson almost pulled of one of the greatest feats in golf. They will want to walk the turf and see if it rekindles some of their earlier form...is the Ailsa Course at Turnberry, the "Cocoon" of golf after the award winning 1985 movie?

Golf travel to the British Isles always enjoys an uptick in interest level around the Open Championship due to the extensive media coverage. This year will be different. Scottish tourism desperately needs a shot in the arm after a very challenging 2009 and we can all thank Tom Watson.

Looking out for yourself today has consequences

I was told this morning a story about one of the best known deluxe hotels in Scotland that during the recent downturn took the position of holding prices steady. That is an admirable strategy but time has, I believe, led them to rethink some of this pricing. The hotel in question has laid off various personnel to recognize a noticeable downturn in business. As a result of events completely outwith our control 90 days ago we had the need to place approximately 80 bednights (plus two dinners at approx $80/person) with a hotel in Scotland. Given various considerations we opted for this property. It made sense on a variety of levels and for our clients it will be a fine experience.

We recently asked for one room to be provided for a staff member travelling with the group. The hotel reverted with a rate of over $300 per night, but promised "the best available room"!

Our group shall remain in their property but their attitude has badly damaged my view of their facility. One of the things I have noted during the last 9 months has been the willingness of people to work together, to help each other. Moving forward, this hotel will never know how much business I shall quietly redirect to suppliers that can equally deliver a fine experience for our clients...and on balance are more appropriate & professional to deal with.

Surviving these times is incredibly challenging and tiresome but there is no easy solution. We have developed tremendous working relationships with a group of suppliers who "get it". Everyone is working harder for less money....margins are tightened but there is still business to be had.

In the last 4 weeks we have seen the trend of late bookings as we never saw before...clients booking on a Tuesday for a Saturday departure! The one part of the story that is slightly worrisome is the weakening dollar...we hope the trend will stop and the currencies stabilize as this is a tough time to increase prices. As a company we guarantee the US dollar price at the time of deposit...as a result, given various incentives and supplier considerations, this is an opportune time to plan travel, even if it is for 2010....but not to the unnamed hotel!

Luxury Golf Cruise possibilities around Britain

Previously we had considered our market segment somewhat recession insulated...as did many luxury brands, however the last 6 months have clearly shown everyone that is not the case. Having said that I am extremely proud of how everyone at PerryGolf has handled the challenges. We created a game plan and have used the many resources available to us to market programs we thought fit the circumstances.

We however continue to seek out deluxe programs and travel opportunities. To that end we are delighted to have identified the Harmony II. She is a 189 foot classic steel-built mega-yacht, launched in 1954, that has been fully and lovingly restored by Alan and Martin Pedley over the last six years. The restoration project, a total internal and external refit, included the installation of new engines and the replacement of 85 tonnes of hull plating.  The ship is unique, as the designers have avoided ultra-modern fashions which inevitably lead to a sterile environment. Instead, a careful blend of traditional style and modern functionality has been maintained throughout, with the interior design mirroring the carefully restored classic exterior, so that a warm and comfortable ambiance has been achieved. She holds 12 passengers in the utmost comfort and is ideal to sail in British waters while enjoying a most relaxing golf experience at some otherwise difficult to reach links.

Images of this beautiful vessel are available at: http://www.harmonyyachtclub.com/virtual-tours/

We shall be announcing specific programs in the near future. During these challenging times it is always particularly rewarding to be able to introduce new travel opportunities to our many clients.

Good news...anywhere?

I was speaking to a good friend today in the golf industry who had just returned from an extended (40 day) trip through Asia (China, Thailand, Vietnam, etc) seeking out new golf developments. He was of the view that only a fraction of the currently conceieved projects would indeed become successful....or even get out of the ground. Most smart money has finally realized that golf courses as stand alone business models rarely are profitable. Whether as (new, high end) daily fee or private clubs...the last few years has been tough...and 2009 is a bloodbath. As my friend confirmed, Asia is not immune from the economic problems and here in the USA many established clubs are fighting for their very survival.

I expect to see 5 - 10% of golf/country clubs go bankrupt over the next 24 months in the USA. The fundamental model for many of them is flawed. Society has changed and golf is one of the current losers in the shake-up. Various ideas have been discussed...but one thing is for sure...there are no easy answers or quick fixes. Indeed, there is no cookie cutter solution...every club has it's own unique challenges and solutions.

Leisurecorp from Dubai who recently purchased Turnberry Hotel in Scotland are in the midst of a $50Million refurbishment. Recent reports suggest even Leisurecorp are under pressure to perform...no one is immune.

As the travel press has reported incessently, value added travel offers are everywhere. Availability has never been better and suppliers are working tirelessly to ensure memorable trips. The challenge is that even if trips were free, travelers will not have the confidence to travel if they feel they may not have a job or a business to return to. Lack of confidence.

We need a few weeks of sustained decent news...not great, but a material change from the depressing articles we currently see, hear & read on a daily basis.

The golf travel industry just needs Tiger to win the Masters and the U.S. Open, ideally both events by wide margins...and then off to Scotland he goes with a vast entourage in tow to see history unfold. If only it were all so easy!

The luxury (golf) travel landscape

It would appear that no industry is immune from the current economic challenges, indeed the travel industry is feeling the full effects of the lower confidence of US consumers. Having said that, I believe that the affluent (golf) traveler will probably return to their lifestyle habits, including travel, quicker than the wider population.

