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The Age of A.I. in the Club Industry

How Clubs Managers & Marketers can harness the power of AI to engage Members





As competition between private clubs continues to intensify, finding ways to stand out in the crowded market is essential.


One strategy that has emerged is using AI to personalize marketing for members.

In this article, we’ll explore how clubs can leverage AI to provide a customized experience that enhances member engagement, loyalty and retention.


The Power of Personalization


Personalization is a proven marketing strategy. According to Epsilon, personalized emails have an open rate 29% higher than non-personalized communications.

A study by Deloitte found that 36% of consumers are interested in products or services that are personalized to their needs, and 48% are willing to wait longer to receive a personalized product or service before making buying decision.


Personalization in marketing means delivering customized messages and experiences to individual members, based on their preferences, interests, and behaviors.

It requires collecting and analyzing data, and then using that information to create targeted marketing campaigns that resonate with specific members while still relevant to everyone.


How AI Can Help


The challenge for private clubs is collecting and analyzing the data required for personalization at scale.

That’s where AI comes in.


AI can analyze member data to identify patterns and trends, and use that data to deliver customized marketing messages.


For example, AI can analyze data such as a member’s golfing history, frequency of play, and club events they register to attend.

With this data, AI can create targeted campaigns that promote specific tournaments, tee times, dining specials or events that are likely to interest the member.

By personalizing these campaigns, clubs can increase engagement, loyalty, and ultimately retention.


Another way AI can help is by creating predictive models that anticipate member needs.


For example, if a member typically books tee times or dining reservations at the same time every weekend, AI can predict this behavior and offer suggestions for similar times or upcoming dining events that the member may also enjoy.

This kind of proactive marketing helps build a relationship with the member, enhancing their overall experience.


Real-World Examples


Private clubs are already using AI to personalize marketing for members. One example is the prestigious Pinehurst Resort in North Carolina.

Pinehurst uses AI to analyze guest data, including dining preferences, golf habits, and social media activity.

With this data, Pinehurst creates targeted campaigns that promote specific courses, packages, and events to individual guests.


Another example is Invited Golf, which uses AI to analyze member data across their entire network of private clubs.

With this data, Invited creates personalized marketing campaigns that promote events and experiences that are likely to interest specific members, regardless of which club they belong to.


Separating Your Club from the Herd


As private clubs continue to compete for members, personalization will become an increasingly important marketing strategy.


By using AI to analyze member data and create customized campaigns, clubs can enhance the overall member experience, increase engagement, loyalty and ultimately retention.


The technology is available, and the benefits are clear. Now is the time for clubs to embrace AI and leverage its power to personalize marketing for their members.


Club Capital Group is an industry leading performance improvement consultancy that focuses on cost management and strategy for the club and hospitality space.


If your club is interested in learning more about how properly to leverage AI or the tools and platforms to explore to begin your journey, we’re here to help. Contact our team to get started.


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