As demand for golf holidays continues to rise, though, new booking trends and changing expectations from golfers around the world are reshaping consumer behaviour.
We spoke to three European Tour Destinations venues to find out what they are noticing, and how resorts can respond.
1. Customers are booking further in advance
Luis Filipe, Corporate & Leisure Relations Director at Quinta Do Lago in Portugal, says booking windows have returned to pre-pandemic lengths.
“Immediately after the pandemic, people were booking for travel just three to six months out,” says Filipe.
“However, this has completely changed over the last couple of years. We’re now seeing booking windows return to pre-Covid levels, with customers booking as far as one year in advance. In some cases, they’re leaving the resort and already securing their holiday for the same time the following year.
“This shift is largely driven by the increasing demand for tee times as golf courses become much busier. So, in order to secure their preferred playing time, visitors are booking further in advance.
“This is an important shift that destinations must adapt to.”
2. Resorts need to cater for shorter trips
At Lighthouse Golf and Spa Resort in Bulgaria, Director of Golf Vesselin Savoia has noticed a growing preference for shorter stays.
“We’re seeing big changes in customer preferences following the pandemic,” says Savoia. “Most of our guests now prefer shorter stays at our resort, shifting from one week or longer to trips of three to five days.
“Bulgaria as a golf destination has remained a hidden gem for many golfers worldwide, so the majority of our guests would be more local and of an average age of over 60 years old.
“However, as our reputation as a top golfing destination grows, we’re welcoming an increasing number of younger visitors to the resort.
“With this evolving customer demographic, we are noticing that younger travellers are looking for shorter trips and the opportunity to enjoy a world-class golf course, so it’s crucial that we adapt our package offering to this growing market segment.”
3. It’s not solely about the golf any more
“Nowadays, golfers want to combine golf with other activities,” says Carmen Garcia Ruiz, Sales Manager at Camiral Golf & Wellness in Spain.
“Increasingly, we’re finding that our guests want to explore more of the local culture during their stay, visit nearby towns and villages, sample the region’s gastronomy and enjoy wellness activities to relax,” says Garcia Ruiz..
“The number of golfers from the United States and other long-haul markets at Camiral has also grown significantly in recent years, and they, in particular, are looking for high-end stays that combine multiple activities.
“Our new retreat programmes have been an important addition to our offerings at Camiral, as these allow our visitors to combine numerous experiences available at our resort.
“Guests can start the day with a wellness activity like yoga or pilates, before heading out for a round of golf in the afternoon, followed by cultural and gastronomy experiences such as wine tasting or indeed recovery treatments at our Wellness Centre.
“It’s an approach that appeals to a broad audience, and we expect to see this trend of combining different experiences at our resort continue to grow in the coming years.”
As golf tourism continues to thrive, these evolving trends highlight the need for resorts to adapt and innovate to meet changing consumer expectations. Whether it is accommodating earlier bookings, catering to shorter stays or enhancing the overall visitor experience beyond golf, destinations that embrace these shifts will be best positioned for long-term success.
*Grand View Research