3 Reasons User Reviews is Essential to a Successful Golf Business

With bruised trust in institutions post Great Recession, word-of-mouth rules with customers these days

92% of people regularly or occasionally read online reviews and 90% of people say online reviews influence their purchase decisions. A staggering 55% of product searches now begin on Amazon rather than Google which many argue has to do with a customer’s appetite to read what other customers are saying about a particular product.

With this in mind, let ‘s for a moment take a dive into some of the reasons user generated review content is a must for your golf business:

1. Golf has changed from a seller’s to a buyer’s market

We all know about the empowered consumer. Consumer decisions are being influenced by metrics such as price, star ratings and consumer review scores. Golf course products are at risk of becoming commoditized. However what ratings and review information does is provide more texture on a golf course’s unique selling points and counter balances the customer’s proclivity to form buying decisions on price only.

2. Customer reviews is the trusted, influential voice

Unlike the hotel business that can achieve greater consistency in its end product due to a controlled environment, golf is such that it is impacted by more external variables like weather and playing conditions. This can lead to inconsistencies in the product and the customer’s perceived value for money. For instance, a golf experience at a five star facility with great service and food can be easily dampened by top dressed fairways or punched greens.

This makes past user reviews even more important in golf as customers seek the most up-to-date information to make their purchasing decisions. Furthermore, golf courses as they strive for full transparency can align rates with current course conditions if they are less than optimal as well as uphold rate integrity when reviews are glowing.

3. Reviews are especially empathetic to new customers or first-timers

Golf courses are continuously trying to execute strategies to engage new customer segments, but in order to do, they need to better empathize and put yourselves in the new customer’s shoes. New prospective customers know little or nothing about your golf course and are more inclined to trust past golfers who have played rather than reading the course description from your corporate copywriter. You can’t assume the new buyer knows everything about your golf course, nor feel comfortable clicking the book button until they are 100% convinced. Review content from their fellow golfers on the purchase path can reduce friction to buying and give them the confidence they need to try out a new golf course for the first time.