Why BOYNE Golf Uses Experience Agents To Personalize Every Visitor's Trip With Ken Griffin, Director of Golf Sales and Marketing at BOYNE Resorts

From Persona To Personal

Ken Griffin is the Director of Golf Sales and Marketing at BOYNE Resorts. Compared to his colleagues, Ken is relatively new to the Michigan-based BOYNE Golf team but has interacted with the company for over 25 years, including more than 15 as an employee. In his current position, he leads the development of nationwide marketing strategies that have successfully resonated with and attracted visitors from more than 40 states.

What you’ll learn in this episode:

Many resorts offer various packages to potential visitors. Based on photos, listings, and online information, they can choose the package that suits them best. But how can travelers be sure? What if they had the flexibility to customize their trips beyond preset packages?

According to Ken Griffin, who has been engaged in golf sales and marketing on behalf of resort destinations for a quarter century, visitors should be able to customize travel experiences rather than just clicking and accepting one. BOYNE Resorts, which features 100 room types at three lodging locations and 10 golf courses, employs Experience Agents who help customers plan their visits according to their specifications and preferences. The options may include finding the right room, scheduling multiple rounds of golf, or planning trips to popular destinations nearby. Ken notes that his Experience Agents have years of experience planning golf vacations and are available to lend their insights rather than just taking and inputting orders.

On this episode of From Persona to Personal, Roger Hurni welcomes Ken Griffin, Director of Golf Sales and Marketing at BOYNE Resorts, to chat about personalizing the travel experience for golf resort visitors. Ken talks about why BOYNE guests speak with Experience Agents before their visit to help customize their packages and how they attract national and international clientele.