FEATURE

Going to Myrtle? Leave it to The Gurus

By Brendan McEvoy,
Contributing Editor

MYRTLE BEACH, S.C. (Nov. 17, 2003) -- Most refer to their customers as clients, and while they start out that way for Kish Gohil, they end up being labeled "friends." Exactly what you'd expect from the man who pairs golfers with the perfect Myrtle Beach vacation package.

Gohil's golf vacation package company, Myrtle Beach Golf Gurus, sees through every detail, from tee times to directions between airports, hotels and golf courses. For the eight years they've been in business, the client response has been nothing short of staggering. And it's not only due to the customer-friendly service -- their motto is "No hidden costs" -- it's also Gohil's personal touch; he tries to meet every group during their stay to ensure their trip is going smoothly.

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But playing golf's version of cupid isn't as simple as pulling back on a bow. Many have tried and failed, thinking the golf package industry was a good way to make a quick buck. When they fail, Gohil says, it hurts the whole industry. Still, his company has persevered through the mistakes of others because of its comprehensive nature.

Vacationers have more than 100 golf courses to choose from when planning a trip through Myrtle Beach Golf Gurus. That's a large percentage of the market, considering the Grand Strand is home to approximately 120 courses. Chances are, the vacationer's choice will be on the list. They also offer lodging at hotels (most Hampton and Comfort Inns), condos and resorts, and rental car deals.

The Gurus are also versatile -- they have planned golf packages, or they can create a custom-made package. Selecting a package has never been easier. Their Web site (golfdepartment.com) has every option and week-long trip can be planned in minutes. They post their prices on the Web site -- another unusual approach in this business -- because Gohil said, "We have nothing to hide."

"The prices look expensive at first," Gohil said. "But once you research some of these guys with their $99 deals, you'll see our package ends up being cheaper because it's all inclusive."

Once the customer settles in on a package, The Guru associates work on fitting tee times into the customer's schedule.

"We don't tell them what they get," Gohil said. "We ask how they want it and we give them feedback if we can't get a certain tee time within their schedule."

Once the customers agree to the tee times and accommodations, the only deposit fee is $100 per person. The balance isn't due until five business days before the trip, unlike most package companies, who ask for it 30 to 60 days in advance. The Gurus follow up with all the travel directions, late arrival procedures and information about accommodations. Gohil has heard the horror stories of vacationers using other companies who failed to tell them how to get the key to their condo, and having to spend the night in the airport. With the proactive nature of his company, that doesn't happen.

The Golf Gurus golfdepartment.com (843) 399-8880 Quote from Gohil: "We want to give customers better service and value for their vacations. It's not easy. We double check everything and as long as it's easy for the customer, it doesn't matter if it's easy for us."

more likely the customer can get as good a deal as The Gurus.

Gohil and the rest of the Myrtle Beach businesses are hoping Myrtle Beach International Airport starts booking trans-Atlantic flights from Europe. The Gurus advertise in many British publications and get a fair amount of business from across the pond.

"If they come here, they have to fly into Newark or Charlotte and connect to here," Gohil said. "And sometimes, there's problems with luggage and clubs. There has been some talk of lengthening the runway or changing it to accommodate international flights. It would be great for the entire tourist industry in Myrtle Beach."

Myrtle Beach Golf Gurus could be a hit anywhere because its staff is made of golfers -- two members are part of the area's ladies league -- and it's the only golf package company to offer a mobile teaching professional. Pete Kearney, a PGA instructor, will meet the vacationer at the course to help straighten out those duck hooks or banana slices.

"We want to give customers better service and value for their vacations," Gohil said. "It's not easy. We double check everything and as long as it's easy for the customer, it doesn't matter if it's easy for us."

Any opinions expressed above are those of the writer and do not necessarily represent the views of the management. The information in this story was accurate at the time of publication. All contact information, directions and prices should be confirmed directly with the golf course or resort before making reservations and/or travel plans.