Since the New Year we are witnessing some very early indications that some of this may be occurring. For the prospective international golf traveler there truly has never been a better time to buy a foreign trip; availability is excellent; suppliers are providing some value added incentives and the exchange rate is generally more favorable today than it was a few months ago.

An emblematic sign of the times in southern Spain; an unnamed, exclusive club which has accepted visitors on a limited basis for many years has dropped green fees by 40% while opening up access significantly.

On the air travel side, premium international travel has been affected by a decline in corporate travel and as a result it has probably never been cheaper, with good availability, to purchase discounted First & Business Class travel.

These cycles are just part of the normal economic ebb & flow and are inherently good as it tightens up businesses that possibly were getting overstaffed or delivering poor service. I know from personal experience that as a company, we have been innovating with various changes to our business practises and also redoubling our efforts to develop compelling travel opportunities. We also have been working to create messaging and communications which are as attractive as possible to potential travelers.

On the supplier front, we are excited about seeing Turnberry Hotel reopen after their extensive renovations & refurbishment this winter. Turnberry was acquired by a Dubai based company in 2008 and have closed the golf course and hotel over the winter as they prepare for the 2009 Open Championship. The hotel is being rebranded as a Luxury Collection property within Starwood (an upgrade from Westin) when it reopens this coming summer.

Also in Scotland we have course openings at Castle Stuart (near Inverness) and Machrahanish Bay which will both add tremendously to the golfing landscape in their respective regions.

All in all, a wonderful time to travel if you have the ability to make the trip.

The economy and international golf travel

For a number of years, as the economy has enjoyed solid growth, international golf travel has also increased in terms of travelers and dollars spent. As that demand increased at various destinations around the world, more often than not so would prices. The basic law of supply & demand.



Historically we have seen "golf inflation" increase in some areas at a far greater rate than inflation calculated with more of the staples of life. Golf inflation being defined as the increase of green fee rates.



Therefore, as we hit this speedbump in the world economy and the impact of this slowly works through various sectors, it is heartening to see suppliers take the lead in holding prices for the 2009 season, even as their costs increase. The latest, and highest profile announcement is that of the St. Andrews Links Trust who manage the Old Course, St. Andrews are leaving their green fees unchanged for the 2009 season. This is welcome news and while the actions of one supplier will not change the underlying challenges in our business, we hope that others join in and make a similar statement. We have previously been advised by a number of hotels they are maintaining 2008 prices for travel in 2009...great news as these companies understand, as the Links Trust does, the need for a concerted effort to reinvigorate golf travel to the British Isles.

Various thoughts

I have never been one to play nine holes of golf on my own, or even contemplate a golf vacation without friends...but some people relish the experience. Many travelers to the British Isles would not travel in any other fashion. Many people enjoy the unique opportunity to meet new friends around the world on the links courses. By definition you are far more likely to mix with the locals and other travelers if you are not ensconced in your group of 8 golfers from your home club. A pleasant conversation with the starter or golf pro and before you know it, you may be striding down the first fairway with the local butcher and Club Champion. Over the years I have come to respect the role of the group leader as it can be fraught with frustrations, trying to get your group together is akin to herding 8 cats into a wheelbarrow...and for some, it is simply not worth the effort.




Guys are probably all guilty of the last minute purchase in the airport on the way home...well, at least I have heard my friends talking...so the question is, how do you locate a better gift for the spouses than a bottle of perfume? Plan ahead is the short answer. Ask the Concierge in your hotel. Make an effort to identify products in advance of your trip that would be appreciated and are native to your destination, e.g. New Zealand lambswool. Be sure to carve out time in your schedule so that you can shop in a reasonable fashion as opposed to a mad rush on your last day. While I will not claim to be a shopper, one of the most enjoyable shopping experiences was in Lijang, China as there were so many interesting and unique options available.

Air Travel...options

Scheduled air service continues to defy the odds and get worse. When we thought we had witnessed poor service, they find ways to charge more and do less. Senior management of many US airlines have a bunker mentality that flows to the front line workers in many cases. To suggest they are in a service industry is a misnomer.


In our business we see people think they are comparing apples to apples in terms of international premium cabin travel and nothing could be farther from the truth. Not all Business Class tickets are created equally. Whereas Singapore Airlines is considered by many to be the gold standard, a number of US airlines operate at the other end of the spectrum. As they have tightened their belts through economic turbulence, management has wisely stopped investing in premium products that garner the most revenue and yield! An example would be US Airways which offers some of the saddest "Envoy Class" (Business) service to be found. In no particular order; the seats are basic recline and squirm in design - the type most premium airlines retired some time ago; food and catering options which are no better than we expected in economy a few short years ago; a surly cabin crew who only want to rest the tray they are carrying in front of you so they can read the book they just bought; airport lounges which are busier than the concourses and I have consistently noted a friends and family upgrade policy for gate agents to use so that a cabin is filled with families and anyone else the gate agent wishes to curry favor with - no point in wasting such benefits on paying customers! The discounted fare that they offer is there for a reason...because that is all it is worth. Premium airlines with meaningful products may well charge slightly more, but I would strongly encourage you to consider all of the merits of your options. Two simple rules to remember. Not all Business Classes are created equally, unlike economy class (for the most part) and secondly, refunds are not issued at 35,000 feet when 90 minutes into a 15 hour return flight you have realized the your error!

