About Chris

Chris Martin is Director of Product and Technology at Golf Escapes, a UK golf holiday operator in business since 2002. Board-owned after the founder retired post-COVID, the brand sells tailor-made golf trips worldwide — Portugal, Spain, Thailand, South Africa, and more — plus pro-tuition clinics where pros take groups of seven to fifteen amateurs abroad, and Pro-Am tournaments for up to 150 players. Chris started as a contract manager before leading product and in-house technology for a business growing steadily at 15–20% per year.

What we talked about

What Golf Escapes actually sells — Door-to-door FIT itineraries spanning hundreds of golf courses, selective hotels, flights, transfers, club hire, and bolt-ons from wine tours to floating markets in Thailand.

Pro tuition as a growth engine — Winter clinics where teaching pros take student groups abroad — a huge and expanding slice of the business Chris pitches to every pro he meets.

Golf travel is getting more accessible — Post-COVID resurgence, Tunisia packages from roughly £650 all-in, and UK staycations alongside £9,000-per-person itineraries.

Booking seasons are flattening — Peak Portugal, Spain, and Turkey destinations now require booking 12–18 months ahead, spreading demand beyond the old January spike.

Marketing in a noisy mix — Paid ads boosted inquiries late to the party; Instagram and influencers build brand awareness that's hard to attribute; organic SEO remains a cornerstone.

Technology, AI, and steady growth — In-house quote and itinerary builders, an imminent booking management area, AI for research but handwritten final content, and deliberate 15–20% annual growth over reckless scale.

Sharpest moments

On why golf travel operators exist:

golf holidays are really complex itineraries. And often people just don't want to do it themselves.

On Google's AI overviews hitting paid search:

they seem to have torpedoed their own business model

On using AI for content:

a fool with a tool is still a fool

On what limits fast growth:

What prevents us from growing very quickly is probably ourselves.

On AI and headcount:

we're trying to grow without necessarily needing to grow the business size from a personnel perspective

Key takeaways

• Golf Escapes packages complex multi-course trips end-to-end — transfers have overtaken car hire as the default add-on.
• Core customers skew 40–60 as a second holiday, but younger groups and 18-year-olds are booking too.
• Top European destinations require booking a year or more ahead, flattening traditional seasonality peaks.
• Industry margins typically run 8–15%; trip support infrastructure is the biggest cost, not client acquisition.
• Google AI overviews cut click-through rates but phones still ring — original handwritten content matters for LLM visibility.
• A new booking area will automate admin tasks so staff focus on high-touch client support through once-in-a-lifetime trips.