Driving Profitability at Golf Resorts: How Analytics Transform Operations

As golf resorts face shifting demand patterns, leveraging data analytics allows operators to make smarter, more informed decisions across all departments. By centralizing data for quicker access, resorts can unlock insights that help leaders make smarter decisions across all departments.  

Here are some of the key challenges golf resorts face and how data-driven strategies can provide effective solutions. 

Addressing Key Challenges at Golf Resorts with Data-Driven Solutions 

• Challenge: Fluctuating demand for tee times 

Solution: Resorts can dynamically price tee times using advanced forecasting models. By analyzing historical booking data, supply and demand trends, and factors like day-of-week or time-of-day, golf resorts can adjust tee time pricing to maximize revenue and occupancy. This level of precision allows operators to yield each golf course independently based on specific demand conditions, ultimately increasing profitability. 

• Challenge: Managing complex packaging for golfers 

Solution: Creating dynamic packages that combine rooms, golf, and retail for optimal profitability requires a deep understanding of flow-through and displacement. Using analytics, resorts can measure the profitability of various packages and make informed decisions about which offers deliver the best results. This data-driven approach enables resorts to avoid cannibalizing higher-value services and to craft personalized packages that attract specific customer segments. 

• Challenge: Analyzing golfer profitability vs. non-golfers 

Solution: Golf resorts often struggle to understand which guests contribute the most to overall profitability. With analytics tools, resorts can track and measure the spending patterns of golfers versus non-golfers across all departments, including F&B, spa, and retail. This insight allows revenue managers to adjust marketing strategies and promotions, ensuring they target high-value guests with tailored offers. 

•  Challenge: Optimizing retail in the clubhouse 

 Solution: Stocking retail items in the clubhouse requires more than just gut feeling; it needs a data-driven strategy. By analyzing forecasts and sales patterns by time-of-day and day-of-week, resorts can better manage their retail inventory. This ensures the right products are available when demand is highest, reducing overstock and increasing sales opportunities. 

• Challenge: Fragmented data across multiple systems 

Solution: One of the most common obstacles golf resorts face is managing data that is siloed in various systems like PMS, revenue management, CRM, point-of-sale, and accounting. With a centralized data platform like Otelier IntelliSight, operators can consolidate data from these sources and more. This holistic view provides the analysis needed to make informed decisions that drive profitability across the entire resort, from the golf course to the spa and beyond. 

Case Studies: Real-World Success 

Several golf resorts have already implemented analytics strategies and seen impressive results: 

• By capturing data at a micro level, such as performance metrics for individual therapists or revenue per round of golf, Pinehurst Resort can analyze the business at both granular and macro levels. This comprehensive approach allows the team to adjust strategies quickly to optimize operations. 

• With a dedicated team for building custom golf packages, Sea Island Resort leverages analytics to track demand and price tee times dynamically. By understanding when demand is highest, they’ve transformed underperforming courses into major revenue drivers. 

• Transitioning from manual spreadsheets to advanced analytics, Mandarin Oriental saw rapid improvements in their ability to understand and act on business data. By centralizing data and leveraging structured insights, they improved decision-making across departments.  

Turn Golf Resort Data into Action 

With centralized access to data and the right tools, golf resorts can transform their operations by easily reviewing critical metrics and generating actionable insights. Whether it’s automating reports or visualizing department performance, the power of business intelligence helps resorts navigate an ever-changing environment, maximizing profitability across all areas of the business. 

To evolve alongside the changing demand mix, golf resorts can leverage analytics to make smarter, data-driven decisions. By addressing challenges such as demand forecasting, package optimization, and guest profitability, resorts can unlock new levels of profitability and provide exceptional experiences to their guests. With tools like Otelier IntelliSight, operators have the insights they need to thrive in today’s competitive market. 

Interested in learning how Pinehurst Resort is turning analysis into action? Check out our recent webinar with Ed Nickelson, Director of IT.