The Pellucid Perspective - June 2024 - 7

CUSTOMER RELATIONSHIP
MANAGEMENT
" Curated "
The new Hospitality Buzzword?
By Stuart Lindsay
Cu· rat· ed
: carefully chosen and thoughtfully organized or presented
Mirriam-Webster
T
o paraphrase an old ad, apparently " curated " is not just for
museums and art galleries anymore. It looks like it is a new
buzzword in the hospitality world - even my club's dining
promotions feature curated menus and wine selections.
As some of you know, I follow an innovative, relatively new
European hospitality platform. One of their recent communications
promoted the success of one of their boutique hotel customers
that significantly raised RevPAR and customer value per
stay by " curating " their customer analytics and using that information
to curate and personalize the activities they offered their
guests. One of the roots of these increases is " referral " fees from
outside vendors willing to pay for business the hotel sends their
way.
Of course, the other reason for " curating " customer analytics
is to encourage them to spend more on services controlled by the
www.PellucidcorP.com
property. We would suggest that the golf industry is ahead of the
curve in some areas and being unknowingly " curated " by certain
vendors - particularly when it comes to technology use.
In terms of managing and allocating revenues between independent
hotels offering " Stay and Play " golf options; the people
down in Myrtle Beach have been successful in turning it into
one of the prime golf destinations for years. The people at Marriott
in Scottsdale were pretty good at it, too.
For those properties that own both lodging and golf assets;
Pinehurst and Kohler are two of many successful examples. I
wonder if chipping into the fireplace at the Pinecrest would
qualify as one of the original " curated " experiences? Renowned
sportswriter Dan Jenkins once quipped he chipped better after
an extra drink. How about the late Herb Kohler getting guests to
pay $300+ a night to be exposed to bathroom fixtures he wants
The Pellucid PersPecTive
7
PHOTO BY JURA ON UNSPLASH
http://www.PellucidcorP.com

The Pellucid Perspective - June 2024

Table of Contents for the Digital Edition of The Pellucid Perspective - June 2024

TOC
Baffling Golfer Base Growth Continued in ’23
Curating golfer characteristics and experiences; simply trendy or helpful?
Thin activity (9) continues, focus is on Transactions/Listings
May delivers setback with GPH -6%, Year-to-Date “resets” to flat (really, like 0%)
Apr Utilization basically flat at -1 pt (rounds, weather both up fractionally), Year-to-Date remains neutral at -1 pt
Pinehurst NC, host of upcoming US Open, destination golfer-driven with a “side” of local golfers
The Pellucid Perspective - June 2024 - TOC
The Pellucid Perspective - June 2024 - Baffling Golfer Base Growth Continued in ’23
The Pellucid Perspective - June 2024 - 3
The Pellucid Perspective - June 2024 - 4
The Pellucid Perspective - June 2024 - 5
The Pellucid Perspective - June 2024 - 6
The Pellucid Perspective - June 2024 - Curating golfer characteristics and experiences; simply trendy or helpful?
The Pellucid Perspective - June 2024 - 8
The Pellucid Perspective - June 2024 - 9
The Pellucid Perspective - June 2024 - Thin activity (9) continues, focus is on Transactions/Listings
The Pellucid Perspective - June 2024 - 11
The Pellucid Perspective - June 2024 - May delivers setback with GPH -6%, Year-to-Date “resets” to flat (really, like 0%)
The Pellucid Perspective - June 2024 - 13
The Pellucid Perspective - June 2024 - Apr Utilization basically flat at -1 pt (rounds, weather both up fractionally), Year-to-Date remains neutral at -1 pt
The Pellucid Perspective - June 2024 - 15
The Pellucid Perspective - June 2024 - Pinehurst NC, host of upcoming US Open, destination golfer-driven with a “side” of local golfers
The Pellucid Perspective - June 2024 - 17
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