QHotels, the UK’s largest golf resort operator, has partnered with the Revenue Club as it looks to increase non-residential, online green-fee sales.
The Revenue Club (TRC) is a monthly subscription service that helps golf courses maximise revenue from an on-line source and has been working, initially, with Dunston Hall, in Norwich, and Slaley Hall, in Northumberland – two of QHotels’ 10 golf resort properties – for a beneficial ‘proving’ period.
A significant growth in monthly on-line sales at the two venues has persuaded QHotels’ management that a longer-term partnership is viable, so TRC will be working with all 10 resorts moving forward.
Duncan Rougvie, a director with TRC, explained: “It’s fantastic to be working with the QHotels team to help them take their non-residential green fee sales to the next level. Revenue management has been standard practice in hotel bedroom sales for decades and we are proud to be able to help QHotels lead the way in golf with the subscription service we offer.
“Initial results have been terrific, with monthly online green-fee revenue more than doubling. But not only that, we are seeing a wider utilisation of tee times meaning traditional and QFairway members are getting more value too.”
Alan Foley, QHotels’ group golf sales and marketing manager, said: “The Revenue Club was confident enough of its product to undergo a ‘proof of concept’ spell which has proved its value at Dunston Hall and Slaley Hall and we are looking forward to seeing similar improvements across the board.
“The process helps reduce reliance on selling ‘member times’ by achieving revenue growth through off-peak sales with strategic targeted pricing – an aim, I would imagine, of all golf clubs.”
The multi-award-winning, four-star QHotels group offers championship-standard courses in unique resort locations including Slaley Hall – voted ‘Best Golf Hotel/Resort in the North of England’ for the third successive year in the 2017 Today’s Golfer Travel Awards and host of 18 European Tour and European Seniors Tour events – Belton Woods, Oulton Hall, Mottram Hall, and Forest Pines Hotel and Golf Resort.