Peak Occupancy Comes from a Balanced Mix The most successful venues don’t rely on one customer type; they intentionally attract and retain golfers , social players , and groups . Your brand positioning will determine your split. Here's how to build a strategy to attract and retain them.
1. Golfers (Practice Players) Get the basics right – Good balls, clean mats, bay comfort.Reward loyalty – Memberships, packages, loyalty programs, referral incentives.Encourage repeat bookings – Use pre-booking platforms and personalised experiences.Make it welcoming – Friendly staff, easy access, and coaching options.Attract new players – Beginner-friendly events, cross-promotion with nearby courses.
2. Social Players (Small Groups) Create atmosphere – Music, F&B, and a brand identity that makes your venue the place to be (see: Chi Chi , Launchpad , Good Time Golfin’ ).Make it effortless – Great service, intuitive tech, and seamless in-bay experiences.Drive discovery – Targeted social ads, influencer campaigns, themed nights.Add competition – Social leagues and team formats keep guests coming back. Build community – Loyalty programs and personalised follow-up go a long way.
3. Groups & Corporates Be proactive – Build a dedicated sales function that targets businesses.Customise experiences – Tailored F&B, flexible packages, high service levels.Go where they are – Leverage networks and seasonality (e.g., Q4 party planning).Target quiet hours – Perfect for filling daytime or weekday slots.
For example one of our partners consistently fills weekday mornings with pre-planned team events and repeat corporate bookings.
Bottom line: Single-segment strategies don’t work long-term. Maximise occupancy by tailoring to all three audiences, and measuring what matters. For a more in-depth dive into the topic -read full article here.