Sadly Eos Airlines closed down this week, one of the start up carriers with an all Business Class philosophy which highlighted how bad the service has become at the legacy carriers.



As the scheduled airlines do their best to offend the travelling public, I have become aware of two attractive options for short haul air travel in the southeastern USA. Using the VLJ (Very Light Jet), a company named DayJet started service from Lakeland, FL. Two pilots and three passengers in a small jet (hence VLJ). Your cost is based on how flexible you are and therefore the ability of DayJet to sell the other 2 seats. The least expensive is approximately $1 per mile...the most $3 per mile. It is on demand service within a defined region, currently it is Florida, southern Geogia and southern Alabama...with plans to be in the Carolina's later this year. The second option is an air taxi service (SATSAir) operated from Greenville, S.C. They have a fleet of approximately 30 Cirus 22 single engine aircraft. Rates start at less than $500/hour and for short hops it is very affordable (pilot plus three passengers). Limited luggage space although three sets of clubs will make it! As the airlines continue to alienate their best yielding customers, more alternative options will become available and the downward spiral will continue.

Travel trends

The recent changes to checked baggage policy by some US airlines will certainly affect golfers as they travel. For years we have been occassionally required to sign the "limited release" baggage document by the airlines, to protect them in the event of damage! In typical airline fashion, this policy was administered with the consistency of a drunken sailor...the only change now, is that they will charge you for the pleasure!

To combat the consistently poor luggage handling of the airlines I have been shipping my golf clubs ahead of me when it makes sense. I have enjoyed good success for short trips around the USA with UPS. The are reliable and very reasonably priced if you can use their Ground Service. We have also been using a company, Sports Express, for our clients as they travel internationally. Sports Express in turn contract with UPS and FedEx but they are your concierge in front of the shipping companies should you encounter any service issues. There are far greater complexities when shipping golf bags, or indeed anything overseas, as customs can be a serious problem... if all of your paperwork is not entirely correct your attempts at trying to make your life and travels easier will seriously backfire! My advise is to use someone like Sports Express.






Another area which has changed significently in recent years is communications, and more specifically, communicating home or to the office when you are on vacation. I use a number of tools when travelling, each for a different purpose based on cost, reliability, etc. For the more mundane domestic US travel a cell phone is hardly a revelation. I could not recount the last time I used a hotel room phone or pay phone. My phone/PDA also delivers my voicemails as email attachments so I can easily listen to without calling my voicemail at the office (to discover I have no messages). When travelling overseas I will buy a local SIM card for my cell phone so that I have a local number if I will be in that country for several days. It is now substantially easier to have US Carriers unlock cell phones than in the past. I called AT&T prior to a trip to Asia and they provided an unlock code within 5 days, it was very easy. Finally, for overseas travel I use Skype. Most hotels have broadband internet access and I use Skype to stay in touch via video with home. It works extremely well and is no charge...the price is right. I also use Skype (their SkypeOut service) for calling back to the USA from overseas (2.5 cents/min). All in all, with the correct planning you should be able to remain in as much contact as you wish when travelling...all for a reasonable cost.



An issue that occurs with our clients from time and I have noticed is consistently handled in a different fashion overseas, as compared to travelling within the USA...rental cars. On average I probably rent 30 cars annually. I have found Avis to be the most reliable but I would suspect most of the major companies are similar. The process is all very convenient if you are a member of their premier club, the car and paperwork are waiting for you, no lines (generally) and the return has someone in position to verify fuel and make sure all four tires are returned! Once you have their receipt in hand the transaction is completed. Consistently outside the USA I have noticed a much stricter review of cars for scratches, dents or any other damage when you return it. It is thoroughly inspected. During the rental process some companies (outside USA) will take a charge for the full tank of gas that will be refunded to you after you return the car with same. This adds another step in the process and just makes less convenient. The one lesson to NEVER forget, when you end your rental agreement, get the final receipt from the company which simply acknowledges it is back in their custody without damage and with a full tank of gas. Failure to insist on this can be problematic if subsequent questions arise or damage is identified.

...and the golf season officially starts!

The Masters will forever be the official start of the golf season. It is when so many golfers start to think about the pending golf season. For many years golf was a male bonding experience, but we are witnessing a quiet migration to more of a couples travel experience. While the "guys trip" to the British Isles still exists in many quarters, spouses are enjoying 10 day and longer trips to such exotic destinations as China, New Zealand and South Africa. What should one of these trips look like, to keep all participants satisfied and deliver a great travel experience?

Ideally, the trip starts with two or more like minded couples, composed of either 2 or 4 golfers. If only two of the group are golfers, it is important to establish a finite number of rounds of golf you wish to play during your trip so that the non golfers have a clear expectation of what the trip will look like on days when golf is not an activity. If I may use South Africa as an example, the trip may be 11 nights in total on the ground. Of the 11 nights, 3 should be spent on safari (during one of these days golf may be scheduled. During the remaining 8 days, considering you have some travel time...lets add 4 more rounds of golf. With proper planning you will get to enjoy the very best golf that the destination has to offer, enjoy a safari with your spouse plus leave many afternoons and several full days for sightseeing. Quite possibly your spouse will be delighted to spend some time relaxing and you golf...or she may visit the spa or go shopping. Taking your golf clubs on overseas trips does not mandate they are used very day!

