Hello and welcome to the Revenue Alert newsletter series, presented by Noteefy!
Here we summarize the best ideas, strategies, and insights in the world of golf course operations and revenue management. If you are looking for fresh tactics from some of the industry’s best leaders to grow your course or portfolio’s profitability, this is for you.
Today we are talking about loyalty - and how to ensure your golf course is the destination of choice for frequent play next year. To bring you these ideas - we talked to 15 course operators running courses from municipal properties to high end resorts in order to summarize the best tactics to drive increased loyalty in 2025.
Golfers are creatures of habit and loyal by nature to their favorite courses. Capturing this loyalty, however, especially in competitive golf markets, is not always as simple however as presenting a terrific course with fair rates. One operator we spoke with, despite running a quality 10 course portfolio, said 51% of golfers play at their courses only once annually across the company’s facilities. With these low repeat-play rates, realizing meaningful lifetime value from customers is challenging.
Here are five strategies to drive increased golfer loyalty to your course in 2025:
1. Community Development: Bring Together Like-Minded Golfers On and Off the Course
Loyalty often grows out of a sense of belonging. When a course is positioned as a central hub of a broader community, it can reap the benefits of increased patronage and appeal to the entire family.
We see courses leaning into themed leagues (women’s nights, junior programs, senior scrambles) and other tailored social events designed to introduce golfers and even non-golfers to one another.
There are also courses extending their brands beyond the fairways with non-green grass activities such as indoor simulator leagues for off-season practice, wine and bourbon tastings in the clubhouse lounge, and even yoga sessions for golfers.
The more triggers to spend time at your facility – with or without a driver or putter in hand –the deeper the emotional connection.
2. Enhanced Services for High-Value Customers and Members
For your most loyal and high-spend customers, offering special perks goes a long way. If a golfer has a birthday or hits a key rounds milestone - small gestures like a complimentary club cleaning, lesson, or round could go a long way. Another that ranks high is deploying an automated, dedicated tee-time assistant granting priority access to last-minute slots which open (kind of like a Disney Fast Pass). These little things underscore encourage these core patrons to remain steadfast supporters without giving into the vulnerability of price discounts. Show appreciation and receive appreciation in return.
In the book Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect, Chef Will Guidara, who transformed Eleven Madison Park into the best restaurant in the world, talks about going above and beyond to delight the guest. An example is that when surprised a family who had never seen snow with a magical sledding trip to Central Park after their dinner. Golf course operators are in the hospitality business and may take inspiration from this concept.
3. Investing in Practice Facilities and Amenities
Golfers love to hone their skills be it hard-core, disciplined work on their mechanics or a lighter version of practice to escape life’s daily grind. Many courses are capitalizing on this trend by investing in high-quality short-game zones, putting greens with slope analysis and/or state-of-the-art driving range technology like Toptracer that offers measurable, data-driven feedback. Many golfers’ frequent courses for training rather than advance the ball over nine or 18 holes.
Comfortable lounges with modern locker rooms, clean bathrooms (believe it or not) and well-stocked pro shops with above average food also help turn what would have been routine round into a feel-good experience.
4. Investing in Continuous Player Education and Development
Nothing makes golfers more loyal than improving their game! Many courses are increasing the cadence of on-going group clinics, private and semi-private lessons with certified golf professionals, and (especially) video-swing analysis sessions.
Furthermore, consider implementing golf fitness programs and mental-game workshops. By actively helping golfers improve, you become an integral part of their enjoyment of and growth in the sport, an association that translates into long-term allegiance.
5. Personalized Marketing Communication and Loyalty Rewards
The granularity of data insights available to golf operators nowadays affords course operators the opportunity to create highly personalized and targeted e-mail and social media campaigns based on zip codes, age, gender, handicap and other demographic, psychographic / behavioral information to promote relevant course events.
For example, one destination operator we work with sent an email to male golfers aged 25-45, living inside of 20 miles promoting a new “Young Professionals Networking League” with much success.
SMS (text) updates as timely reminders are read upwards of 95% compared to e-mails at often less than 20%. Golfers are drawn to hearing about course conditions and activities personalized their unique preferences.
Several savvy operators with whom we work continuously recognize milestones like golfers’ 50th round of the season, birthdays, anniversaries, handicap improvements. The payback is enormous as people inherently don’t forget how special and valued you make them feel.
To learn more about Noteefy, the #1 tee time automation and demand platform in golf, check it out here: Noteefy, or email contact@noteefy.app. Noteefy is trusted by over 500 courses to improve the golfer experience and course revenue.
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