Transport Attach Rate

Percentage of golf packages that include transport services. Key driver of ancillary revenue.

Target: ≥40%

Why 40%: Conservative estimate. Competitor data shows 35-50% of golf tourists book transport.

Revenue impact: ~ $200 ma r g in p er p a c ka g e w i t h t r an s p or t . A t 75 p a c ka g es / m o n t h \times 40$ 6K/month additional revenue.

Customer Segments & Attach Likelihood

High Attach (60-70%)

International tourists:

Don’t have car
Unfamiliar with Thai roads
Want hassle-free experience
Will pay premium for convenience

Example: Korean golfer, 5-day trip, 3 rounds at different courses.

Airport pickup: ฿1,200
Hotel ↔ courses (3× round-trip): ฿4,500
Final hotel → airport: ฿1,200
Total: ฿6,900 ($200)

Attach rate: 65-75% (very likely to book transport)

Medium Attach (30-40%)

Expats without car:

Live in Bangkok/Pattaya
Familiar with area but don’t drive
Mix of Grab + package transport

Example: Singapore expat, plays 2 rounds/month.

Sometimes books transport via package
Sometimes takes Grab (cheaper but less convenient)

Attach rate: 30-40% (situational)

Low Attach (5-15%)

Expats with car:

Own vehicle
Familiar with routes
Only book transport for group trips or drinking rounds

Local Thai golfers:

Drive themselves
Only need transport for airport trips if traveling to other regions

Attach rate: 5-15% (rare)

Revenue Breakdown

Cost structure (Investor’s transport network):

Driver + vehicle: ฿1,500/day
Fuel: ฿300-500/day
Total: ฿1,800-2,000/day

Pricing to customer:

Airport pickup: ฿1,200 (1 trip)
Course transfer round-trip: ฿1,500 (one course, one day)
Multi-day package (4 rounds, airport pickup/drop-off): ฿8,000-9,000

Margin:

Package cost: ฿6,500-7,000 (4 days × ฿1,600-1,750/day)
Package price: ฿8,500-9,000
Margin: ฿2,000-2,500 per package (~$60-75)

Blended margin (40% attach rate):

75 packages/month × 40% = 30 packages with transport
30 × $70 =$ 2,100/month
Annual: ~$25K transport margin

How to Increase Attach Rate

1. Default Transport in Package Pricing

Instead of:

Golf package: ฿95,000
Transport (optional add-on): +฿8,500

Do:

Complete package (golf + transport): ฿100,000
Golf only (you arrange transport): ฿93,000

Psychology: Customers see transport-included as default. Removing it requires opting out (friction).

Result: Attach rate increases from 30-35% → 45-55%

2. Highlight Convenience Value

Messaging:

“Driver meets you at airport with your name sign”
“No Grab surge pricing, no taxi negotiations”
“Multilingual drivers (English, Thai, basic Japanese/Korean)”
“Stores golf clubs in vehicle between rounds (no hotel storage)”
“Free bottled water, phone charging cables”

Not about price. About eliminating hassle.

3. Bundle Discounts

Standalone pricing:

Airport pickup: ฿1,500
Course transfer: ฿1,800 each × 4 = ฿7,200
Total if booked separately: ฿8,700

Bundle pricing:

Complete transport package: ฿7,500 (save ฿1,200)

Why it works: Customer feels they’re getting deal. GolfOkay still makes margin (cost is ฿6,500).

4. Corporate/Group Incentives

Groups of 8-12 players:

Van transport: ฿12,000-15,000 (3 days)
Per person: ฿1,000-1,250
Much cheaper than individual Grab rides (฿1,500-2,000 per person)

Attach rate for groups: 75-85% (logistics nightmare without coordinated transport)

Competitive Advantage

Investor operates transport/concierge network:

Fleet of vehicles (sedans, vans, minibuses)
Drivers speak English + Thai
Insurance and DOT licensing compliant
At-cost pricing to GolfOkay (margin goes to platform, not transport operator)

Competitors:

Golfasian: Outsources transport (marks up 20-30%)
Golfsavers: No transport services
Club Thailand Card: No transport services

GolfOkay differentiation: Seamless booking (golf + transport in one transaction), better margins due to vertical integration.

Operational Logistics

Booking flow:

Customer confirms golf package
System prompts: “Add transport? Airport pickup + 3 course transfers: ฿7,500”
Customer accepts
Driver assigned automatically
Customer receives driver contact (LINE ID, phone) 24hr before arrival
Driver gets itinerary (airport time, hotel address, course locations, tee times)

Coordination:

Manual desk operator assigns drivers
Driver confirms pickup times via LINE
Customer can message driver directly (flexibility for delays)

Efficiency:

One driver can handle 2-3 customers/day if schedules align
Morning golfers (6-8am tee times): Driver does airport pickup, then course transfer
Afternoon golfers: Driver does course transfer, then airport drop-off

Metrics to Track

Overall attach rate: % of packages including transport

By customer segment:

International tourists: Target 65%+
Expats without car: Target 35%+
Expats with car: Target 10%+

By package type:

Multi-day (3+ rounds): Target 70%+
Single round: Target 20%+
Corporate groups: Target 80%+

Revenue per package (blended):

With transport: ฿33,000 margin (golf ฿25K + transport ฿8K)
Without transport: ฿25,000 margin
Blended (40% attach): ฿28,200 margin

Seasonality

High season (Nov-Mar):

More international tourists (higher attach rate)
Transport prices can increase 10-15% (demand)
Expected attach rate: 45-50%

Low season (Apr-Oct):

More local/expat play (lower attach rate)
Transport promotions (free airport pickup with 3+ rounds)
Expected attach rate: 30-35%

Blended annual: 40% realistic target

Path to Scale

Month 0-3: Investor’s existing fleet (5-7 vehicles) handles 20-30 packages

Month 4-6: Add 2-3 vehicles if needed (฿50-80K/month lease + driver)

Month 7-12: 10-12 vehicle fleet, can handle 100-120 packages/month with transport

Constraint: Transport scales with capital (vehicles) + hiring (drivers). Not purely software leverage.

Solution: Partner with other transport providers in Chiang Mai, Phuket, Hua Hin (markets where Investor doesn’t have fleet yet)

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