One question often asked of me is the value of travel insurance. As with most things financial it becomes a personal question, in the simplest terms, what is your threshold for financial loss. Some travelers realize they may lose money if they cancel a trip but are willing to live with these consequences. Other travelers prefer to pay a small premium, usually around 6 - 7% of their trip cost to provide some protection in the event of an unexpected change of plans. Probably the worst path to follow is that a medical reason or some other unexpected emergency is sufficient grounds to waive the agreed terms and conditions on your travel arrangements. On rare occasions this may be the result, but it is folly to leave yourself reliant on a favorable outcome when you only basis for discussion is future goodwill. Travelers must remember that all suppliers are running businesses with significant financial considerations. We would consider all elements in making a final determination on how to handle a situation but invariably it is not the open checkbook policy some travelers expect... because this is the travel industry!

Golf Travel - Facing some headwind?

It only takes a few moments reading the newspaper or watching the news to realize the media is well focused on the struggling economy. While I have long believed we are fortunate to sell to an audience which is recession insulated, I would be foolish to believe this current downturn is not having an impact on our business.

The combination of a slowing economy and weakening dollar is a one two punch that directly impacts potential travelers who are considering an overseas vacation. The more affluent travelers will, on average be less concerned about making the purchase decision as for them it is a lifestyle choice. We have also spent a considerable amount of time and effort in recent years substantially expanding our portfolio to include a total of 12 destinations with land based programs and many more from our Golf Cruising programs. This diversity of programs and destinations is serving us well as travelers decide to alter their plans for various reasons.

Looking from the other side, one destination which has been particularly hard hit is Ireland. For the last 20+ years they have done a terrific job of promoting golf to their shores. In many ways it was perceived as a well priced alternative to links golf in Scotland. As demand increased so did the prices...as the dollar weakened to the euro the prices increased even more. In many ways for golf travel to Ireland, the 2008 season represents the perfect storm.

Having said all of the above about the challenges facing travel, lets focus on the positives. Golfers wishing to travel to the British Isles while watching their budget can still do so and enjoy a terrific experience. Northwest Ireland remains great value, outstanding links golf, relatively few golfers and fine accommodations. The golf course names may not be household in stature but the quality of the golf experience is outstanding. Another interesting aspect of golf in Northwest Ireland is that along with fewer visitors, you will most likely find the locals more engaged in, and interested by your visit. The chance to enjoy the unscheduled pint of Guiness with the local butcher at his golf club is far greater than in the more tourist developed regions.

International Golf Travel - Restarted

Never was a truer word uttered about children changing your life! With our son 2 1/2 and becoming a little person I am able to resume some of my travel and also recommitted myself to posting my blog on a regular basis.


Our business since 2005 has continued to evolve substantially. While the British Isles remains the mainstay of our business, we have enjoyed solid growth and business activity to our 8 non-British Isles destinations. Additionally we are in the process of launching a significant addition to our golf travel lifestyle options when we introduce, "Golf Cruising by PerryGolf". This is a collection of Golf Cruise programs aboard a variety of ships and barges throughout the world.



Moving forward I intend to spend some time and discuss different destinations and travel options in various destinations around the world, which I believe resonate with affluent travelers seeking a premium golf travel experience.



The one common issue with virtually all international travel, save for a few very lucky people, is air travel. As the airlines grapple with high fuel prices, antiquated labor contracts and otherwise surly staff a few bright spots on the horizon;



Heathrow - Terminal 5 - The new home for British Airways and it is spectacular. The traffic flow is designed for current living, traditional check-in pods have been removed in this online world...BA expects upwards of 80% of their passengers to check-in before arriving at the airport, they will head straight to the Bag Drop area before clearing security. The Terminal sets a new standard for airports and the lounge complex (for premium passengers) is very well done. It will be interesting to see how other airlines respond as this will give BA a clear advantage in the service battle. They currently have a superior onboard service...the ground experience will match it. You may view more details at http://www.heathrowairport.com/portal/page/XYZTerminal5/

I travelled to the UK last fall and took advantage of the opportunity to try Silverjet, the UK based airline offering an "All Business Class" product on board a B767 with 100 seats. Overall,a good experience I would recommend them BUT this is a classic case of the marketing guys running the company. The simple rule of commerce.....expectations must be realistically set and delivery must surpass (http://www.flysilverjet.com/) . It would be entirely reasonable for your expectations to run away if you take their marketing material seriously...always temper your enthusiasm with the "how much did I pay" reality check. Specifically;

The seats are angled, lie flat that I slide on, best comfort is the Z position

Entertainment is a hand held pre loaded digital movie player

Food service is decent. Try to get a second glass of wine with dinner!

Lounge in Newark is fairly basic, landside operation. Lounge in Luton is good, arrival process has showers, but no private basin in which to shave!

Best part of entire experience, and worth the effort to fly Silverjet at least once from Luton...check-in and boarding process through their private security...very slick by any measure.

I hope they succeed although with the current oil price level it will be challenging. They offer a Business Lite product and do not expect any more than that...indeed, they charge a Premium Economy fare and deliver a Business Lite experience...now why can the marketing guru's at Silverjet now sell on that basis!

This week Singapore Airlines, the leader in air travel excellence announced plans to convert it's daily nonstop service to Singapore from NYC and LAX to an All Business Class enviroment. This decision is apparently based on operational costs and also the understandable lack of demand for 18 hours in a Premium Economy seat. They will operate these flights with their flagship Business Class product (http://www.singaporeair.com/saa/en_UK/content/exp/new/businessclass/index.jsp) ...for scheduled air service,this is about as good as you can expect.

