How Hospitality Brands Build Customer Loyalty (And How Golf Courses Can Too)
Introduction
Hotels, airlines, and luxury resorts have mastered the art of customer loyalty. They don’t just focus on getting people through the door, they create experiences that make customers want to return, again and again.
The golf industry, especially golf courses, could learn a lot from the hospitality sector. While many clubs focus on attracting new players, the real key to sustainable growth is retaining customers and creating loyalty.
So, what can golf courses, resorts, and businesses learn from high-end hotels and airlines about keeping customers engaged?
Personalisation Creates Loyalty
Luxury hotels don’t just check you in and send you to your room. They remember your name, your preferences, and your past visits. Frequent guests are welcomed back with personal touches—perhaps a favourite drink waiting in the room or a handwritten note from the manager.
The Ritz-Carlton is famous for empowering staff to go above and beyond to create personalised experiences.
Emirates tailors in-flight experiences based on past preferences of premium passengers.
Reward Loyalty, Not Just New Customers
Airlines and hotel brands prioritise loyalty over one-time bookings. They offer points, rewards, and exclusive perks to customers who keep coming back.
Marriott Bonvoy, Hilton Honors, and British Airways Executive Club don’t just offer discounts—they create VIP experiences for repeat customers.
Luxury hotels often offer free room upgrades, late checkouts, or exclusive deals to their most valuable guests.
The Experience Starts Before the Customer Arrives
The best hotels and airlines create anticipation before the visit even happens.
Luxury hotels send pre-arrival emails with personalised recommendations, room upgrades, and exclusive offers.
Premium airlines send reminders with lounge access details and personalised flight itineraries.
Create a Sense of Community
Hotels and resorts don’t just sell rooms; they create experiences and communities.
Soho House isn’t just a hotel—it’s a members’ club where people want to belong.
Luxury resorts offer members-only events, cooking classes, or wine tastings to create more reasons for guests to return.
Conclusion: Golf Courses Need to Think Beyond the Round
The best hospitality brands don’t just focus on transactions—they focus on relationships. They create experiences that customers want to return to, time and time again.
Golf courses and businesses that embrace this mindset will build stronger loyalty, higher retention, and ultimately, more long-term revenue.
