GolfNow claims 33pc rise in tee-time income

ONLINE booking giants GolfNow claims it helped generate €600,000 for 230 of Ireland’s 400-plus golf clubs in 2016.

Now owned by Golf Channel, the tee-time booking engine points to the increase in mobile devices as key to an estimated 33pc growth in income.

GolfNow vice president Brian Smith said: “We’ve invested heavily over the past two years in our mobile platform and in our Belfast operations, growing our team from 29 to 71. It is great to see this investment paying off.

“The modern day golfer expects to be able to book golf from anywhere in the world, with a few clicks of a button and at their convenience.

“Our investment in this area has been a huge success, with 66pc of bookings in 2016 coming through our mobile platform with improved engagement and increased repeat bookings.”

GolfNow has encouraged clubs to increase their marketing efforts and open up teetimes to visitors on Saturday or Sunday afternoons once member competitions have finished.

Twilight times, nine-hole rates and fourball specials have also become popular.

Marcus Doyle, director of golf at Druids Glen, said that GolfNow, which acquired Belfast-based BRS Golf in 2013, had helped the Co. Wicklow course to generate bookings.

He said: “The ability to be dynamic in our pricing has led to increased revenue and GolfNow‘s worldwide platform has brought increased sales from tourists and travelling golfers. It’s also more user-friendly for the customer and faster than email or telephone calls, with less demand on our staff.”