Summer Travel

As my wife and I awaited our first child my travel schedule has been significantly curtailed but I did manage to play Butler National Golf Club in Chicago. Recently lengthened to 7500 yards with a slope of 158 and course rating of 78.2...she is a monster. While the course sits in the midst of suburban Chicago with office buildings and roads alongside the course, I thoroughly enjoyed the venue. Unquestionably difficult, but very fair. The club is an all-male bastion which has a terrific ambience. The service & food are excellent...it all just feels right. It would be quite easy to envision the course hosting any golf event (membership policy excluded) and provide the sternest challenge to the finest golfers in the world.

In terms of new golf development, Scotland has taken a back seat to some other nations over the last 10 or so years. Doubtless, there have been some terrific courses added to the landscape, principally Loch Lomond & Kingsbarns come to mind. In addition, there have been a number of other courses that provide an excellent experience. Looking forward I am very hopeful that Scotland will add some very good new courses...and possibly some great ones. Developments currently under construction and in varying stages;

Machrahanish Bay - alongside Machrahanish Golf Club on the tip of the Mull of Kintyre, a new course which has been the passion of renowned Scottish golf course photographer Brian Morgan. This area of Scotland is rather remote but an additional course provides greater incentive for travelers to make the effort. Realistically 2007 opening.

Carrick on Loch Lomond - Located just to the south of Loch Lomond Golf Club, on the shores of Loch Lomond, it has the potential to be one of Scotland's very best inland courses...opening in 2006.

New Course in St. Andrews - The much discussed 7th course for St. Andrews. Construction is now underway with a projected 2007 opening. Over the last 5 years we have seen St. Andrews emerge as more than just "play the Old Course" and move along, but more people now spend 4 or 5 days around this delightful town, playing a range of courses, including the Old Course. Doubtless #7 will only add to this trend.

British Airways...the recent, much publicized challenging strike at British Airways, was in my view handled as well as could have been expected by the airline. They were thrown a difficult set of challenges when their principal catering supplier went on strike and then some of the ground staff walked off the job in sympathy. An airline is an incredibly complex logistical operation with planes, crews, maintenance, landing slots, etc, etc. British Airways stepped up to the plate in this instance and did virtually everything within their power to address the issues. The media (principally British) had a field day with the stoppage but I am exceptionally confident had a similar scenario played out at a US airline and the response would have been much different. Certainly passengers were adversely affected, but British Airways deserve respect for their handling of the situation...the people that deserve scorn are the relatively few BA ground staff who walked off the job and their responsibilities.

St. Andrews Looked Inviting

The extensive coverage provided to the Open Championship recently was terrific. The weather that participants experienced at St. Andrews is probably fairly close to what I would imagine to be the ideal links golf experience....some days warm enough for no sweater....a good solid breeze (changing directions), some rain to settle the dust, firm fairways & greens...it all combines for a golf experience unlike any other. The Old Course looked to be in excellent condition, but when you speak with someone who has never played links golf, they opinion ranges from one;"...that looks like so much fun" to "...you call that golf?” Regardless links golf is the very soul of the game of golf and your desire to experience is one of personal interest & expanding your horizons.

The service business is a finicky affair, and for my own sanity developed the, "Three Golden Rules" which are written in the context of our business. Expectations…have you met reality? The first order of business forever must be to create a sense of expectation with the client that is reasonable and shall be met. Whether it is when you will reply to him with information or what he should anticipate receiving, the list is endless. Specifically relating to his future trip, it is as simple as ensuring that when he walks through the door of a hotel, he will be satisfied. If he is expecting the Palace of Versailles and sees “early attic” furniture, we have a problem. The same person could walk through the same door and like what he sees…if he has different expectations in his minds eye. You can trace many, many of (the few) problems we encounter to this simple concept. It is difficult to share too much information with a client, for it all adds to the picture he is painting in his mind of what to expect. For example; we set up expectations as clearly as possible with respect to the delivery of caddies, we do not guarantee them, for if we did, and then failed to deliver, we have violated this principle, we do not provide odds of being successful in the Old Course ballot, but rather try to provide a better understanding of how it works or indeed, we do not indicate the summer weather in Ireland is dry, calm and warm without fail, for that would be creating an unreasonable expectation…with the wrong clothes in the suitcase! I think I have made my point, but this simple concept is the foundation for a memorable travel experience.

No surprises. Our clients typically do not like surprises when they travel (we are not speaking of gifts), for most surprises have some negative connotation. People like to set expectations and then for everything to run smoothly thereafter, no surprises. Simple. A surprise is to turn up to your favorite restaurant with your seven golfing friends and discover your reservation was lost and they are fully booked, or a surprise is to be handed a hotel bill at checkout for accommodations when you paid as part of your package. Our clients particularly dislike surprises in front of their peers. When we know of potential problems, one of our jobs is to navigate them away from the situation, as we did with the protests in Edinburgh around the G8 Summit Meeting. We proactively avoided surprises caused by traffic tie ups. There are many examples of this, it adds to the experience of traveling and reflects positively on the memories of the trip. From a practical standpoint, if we are not proactive, very often the situation will return to us, requiring additional effort in the future, with less client satisfaction.

