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(The Korean golf company AGL has partnered with Google, the dominant player in the global search portal market, to launch a worldwide golf course reservation service integrated with Reserve with Google.)

The number of international tourists visiting Korean golf courses for "psychological value for money" (or "gashimbi"—a blend of price and psychological satisfaction) is on the rise. These tourists seek an experience comparable to that of top golf clubs in their own countries while enjoying regional tourism. For domestic golf courses struggling with decreased usage, attracting international golf travelers is undoubtedly welcome news. However, platform representatives note that, despite a newly accessible path for international golfers to book Korean courses quickly and easily, domestic golf courses have shown a low level of interest and participation.

◆ Golf Bookings Worldwide Are Now Easier

Since 2014, the industry has been abuzz with keywords like the Internet of Things (IoT) and the hyper-connected society. The hyper-connected society refers to a new world where advancements in information technology remove barriers between people, between people and objects, and between objects, creating an interconnected network.

Golf courses and golfers worldwide are now connecting rapidly through this network. With a single touch, we can access global services for flights, accommodation, and leisure. A Korean company is playing a leading role in energizing the global golf tourism industry. Recently, Korean golf company AGL partnered with Google, the leader in the global search portal market, to launch a worldwide golf course reservation service integrated with Reserve with Google.

With this service, golfers can search for a specific golf course or a course near their destination using Google Search or Google Maps, without needing to visit each course's website. By clicking the "Book Online" button, users can reserve tee times in real-time. The reservation screen allows users to select the date and tee time according to their itinerary and specify the number of players, displaying the total amount including the green fees.

Currently, AGL provides content for 32,000 golf courses worldwide to Google and brings in international golfers through services at over 1,600 golf courses connected to AGL’s Tiger GDS. Since Google launched this service, users from 104 countries have accessed it, with international golf courses reporting a sales increase of over 260% since opening on Google.

◆ Korean Golf Courses on the Global Stage: A Click Away for the World

While Korean companies are expanding globally in the golf market, the process for international golfers to book golf trips to Korea remains complex. One platform industry official commented, “If Korean golf courses were to actively open up tee times and packages, there are ample ways to promote them worldwide. However, interest and cooperation from domestic golf courses are still lacking.”

Jim Hwang, CEO of AGL, remarked, “A tremendous opportunity has opened up to market and promote Korean golf courses globally through Google. Golfers worldwide are potential customers of Korean golf courses. Unfortunately, the number of Korean courses and tee times linked to AGL remains limited.” He added, “By utilizing the online reservation service through our partnership with Google, courses gain extensive benefits, including global exposure across multiple channels, multilingual services, the ability to sell tee times and related packages, improved real-time inventory management, and fundamental solutions to no-shows through prepayment.”

The partnership process is straightforward. Golf courses that want to sell tee times to international golfers through Google Reservations can apply for the Tiger GDS partnership on the AGL website (www.aglgw.com), which enables the online booking button on Google. Special promotions and exclusive product development are also possible.

CEO Hwang noted, “Recently, some golf courses in the Seoul metropolitan area and Jeju Island have successfully attracted group bookings from overseas golf travelers, particularly from Japan and China. International golf groups, ranging from a few dozen to over a hundred people, are visiting Korean courses.” He explained that these golfers seek premium experiences, often receiving the same high level of service they would at prestigious clubs in their own countries. They are drawn by the exceptional course management standards in Korea, which justifies the premium cost. Additionally, many international tourists are interested in combining golf with local tourism.

Korean golf courses should view international golfers as a valuable new revenue source and make it easier for them to reserve rounds. The faster Korean courses adapt, the more they will see a steady flow of international golfers.

Source: Segye Ilbo (https://www.segye.com/)

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