Golf course management firm Troon has published a detailed report into the playing, spending and travel habits of amateur golfers across the US, which reveals that golf holidays and digital engagement are a key focus for the average American golfer.
The report, developed by Troon International, in collaboration with Azalea, is based on data from more than 10,000 respondents to the 2024 Troon Golfer Survey alongside other trusted sources such as the National Golf Foundation.
The report, endorsed by the International Association of Golf Tour Operators (IAGTO) and released in conjunction with IAGTO’s 16th annual North America Golf Tourism Convention being held this week in Birmingham, Alabama, provides golf industry professionals with valuable data to help understand this important sector.
Among the key takeaways from the deep dive report was the conclusion that more than half of US players – a group of approximately 23 million – take at least one golf trip per year, with 31% taking two or more. With an average length of 3.33 days, these trips are common to either Florida and California or to overseas destinations such as Scotland, Ireland, Spain and Portugal.
The study also revealed that more than one third of US golfers book their rounds online, underlining the importance of an efficient and user-friendly booking platform for clubs. Notably, 57 percent of players used their smartphones for booking.
Another of the most striking statistics for golf venues is the revelation that more than half of surveyed players ranked dining and retail as two of the most important factors when selecting a destination for their golf vacations. According to results, offering a diverse range of high-quality food, beverage and shopping options increased customer spending and made them more likely to visit a venue.
Premium, curated golf vacation packages proved to be key to capturing the interests of affluent travelling golfers; responses also indicated that a well-maintained and playable course was one of the decisive factors in whether a guest would be likely to return.
“US golfers are travelling here and abroad for golf vacations more than ever, presenting a growing opportunity for domestic and international destinations,” said Troon Executive Vice President of Global Sales and Marketing Kris Strauss. “We are confident facilities and industry professionals will find this report to be a valuable resource to help in tailoring offerings to attract U.S. golfers.”
If you would like to receive a copy of the report, contact Rob Myers at rmyers@troon.com.