When mistakes happen, how do we respond? Invariably, at times, as hard as we try something may not operate as planned. Human error or bad communication, or whatever it may be. The client is upset & annoyed, with reason. This is your opportunity to quickly address the issue, make it right, and more importantly leave the client feeling better than he did prior to the problem. The worst we can do is let a problem fester, make a client repeat their concerns three times to three different people…now we have a combustible situation. When you resolve, make it clear to all parties what is being done, what will be done and what any other actions will consist of, preferably in writing, or at the very least in very concise terms, so the resolution does not collapse due to miscommunication and misunderstanding. I have learnt that one of the measures of a successful business is how you tackle these situations and very often, you create a more loyal client because educated consumers know that the world is not perfect, and want to buy from a company that can fairly and correctly redress issues when they arise.

I think that the above can be equally applied to most service businesses.

Did I forget to tell you?...we just aereated

Viewing the world from my hospitality industry background, it amazes me how poorly many facilities avoid tackling issues head on, and rather than acknowledge shortcomings that their guests shall eventually discover, management just ignores the problem and suffers the consequence of incredibly bad PR.

It has happened to us all...as you walk up to the first green it appears bumpy...in fact, it is. Three days ago it was aerated and the holes are still visible and healing. Absolutely required course maintenance. No question. Does it alter the golf experience? Absolutely. A good friend recently visited one of the premier golf resorts on East Coast and their first round had this problem. He had flown down in his plane for 2 days of golf. Did anyone warn him, or offer consideration..."as a gesture, we are including lunch today in the green fee". Nothing. First notice is with your eyes. To me, that is simply appalling lack of management. They have collected their (understandably) premium green fee for a superb golfing experience...but are simply unable to deliver it. Your credit card is charged for the experience...but they do not make a good faith effort to honor their part of the deal. It is like ordering a filet in a fine restaurant and being served a hamburger...but getting a bill for a steak. The golf world is small and people talk. My friend MAY return to this facility but not before he has told many people. Ironically, it is a facility which receives more negatives from various friends & associates. Personally, I think their premium golf course is the best course on the east coast...but the experience is being affected by a sequence of poor hospitality decisions...and a reputation is a very tough thing to turn around. When this happens to you...let your feelings be known, for most likely, the resort management team that allowed this to happen, are not going to consider any compensation, so don't waste your breath...but tell your friends.

Before my first visit to Castle Pines, venue for the International, the locker room attendant, "Tommy" was repeatedly named by various friends as being the best in the business and helping define the experience. I was perplexed...but after 5 terrific visits, I would agree, Tommy has no peers. He remembers name, drink preferences, hometowns, families...he makes introductions to fellow golfers while creating a service level with his staff which is outstanding. Someone is always prowling the locker room for shoes to be shined...a drink is only a glance away...food service is never a problem. I love great service, and if you ever have the chance, Castle Pines is the epitome of understated, casual, great service. Tommy is the band leader.

The World is Flat

I have just finished a most interesting read by Tom Friedman, titled, "The World if Flat". At first glance one would think it had no relation to the golf travel industry...as it traces the significant changes in the global landscape over the last 15 years. However the impact on our business of the changes that the author describes is very easy to comprehend. Friedman provides some marvelous examples of the "flattening" of the world, by that he means the quiet disappearance of national boundaries. He describes the scene in Bangalore, India and the call centers which handle so many functions for multinational companies; the remarkable chain of events which is occurs when you order a Dell computer as dozens of suppliers in a similar number of locations around the world collaborate to create a customized laptop for your needs...all within 4 days! Tom Friedman has a remarkable ability to explain the most complex analysis in terms which are inherently understandable. So, what's the connection with our business? Well, 21 years ago when my brother and I started, I was in Atlanta and Colin was in Scotland. Communication was via telephone or telex. Client proposals and documents were created on a type writer and stored in manila files. The cost of telecommunications was significant for a small, start up business.

Fast forward to 2005. PerryGolf has invested in a web platform which we have used for internal applications since August 2001. It manages every aspect of the client experience with our company, from the first interaction and request for information, to the accounting instructions to suppliers, drivers’ notes and client questionnaire, following the completion of travel. Fortunately in 2001 we did not have a legacy computer system which permitted us to create a very functional web based application. Moving forward from this success, we have for several years offered prospects the opportunity to secure online price quotes...for people who wish a sense of the cost of a trip, without giving up their anonymity, this is a great (and unique) tool. By the end of June we shall have launched our new website which shall have a client portal in our system, permitting them to view the most current information relating to their trip on line. They shall also be able to make payments and in due course, retrieve more detailed information about their trip.

This fall PerryGolf shall be adding a number of new destinations. We shall be working closely with local partners in each location but importantly all information shall be shared with clients and suppliers thru the platform I described. From the client perspective, it should be an identical service experience to a trip to the British Isles. Since October 2004 we have processed inbound telephone calls and routed them to our most knowledgeable staff at the destination. From the clients perspective the location of their golf travel specialist is irrelevant provided they receive the very best possible information in a timely fashion. Our new destinations shall be using the same business model and we are very excited about the possibilities this holds.

One of the many points in Friedman's book was that with the wiring of the world and the free flow of information, your value to a company is not contingent upon your physical location, but rather your ability to add value to the end product in the most efficient manner.

Hopefully, come September when we launch our new destinations, you can enjoy our service for yourself.

World Rankings?

