Giovanni Malcotti goes to the hole with the book “The Golf Manager"

The latest effort by Giovanni Malcotti, managing director of Maedo Srl, a reference company in Revenue Management consulting dedicated to hotels and golf resorts, has arrived in bookstores: he has written the interesting volume entitled ‘Il Golf Manager’ (FrancoAngeli editore).

Gifted with an innovative spirit and a far-sighted vision, the author was the first in Italy to introduce advanced tools such as advanced reservation systems, Business Intelligence and CRM in the golf world, helping to redefine the parameters of efficiency and profitability in the sector. Embellishing the volume are a preface signed by Federica Castellari, president of AITG, the Italian Golf Technicians Association, and a contribution by Maurizio Trezzi, on communication strategies.

This book is a practical and comprehensive guide aimed at those who work in the world of golf, offering the tools and knowledge indispensable for dealing with the complexities of current management. On the other hand, golf clubs are no longer simply places where people play, but real businesses that require strategic management in order to be competitive and sustainable.

This volume analyzes in detail the characteristics of the golf industry, both internationally and in Italy, highlighting the main challenges related to competition, technological innovation, sustainability, and changes in player profiles.

One of the central themes is Revenue Management, which is now considered fundamental for dealing with an increasingly demanding market. It analyzes all the components that make up a golf club’s offering, from the course to ancillary services such as pro shop, dining, hospitality, wellness and events, and shows how each element influences the customer experience and overall revenue.

The book describes in a structured way the main concepts of revenue management as applied to the industry: demand segmentation, pricing policies, tee time management, and sales channel selection.

Operational tools such as Yield Management, dynamic pricing, historical data analysis and sales forecasting are also introduced, thus providing a practical and well-organized framework.

We were saying about Malcotti’s innovative spirit: therefore, a chapter dedicated to the growing impact of Artificial Intelligence in golf club management could not be missed.