Business leaders shared insights on fostering partnerships, growing customer-centric methods and adapting to a shifting buyer panorama on the 2024 European Tour Locations Annual Convention. The community’s world class venues gathered in northern France on the historic Le Touquet Golf Resort, a member venue since 2022 and residential to France’s No.1 hyperlinks course, to study and share finest apply over two days of shows, discussions and networking.
Headline speaker Farhad Heydari, multinational marketing consultant and founding father of Home of Heydari, shared beneficial insights on the luxurious panorama, the way to goal new buyer segments, together with millennials, and assembly buyer wants. Consultants from the European Tour Group, together with Hardy Cubasch, Director of Partnerships, Client and Business Operations, and Edward Peters, Director of Content material, Digital and Enterprise Growth, mentioned with delegates the significance of creating and sustaining key business partnerships, and outlined latest tendencies in social content material. Paris 2024 Golf Sport Supervisor Paul Armitage offered on the ability of the Olympic motion and the way golf locations can profit from the game’s elevated participation in the summertime video games, which, this yr, shall be held at Le Golf Nationwide, one other European Tour Locations member venue. Gary Firkins, founding father of Landmark Media, offered an in depth summation of a latest report by Syngenta Golf and IPSOS – Golf and Social Media: The Nice Divide – and the important thing learnings venues can take to help their enterprise development from the evaluation of 16.1 million social media mentions of golf. As a part of the strategic alliance with the TPC Community, Vic Aliprando, Senior Vice President, and TPC Passport Senior Supervisor, Alissa McCrandall, shared insights into how European Tour Locations member venues can entice an more and more essential goal market: the travelling American golfer. Esa Honkalehto, CEO at Linna Golf, described this yr’s occasion because the ‘best-ever’ in his seven-year involvement with the community, commenting: “Yearly, there shall be pearls of knowledge that we are able to achieve from the Annual Convention, however this occasion offered a number of components that we are able to take house with us and put into apply right away.” First-time attendee Phil Helsby, Managing Director at The Dutch, mentioned: “The range of the audio system was spectacular and the topics they mentioned had vital relevance to our personal membership vacation spot, particularly on social media and how one can interact along with your goal audiences. Moreover, the contact that we gained from being with different fellow community locations has been notably beneficial for us.” Ian Knox, Head of European Tour Locations, added: “Offering alternatives for members to study, share finest apply and meet with business specialists at our Annual Convention is an important a part of our community. This yr’s occasion audio system gave beneficial insights and shared professional opinion on pertinent subjects that particularly affect tactical and operational elements at our world class locations, whereas the enter from senior leaders on the DP World Tour and the TPC Community, showcased the shut ties between each organisations, and additional demonstrated the broader advantages of being a part of the European Tour Locations community.”