One of the great aspects of golf, aside from the tremendous camaraderie, is the sheer diversity of golf courses. Of course, all courses have certain things in common:18 tees, 18 fairways & 18 greens. However, the variety within these parameters is enormous. The locations and surroundings are equally divergent. The conditioning and experience can vary tremendously.It was therefore with great interest that I read the recent article in Golf Digest regarding the Top 100 Courses in the world. This was a poll which had been brought to my attention by various friends and contacts, every one of whom had an opinion on the matter. Yes, each one was a golfer! The ranking of golf courses is as difficult and subjective as selecting your favorite movie or meal. Different golfers place varying emphasis on each of the many components:; shot making, conditioning, routing, surroundings, etc. The list is virtually endless. Rankings are always certain to engage passionate discussions on the best course. Or if you want a sure-fire dialogue, compare one course in your hometown to another. I have discovered that many people like to think their course is the superior because they are members...and as a result downplay anywhere else. I fall uncharacteristically silent when speaking with these characters.So as I read the Golf Digest Top 100 I recognized it as a genuine effort to include as many countries as possible. I do not think it reflects the best courses in the world unless you weight your answers heavily for geographical reasons. I cannot find fault with that. I would, however, question the nature of selection, by that I mean, as primarily a US magazine, Golf Digest should focus on the views and expectations of its core audience. My understanding is that this poll was conducted with input from various golf organizations & administrators located around the world. Fine, but their view of a great course is different from Americans’. Case in point, look at the Top 50 in the British Isles as selected by a UK audience for a UK publication. It varies significantly from the US vision of the same courses. No one is giving the wrong answer, it is just that we all have different perspectives given our background and expectations.I could slice and dice the list that Golf Digest presented’ I certainly disagree with a great number of its honorees when you consider other fine courses elsewhere in the world. But that is the beauty of these polls...we all have our opinions.Bottom line, all polls are great, even ones we may not necessarily agree with or fully understand, because they can raise awareness of...and discussion about a sport for which we all have a passion. So, let’s keep it all in perspective. Our lives are all very good and we are blessed. Golf is a great game and we should always remember that.

Spring Arrives

With the first day of spring now officially here, the Players Championship a part of history (almost finished) and the Masters on the horizon...the golf season has opened!

Fredrica Golf Club, Sea Island - This new Tom Fazio design is a gem. If you take away the surrounding vista, and focused solely on the golfing arena, I believe it looks a lot like Augusta National. The course is playable, fun, and for a facility opened last fall in outstanding condition. They built a 400 acres lake and created the highest point (the clubhouse) for 50 miles around during the consruction of the course. The bunkers could arguably stand to be a slightly deeper but it is a great golf course and worth whatever effort to play it. For my money, I would play Fredrica ahead of Ocean Forest (at the end of Sea Island). Fredrica is at the north end of St. Simons Island and part of the Sea Island Company.


As I was checking into one of my absolute favourite hotels, it reminded me of the many variables which create an experience;

Assume exceptional facilities & location.

It is the people...and there training which define greatness. The room service attendent who inquires as they are leaving the room, "may I return in 1 hour to collect the plates?"...the staff efforts to use your last name, no less than four times did staff inquire how to pronounce my name...it is the taking ownership of a sitution and managing it, I had some business matters to handle and the front desk were exceptional....they made a process that could have been so cumbersome, a breeze. These things do not just happen, the service providers have to want to deliver great service and managements job is to provide every tool to achieve these lofty levels. They must also set the tone, that nothing less than the pursuit of excellent is tolerated. From personal knowledge the leadership at Sea Island sets that tone in the clearest signal. (The Lodge at Sea Island).

Compare my experience last week with a hotel I visited in February (The Wilmingtonian, Wilmington, N.C.). The billing procedure was hopeless. I asked for someone to sort out as I departed and to call me with their resolution. Forty eight hours later, no call. I called the General Manager and left him a clear, concise voicemail. I raised some other service issues in my voicemail to him, yet he did not return my call and instead asked the person from two days earlier to return HIS call from a disgruntled guest. Well, I interpret this to mean that the leader of the pack accepts and expects sloppiness. There is no effort to achieve anything above mediocrity. Suffice to say, while the stay at the hotel was OK, after the follow up experience, wild horses will not drag me back.

I have found www.tripadvisor.com as a pretty good source of candid comments. Be sure to look thru all comments on a proprty as I have seen cranks in action where they the site to exact retribution from the hotel, but you will see patterns emerge (both good & bad) which hold consistent themes, making you a more knowledgeble consumer.

Winter Stretch

For some lucky golfers, the winter season brings endless golf in Florida, California of Arizona. I did notice in New Zealand that a number of Americans were "wintering" in New Zealand...or rather summering during our winter. Even with the weakened dollar, New Zealand is still attractive when one considers some of the ever escalating property costs in the better, more established golf communities in the southern states.

I am not someone that can play golf on a 12 month cycle....a time to heal the mind (and increasingly) body is required, alto my golf season started last week in Vero Beach at a marvelous Member-Guest. While it is six months since two consecutive hurricanes ran over Vero Beach, the damage is still very noticeable.

The PGA Show continues to evolve over time, with an increasing number of smaller exhibitors. Based on forward pricing, it appears that Reed, who operate the show see significant pricing pressures...how times change in a few short years. It was very recently, you could not swing a golf club in the hall without hitting a dot.com exhibit...times are changing when they now have an ever increasing-in-length driving range, presumably to fill the hall. Dinner last night with a reporter from the Golf channel and their view was that the show was more vibrant this year than 2004, but highly doubtful that any of the big guys (Titleist et al) feel any pressure to return. They have re-designed their marketing and communications to bypass the PGA Show and doubtful they would want to re-write these plans.

