(Ju-Hyun Lee, GlobalGolfTimes)
An innovative IT platform that will change the game of the golf course operation system
is recently being spotlighted.
The Golf IT solution specialized AGL Co., Ltd.(CEO Jim Hwang) developed
and introduced an integrated golf service platform "AGL GDS" that simultaneously
connects golf clubs, golfers, and reservation systems.
This system is a platform that encompasses golf club operation, reservation, payment,
and service based on the golf club CMS(Club Management System) operated in the
GDS(Global Distribution System) method, and has established an integrated ecosystem
for the golf club, golfers, and related companied.
Previously golf club CMS, reservation system, payment, etc. have been individually
established and partially linked, but now the golf clubs, golfers, and related
companies have come together to provide or purchase services in real time
on a single platform.
Developed an integrated golf platform based on GDS
GDS refers to an integrated system that helps real-time reservations and ticketing
related to travel and leisure services, and previously this reservation system
in this field has been operated as a CRS (Computerized Reservation System) based
on each country's locality, but this is a concept upgraded to a global system.
Both systems originated in the aviation industry, and for the local-based CRS,
the disadvantage was that customers had to visit each airline's reservation site
when making flight reservations, and airlines also spent a lot of cost to develop
their own systems.
However, GDS supports an integrated reservation service that combines multiple airlines,
so you can make reservations for all airlines in one place without visiting each
For example, if you search for 'airline' on portal sites such as Google or Naver,
you can search for tickets according to destination and departure time regardless
of the airline. This is an easy way of understanding the integrated reservation
Now, GDS is being built from a variety of services related to travel and leisure,
such as airlines, hotels, resorts, and rental cars, to unite global service
providers and customers.
Golf is a typical leisure activity and is closely related to travel, but there are
no instances of reservation or operation applied to GDS yet.
Accordingly, AGL developed the world's first "AGL GDS", which introduced cloud-based
GDS to golf, creating a link between global golf clubs and golfers.
CEO Jim Hwang of AGL is a golf management veteran who has experience in operations,
marketing, consulting, M&A, and etc. of many golf clubs in Korea, US, Japan, including
Troon Golf Japan, Trans Pacific Links Golf, Dunes Golf, Golf Zone County, and IMG GCM
As a result of examining the global golf cource operation system with his abundant
experience, he determined that it was necessary to introduce GDS like global airlines
and hotels to domestic golf clubs, and developed AGL GDS by gathering the best domestic
and global individuals related to golf cources and IT.
You only need 'AGL GDS', from reservation to payment
The differentiation factor of AGL GDS from the existing golf course operation and
reservation system is that the golf clubs and golfers can handle all operations,
reservations, and services in the AGL GDS by bringing together what they previously used
in each operating system and reservation system.
The CMS used in existing domestic golf clubs was operated with a wired Internet connection
with its own server in an on-premise method.
Therefore, it was not possible to connect to mass-global BtoC channels(golf reservation
sites and portal sites, etc.), and it was difficult to implement non-face-to-face and
mobile services because a wired payment system was required. Because of the local server
method, data accumulation was limited to the golf club, and there was a limit to the cost
of the golf cource operating system and creating a profit model.
Golfers had to make reservations through a reservation specialist or website, travel agency,
golf club website, or direct contact, and settlement was done through the golf club's front
desk or kiosk after the round, and the golf club had to prepare a separate operating
system for this.
Since AGL GDS acts as a single gateway that instantly connects the tee time and usage fee
of the golf club, which is a supplier, to multiple BtoC channels(reservation companies,
portal websites, etc.), all the products and services of the supplier are integrated
Golfers can reserve all golf clubs only by searching the portal site without having to request
a reservation company or individual golf clubs, and can complete non-face-to-face
payment through mobile devices without having to visit the front desk or go through a
kiosk after the round is finished.
Therefore, when AGL GDS is introduced, for golf clubs, you can expect to ▲Connect to all
BtoC channels through global standardization, ▲Increase sales through marketing using
various channels and big data, ▲Innovate operating process by providing cloud-based
non-face-to-face service, and ▲Reduce manpower and marketing costs through operational
Existing BtoC channels can be connected to all golf clubs with a single connection, and
new business opportunities such as commerce and advertisements can be obtained, and
golfers can search, make reservations, and pay with only one-stop.
The golf club will use AGL CMS to innovate the operation method through AGL GDS. Unlike
existing on-premises operating systems, AGL CMS operates based on a cloud, so it does
not require facilities such as a local server and can use the latest systems with enhanced
security and safety.
No wired connection or kiosk is required, and all service processes can be designed
non-face-to-face and wireless, enabling services through smartphones of tablet PCs.
Furthermore, unlike the existing CMS that implemented simple marketing using reservation
apps or phones and text messages, marketing can be executed through various channels such as
portals, reservation apps, websites, and search engines.
The golf club's management can receive marketing, course management, and cost-effective
solutions customized to each golf club based on integrated big data. Also, efficient operation
and risk minimization are realized by separating the management department and field staff
The front desk UI increases intuition to quickly respond to customers, and even unskilled
employees can easily handle customers. With a mobile device, managers and other managers
can directly serve VIP customers through the device, providing a better customer experience
than standing in line at the front desk.
With the QR Code transmission function, the golf club can quickly complete the regustration
by receiving the QR code before the reservation customer enters, and the chatbot automatically
guides the registration process to the customer, so there is no need for additional guidance.
The payment system is a Bluetooth device that is combined with the mobile device, allowing
customers to pay by card anywhere. Frequently using customers can automatically pay at any time
even if they do not have a physical card. Through the card registration service, and even if
they forget to pay and return home, the registered card will be automatically charged.
AGL CMS provides a cloud-based web management tool without a separate program or installation,
so all operation information can be viewed on the website.
Current sales statistics and real-time built-in status can be viewed through the website, so managers
or CEOs can access in any environment, such as smartphones, tablets, and laptops.
The system can also be used through a mobile app, and because all systems are integrated, the golf
club may choose their preferred access method.
The current golf club fee system is determined simply compared to airlines where GDS is common.
This is because the fare plans are managed manually, and AGL CMS provides a decision template
so that complex fare plans can be set as policy decisions, enabling detailed fare plans, similar to
that of the airlines.
Customer data is analyzed from various angles with various analysis tools beyond simple statistics
to help increase sales, and it is analyzed by an appropriate anonymization instead of data with
real names, which may cause privacy problems.
"Will become a Game Changer in the Golf Industry"
Since AGL GDS can connect to all channels that golfers can think of, golf course reservations that
were limited to existing reservation sites or apps will be expanded to portals, search engines, and
Currently, in addition to the existing domestic reservation service, AGL is working on partnerships
with Google, Naver, and Yahoo Japan, and is building an ecosystem where golfers can easily make golf
club reservations through familiar channels that can be encountered in daily life.
AGL currently operates firms in Korea and Singapore and is preparing to establish subsidiaries or
liaison offices in Los Angeles, New York, and Thailand. In addition, AGL is actively working
to establish a network connecting golf clubs and golfers around the world by establishing partnerships
with globak golf companies and organizations such as IAGTO, IMG GCM, NGCOA, AGIF, and NGF.
AGL CEO Jim Hwang said, "We are a game changer in the golf industry and aim to build a global golf
platform through AGL GDS. We will be able to do business with all potential customers around the world,
including domestic golfers."
Sources: GlobalGolfTimes (https://www.globalgolftimes.com)
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