Like most industries, aviation and golf are trying to develop strategies and new business models to adapt to changing demands - the difference is that aviation is ahead of the game. There are, however, many parallels between the issues facing two industries and delegates at next month’s European Golf Business Conference can learn about the sector’s so-called 'yield management' from an expert in the field.

Roy Scheerder, vice president marketing for KLM in the Dutch market and commercial director for the Benelux region for Air France-KLM, will share his thoughts with golf course owners and operators during the annual event. Scheerder is responsible for the pricing policy, tactical and operational marketing activities, customer care, marketing communications, loyalty management, sponsoring and event marketing, including the KLM Open, an annual European Tour tournament.

He will share his company’s experience about changing worlds, entitled ‘From frequent flyer to best buy’. Scheerder will reveal the ‘new golfer’ on to whom you should focus in order to profit - from long-term member to short-term customer.

Among a variety of informed speakers from the world of golf, Scheerder will present best practices from his industry to persuade the golf business to ‘take a look over the fence’.

Other subjects under discussion during the conference will include ways in which golf course owners can take advantage of changes, how they can generate more revenue by using e-marketing and yield management and solutions to problems that golf operators face on a daily basis.

The 2009 European Golf Business Conference is at the Renaissance Hotel, in Amsterdam, from December 2-4, 2009.