The poor weather than the PGA Tour has been expressing on their West Coast Swing is disappointing for golf fans, but it is what the traveling golfer faces on many occasions. It is always so disappointing to plan a trip for months with friends or family, get to your hotel and for the next four days the rain comes. It happens to us all. What can you do to prevent...nothing. You can however plan to hopefully minimize the risk. When planning a trip, understand the general weather tendencies in that area, e.g. the West Coast is notoriously wet in February, 2005 is a particularly bad example...if going to San Diego, go in April or May. Obviously Hurricane season in the summer months and fall for Florida and Gulf Coast (but prices may be attractive). If you do travel in low season, chances are you can make reservations at the last minute once you have a sense of a 10 day forecast. Clearly not all of the above is applicable in every situation with multiple schedules, etc...but also do not assume the sun shines, with a light breeze on every course, every day! Only in Scotland!

New Year

PGA Show - Later this month, the annual gathering in Orlando of the golf industry. Despite recent setbacks and high profile non attendee's, the show remains a sizeable affair as many people connected with the golf world, from various parts of the globe use it is a chance to see old friends, conduct some business and catch up on the latest buzz in the industry. It always strikes me that with the high cost of participating as an exhibitor, the future of such events becomes more doubtful. It is quite easy to rationalize why not to attend and how you can better allocate your resources more efficiently elsewhere...but human nature likes eyeball contact, shake a hand, meet a new associate...as much as the communications revolution is changing how we work and how we play, there is a place for everything. Please still buy newspapers because they like the medium....while also getting other information from the internet...email has not replaced the post office.

Barnbougle Dunes - On the north coast of Tasmania, near the town of Bridport, one of Tom Doak's latest creations and it is a gem. Situated in the middle of nowhere, the golf course has the feel of Sand Hills in Nebraska, it was sculpted from the terrain with minimal earth movement. The facility has accommodations on site and reminds me of a cross between Bandon Dunes and Sand Hills.if you get to Australia, find 1 or 2 days to fly over, you will not be disappointed. This is a curious site as the land is quite flat except for this chain of sand dunes, 500 yards inland it is pasture. There are some delightful wineries in the area, including Pipers Rock (20 minutes).

Cape Kidnappers - Situated on top of the cliffs to the east of Napier, on the east coast of the North Island of New Zealand, it is a spectacular venue. The course is difficult, but in my view fair. There are a number of exceptional holes, not least of which is the view from the 16th tee looking over Hawkes Bay. I could best describe the experience at Cape Kidnappers as Old Head (Ireland) with a great course. The views are spectacular, the routing creates many memorable holes, sadly the finishing hole falls into the average category, which is just not the case with the previous ones.

Kauri Cliffs - The course leapfrogged into the Top 50 in the world when it opened. It is a good course with many excellent holes and a superb location. With the recent fine additions to the golf scene in Australasia I think it may be under pressure to hold it's spot in the rankings, but the experience at Kuari Cliffs is outstanding. The rooms are as well designed and comfortable as I have seen. The staff is attentive and the food is excellent. It is a must stop on any golf trip to New Zealand. You may come to think of the golf course as more resorty than others you will play but it is very definitely at the highest end of resort golf.

Wairakaki - Built in the 1970's near Lake Taupo in the middle of the North Island. The course was originally under indirect government ownership but was sold into private enterprise. Three New Zealand businessmen now own the facility and the course is very good. An inland course it has hosted numerous professional and amateur events through the years. It has been updated and is a great test of golf.

The National Golf Club (Moonah Links), Melbourne, Australia – A Greg Norman design on the Mornington peninsula, to the south of Melbourne. If you can ignore the flies which can become rather bothersome, the course is excellent. Any number of fine holes and worthy of making the effort to play.

Handicaps versus tee's - I played in a match play event recently which provided no handicaps to the participants, but rather there was a defined set of tees to play from based upon your handicap. An interesting concept which created a number of competitive matches (and upsets). I believe the purpose was to demonstrate the need and benefit for every golfer playing the tees which were designed for their capabilities...give it a try at your club.

Air travel - Remains as challenging as ever although I have found three web sites which are pretty handy if you have the time to research your travel plans; For Business Class passengers this site reviews every premium seat in the sky - www.flatseats.com ; for the more mainstream coach class passenger the following site provides some great insights, often I have THOUGHT I had reserved the perfect emergency row seat only to discover I was one row off in a seat which neither reclined nor had extra leg room - www.seatguru.com and finally a site which provides thoughtful insight into the ongoing changes in the airline industry - www.airlinequality.com .

Communications - In an earlier blog I had touched upon the rapidly changing face of communications with Skype and Vonage. A simple story speaks volumes about the new times we live.....sitting in my hotel room in Queenstown, New Zealand on a Sunday morning, I logged into our phone system using a local Atlanta (GA) phone number which rings on my laptop....a prospective client of PerryGolf (in Calgary, Canada) calls our 800 number and as I am the only person logged into the system (Saturday in Atlanta), the call is routed to my laptop and I spend 15 minutes on the phone with this gentleman from Canada. He has no idea, who or where he is speaking to, but probably assumes it is an office in the United States. Cost to PerryGolf...same as if I was sitting in my office! The world is....correction, has changed!