Troon, headquartered in Scottsdale, AZ, and the largest golf and golf-related hospitality management company worldwide, has published a detailed industry report on amateur golfers nationwide. The report, among other findings, reveals that golf getaways and digital engagement are key focuses for the average American golfer.
The report, developed by Troon International (the international division of Troon) in collaboration with Azalea, is based on data from over 10,000 respondents to the 2024 Troon Golfer Survey alongside other sources, including the National Golf Foundation (NGF), examines the playing, spending and travel habits of the sport’s largest national market.
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, AL, provides golf industry professionals with data to help understand this vital sector.
Among the key takeaways from the report is the conclusion that over half of U.S. players (approximately 23 million in total) take at least one golf trip per year, with 31 percent taking two or more trips. 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 and the Iberian Peninsula.
The study also revealed that more than one-third of U.S. 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 striking statistic for golf venues is that over half of the surveyed players ranked dining and retail as two of the most critical factors when selecting a destination for their golf vacations. According to the survey, 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 traveling golfers. Survey responses also indicated that a well-maintained and playable course was one of the decisive factors in determining whether a guest would be likely to return.
“U.S. golfers are traveling here and abroad for golf vacations more than ever, presenting a growing opportunity for domestic and international destinations,” said Troon Executive VP 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.”
Troon services over 940 locations in more than 45 states and 40-plus countries, including operational responsibility for 575-plus 18-hole equivalent golf courses. In addition to golf, Troon specializes in homeowner association management, private residence clubs, estate management and associated hospitality venues. Troon’s food and beverage division operates and manages 600-plus food and beverage operations located at golf resorts, private clubs, daily fee golf courses and recreational facilities. Troon’s family of brands includes Troon Golf, Troon Privé, Troon International, Indigo Sports, Caddiemaster, ClubUp, Cliff Drysdale Tennis, True Club Solutions, RealFood Hospitality, Strategy and Design, ICON Management and Eventive Sports.
Image courtesy Innisbrook Golf Club
