We decided to build our own course to give those not making the morning ballot a chance to play a championship course. What we can safely say is that with the addition of the Duke's Course, the Old Course Hotel became a true resort. Elsmie said the property's rate structure was altered dramatically when the new course opened, and travelers gladly will pay whatever is necessary to stay in the cradle of golf. They aren't going to turn back because of the hotel's rate. Making a profit is the reason most hotels exist, and the golf resort property is no different - regardless of whether the sport is treated as an amenity.
Golf is an amenity to that.
We wouldn't be able to get group business without it, yet the honeymooners and vacationers who aren't interested in golf have plenty of other things to do. Hammock said Marriott doesn't think of golf as an amenity. They tend to cater to European clients, so there has been an economic roadblock to overcome. They're trying to cater to more upscale U.S. guests and golf is one way to attract that segment. Building the bottom line leads many golf resorts to allow memberships and open play, when tee times permit.