The Golf GDS, developed by Gostar Direct, commenced communication with a number of golf courses in the last few days providing a central global distribution system for the sale of golf tee times.
We ask John, director of the golf GDS, how the golf GDS was being accepted by the golf courses.
John “Acceptance by the golf courses is unbelievable and one of the reasons is because the golf GDS allows the golf course to maintain complete control of their tee time availability and pricing. In recent weeks our sales team have been in Florida and Spain visiting golf courses, and its been amazing the number of golf courses that are concerned about the marketing of tee times at discounted prices on the Internet by sites such as golfnow.com, those websites accessing the small network of golfswitch and many other websites scattered around the Internet offering discounted tee times. The courses see the advertising of discounted prices as a mechanism to degrade their brand name, a brand name they have spent many years developing. This does not mean that the golf course will not offer discounted prices ever, but it gives clear evidence that the golf courses want to be in control of their tee time pricing and to offer discounted prices when they feel it is appropriate, they want control and so they should have it and the Golf GDS provides that ability like no other system around.”
John does this mean that the prices offered by Gostar GDS are not going to be discounted and does this not mean that you will not be able to compete on prices against the other websites offering hugely discounted prices some I have seen offering up to 75%
John “No this will not be the case. There is a huge move by the golf courses we have spoken to in Florida, Spain and also Portugal to work with the GDS to eradicate the advertising of discounted prices that are not issued by the golf courses. The courses are agreeing to submit prices to the GDS in the short term that will allow the GDS to compete on a one to one basis with the best prices to be found on the Internet. The next phase will be to change the current contracts with Internet based discount tee times websites as they come for renewal to a new contract which will put the courses back in control of the prices advertised by these discount tee time websites taking a pricing and availability feed direct from the Gostar Gold GDS system. From this point on the golf courses will be in control of the pricing and have the ability to discount prices when they feel necessary, all of which can be done in a split second through the golf GDS”.
This all sounds very good and I can understand why the golf courses are enthusiastic about the golf GDS but how does the GDS anticipate working with golf courses around the world who all operate on one of over 50 scoresheet software products, does this mean that these software products will become redundant.
John “No far from it. No golf course is going to move over to a completely new operational platform instantly, nor does the golf GDS expect them too. It does not make business sense for any golf course to do this, even though the golf GDS does offer the same functionality as these software products as an online Internet based product. The current software producers play a vital role in the management of tee times and the golf GDS has the intention to help them make their product more powerful by integration with the Golf GDS. We have already signed contracts with a number of the scoresheet software producers and many more are in the pipeline. The intention of the contracts is to form an alliance and to integrate these products in to the golf GDS so data can flow between the two system, providing greater possibilities for the future. It will also allow the scoresheet software producers to concentrate on their core software development, increase their companies revenue because of payments from the GDS and allow them to direct any company that wants access to the data produced by these software products to access it from a central point of the Golf GDS on a standard platform”
This is incredible John but how many of the scoresheet software producers are coming on board with you.
John “I am not in a position to give you exact number and names but over 14 are currently in talks with the GDS some have already signed contracts. We expect to make some big announcements in the next few weeks as the building of the alliance is put in to place. The alliance will be a huge benefit to the software companies as it will provide additional investment for them to develop better and more powerful applications to enable to golf courses to meet the demands of the next decade.”
So John, what is the end result of your development and how will it benefit the golfer.
John “The end result. Standards for the control of golf tee times issues by the golf courses. Using a single platform, the golf GDS, just like the systems of Amerdeus and Galileo for the hotel , car rental and flight services world wide, the GDS will inevitably become the central distribution of golf tee times world wide, controlled and managed by the individual golf courses themselves by defining prices to maintain their corporate image and providing better discounts at appropriate times to the benefit of the golfer. This central method of working will allow golf courses to maintain a high standard of service and quality at the golf course, allow the scoresheet software suppliers to develop better and more powerful desktop applications, provide better continuity of discounts to the golfers. The GDS will eradicate the huge volume of tee time websites showing “ON REQUEST” bookings will be performed instantly in the sound knowledge that the tee times are available. Complete control by the golf courses management to ensure advertised prices and availability are to their own requirements.
The Golf GDS will be the common platform for the distribution of tee time prices and availability world wide, is that correct John.
John “Yes, this is what the golf courses want, control over the sale of their tee times to maintain corporate image and to manage their own availability.”
Gostar Direct
www.gostarmedia.com
