A four-ball from Surrey. Booked for the third week of January, the deep off-season when a UK golfer has not seen a dry fairway since November. You sent them where everyone sends them: the Algarve. Safe, familiar, a short flight.<\/p>\n
Then it rained. Two of their three rounds, washed out. January highs on that coast sit around 16\u00b0C, and deep winter brings the wet days nobody puts in the brochure. Your client came home cold, half a round short, and quietly booked next winter with someone else.<\/p>\n
Here is the number that should sting. In the same week, 300 kilometres south, winter golf in Lanzarote was being played in short sleeves at around 21\u00b0C, under one of the most reliable winter skies in Europe. You had the better product on the shelf. You just did not reach for it.<\/p>\n
The Algarve is a fine product for eight months of the year. In deep winter it becomes a gamble, and your client is the one holding the ticket.<\/p>\n
The Canaries do not gamble in January. Lanzarote sits off the coast of West Africa, not off the coast of Europe, and its winter is a different animal: dry, warm, stable. For the FIT client who booked specifically to escape the cold, that reliability is the whole point of the trip.<\/p>\n
Most operators know this and still default to the mainland out of habit. That habit is where your differentiation leaks away. When every competitor sells the same Algarve stay&play, you compete on price. The operator who offers guaranteed winter warmth is not in that race.<\/p>\n
Selling winter golf in Lanzarote is not about adding a destination. It is about owning the one week of the year your client cares about most, and being the operator who got the weather right.<\/p>\n
Lanzarote runs on two 18-hole courses. For a week-long GIT that sounds tight, and it is the first objection you will field. Handled well, it becomes a selling point rather than a limit.<\/p>\n
Lanzarote Golf, above Puerto del Carmen, is the modern layout. Undulating, generous greens, the Atlantic in the sightlines on almost every hole. It photographs well and it gives a competent group something to talk about back home.<\/p>\n
Costa Teguise Golf is the island’s original course. Older, more sheltered, palm-lined, kinder in the wind. It suits the senior group or the mixed-ability four-ball where not everyone wants a fight with the layout. There is more on why that senior fit works so well here<\/a>.<\/p>\n Two contrasting courses over three or four rounds is a proper week, not a compromise. You play each twice, from different tees, and no round feels repeated. Frame it as variety within reliability, and the two-course objection dies before it is raised.<\/p>\n Someone in the group will have read that Lanzarote is windy. They are right, and it is the wrong thing to worry about.<\/p>\n Yes, the trade winds blow. But a winter golfer weighs wind against the alternative, which is a frozen or waterlogged course at home and no golf at all. Wind you can play. Ice you cannot.<\/p>\n Costa Teguise, the sheltered course, is your answer for a wind-nervous group. Book the exposed layout for the calmer morning tee times and the sheltered one when the forecast turns. This is the kind of local call that separates an operator who sells a destination from one who knows it.<\/p>\n Say it first, on your own terms, and you disarm the only real objection the island carries.<\/p>\n Winter golf reliability means nothing if the trip is a chore to reach. Lanzarote is not.<\/p>\n ACE airport takes direct winter flights from across northern Europe: the UK, Ireland, Germany, Scandinavia. Roughly four hours from London, less from parts of the continent. No connection, no lost bags in a hub, no internal transfer eating half a day.<\/p>\n For your client that means wheels down and a round the same afternoon. For you it means a package that assembles cleanly: one flight, a short transfer, two courses inside a twenty-minute radius of most hotels. The logistics that make other winter-sun destinations heavy are simply lighter here, and lighter logistics protect your margin as much as your sanity.<\/p>\n It is a small thing that closes bookings. The client who dreads a long-haul day in January will say yes to a four-hour hop without thinking twice.<\/p>\n Winter golf sells against the season, not with it. Here is the four-box calendar for any reliable-sun destination, Lanzarote first among them.<\/p>\n September and October: you propose.<\/strong> This is when you write to the client before they feel the cold. Rack rates are open, allocations are fresh, and you look like the operator who thought ahead. The client is not yet in pain, and you are already solving it.<\/p>\n If you want a line to steal, this one works: \u00abWhen your home course is frozen in January, I want you already booked somewhere you can play in short sleeves. Let me hold it now, while the good slots are still open.\u00bb Short, concrete, and it puts a picture to the problem before the client has it.<\/p>\n October and November: you book.<\/strong> The good tee times and the sea-view rooms close here. On a two-course island, early booking is the difference between the 9:30 slot in the sun and the tired afternoon round. Lock it while there is stock.<\/p>\n December to March: they play.<\/strong> Your group is on the green while their neighbours scrape ice off the windscreen. That contrast is the best marketing you will ever run, and it costs you nothing but choosing the right dates.<\/p>\n April onwards: the premium window closes.<\/strong> Northern courses reopen, the client can play at home, and the guaranteed-sun argument loses its edge. Lanzarote still works, but the urgency is gone, and without urgency there is no reason to book with you rather than later.<\/p>\n Read it end to end and the lesson is plain. The January booking does not happen in January. It happens in September. Everything after that is reacting.<\/p>\n The trip that dies at the kitchen table is the one where the non-golfing partner has nothing to do. On a two-course island you might expect that risk to be higher. It is lower.<\/p>\n Lanzarote is C\u00e9sar Manrique’s island: volcanic landscapes, Timanfaya, vineyards grown in black lava, low-rise towns with no concrete towers. The partner who never lifts a club has their own week here, close to the course, not stranded in a resort corridor.<\/p>\n For the mixed group, that is not a footnote. It is often the yes or the no. Sell the island, not just the golf, and the four-ball that was wobbling becomes eight travellers who paid.<\/p>\n Here is the honest blocker. You have never walked either course, you do not know which hotel to pair with which group, and you cannot afford to send an inspection trip to find out.<\/p>\n That is the job I do. I represent Lanzarote golf, and four other destinations, precisely so you do not have to see it before you sell it. You bring the client and the commercial judgement. I bring the live availability, the course that fits that specific group, and the phone number you call if something goes wrong on a Sunday with the group already on the ground.<\/p>\n How that partnership works is set out in the guide to selling golf holidays<\/a>, and the Lanzarote product itself, courses and hotels, is here<\/a>.<\/p>\n Go back to the four-ball from Surrey. The rained-off round, the client who quietly left. That outcome was not set in January. It was set the previous September, in the choice between reacting and proposing.<\/p>\n It is July now. The Lanzarote selling calendar opens in September. You have time to be the operator who gets there first, with the destination that actually delivers the weather your client paid for.<\/p>\nThe wind question, before your client asks it<\/h2>\n
The access nobody counts as a feature<\/h2>\n
The winter-sun calendar every operator should have on the wall<\/h2>\n
What the non-golfer does, and why it saves the booking<\/h2>\n
Selling it well without having flown out yourself<\/h2>\n
Next January is decided this autumn<\/h2>\n