2024 saw record-breaking demand for tee times and green fee revenues
The golf industry experienced a remarkable 2024, marked by record-breaking demand for tee times and green fee revenues at an all-time high. According to industry data, the peak season saw an 8% increase over the previous revenue best in 2020.
Interestingly, this growth is intricately linked to changes in working patterns. A recent BBC documentary highlighted that hybrid working has allowed golfers to hit the greens during weekdays, with a staggering 350% increase in tee times booked during the working week. Historically, quieter days have transformed into bustling opportunities, presenting golf clubs with both challenges and exciting possibilities.
To maximise this momentum, golf clubs must think strategically about how to build on these trends. Renovations and refurbishments have become vital tools for golf club managers eager not only to retain existing members but to also attract new visitors. A forward-thinking approach to clubhouse design, along with better space utilisation, is critical to ensuring clubs remain competitive while adapting to evolving customer needs.
The concept of golf clubs being multipurpose venues has gained traction. Many clubs are diversifying their offerings by introducing facilities like conference rooms, family-friendly spaces, and upgraded dining experiences to create more versatile and appealing environments. This shift not only enhances member experiences but also leverages previously untapped potential to generate additional revenue streams.
For instance, we supported Bedfordshire Golf Club, well-regarded for its 18-hole championship course and scenic clubhouse setting, when they sought to improve the overall experience for both members and guests. While creating a Swing Studio to expand its appeal to guests, the club significantly upgraded its changing facilities, ensuring its facilities remained of the highest standard.
Enfield Golf Club, a sought-after London destination, embarked on a phased refurbishment aimed at elevating both interior and exterior spaces. Structural work and the redecoration of its clubhouse, coupled with improvements to its outdoor terrace, illustrated the club’s commitment to delivering a premium experience. The club also introduced updates that appealed to function clients, further positioning the club as a versatile destination for meetings, weddings, and other gatherings.
These case studies underline the importance of viewing the golf clubhouse not merely as a space for post-golf socialising, but as a dynamic asset capable of driving sustainable growth. Comfortable, well-designed clubhouses with diverse functionality attract players and their families, encouraging them to stay longer, revisit often, and engage with the club in multiple ways.
As golf club managers look ahead to 2025, maintaining long-term growth will hinge on their ability to innovate and adapt. CIC has partnered extensively with clubs across the UK to assess operational inefficiencies and reimagine layouts that maximise future returns. Today’s quiet weekday morning tee time could very well be tomorrow’s new peak booking slot—provided clubs seize the opportunity to meet this expanding demand with thoughtful, strategic improvements.
A Survey on the Pub Market, is stating that the UK pub sector is bracing for a difficult year ahead, because the Autumn Budget introduced significant cost increases, threatening the stability of many pubs across the country. While the market should see an increase in activity later in the year, some pubs may need to diversify to succeed.
