A tee time is the most perishable product a golf club sells. That’s because you can’t stop time. As the clock ticks, the tee time comes closer and closer until it’s gone forever, and you’ll never get a second chance to sell it.

In this regard, tee times are very similar to hotel rooms or airline seats. When the night has been and gone, or the aeroplane is trundling down the runway, there’s nothing you can do to further ‘monetise’ that hotel room or flight.

This calls for a very careful management of a golf club’s tee time inventory in order to maximise usage and yield. And it’s equally relevant for both ‘pay and play’ courses and private-member clubs.

Promote Golf work with clubs to create a quantitative measurement system that allows the Manager to identify the strengths and weaknesses of their courses occupancy. This can then guide both pricing and promotional strategies as well as staff training needs.