When visiting a golf club for the first time (or any hospitality venue for that matter), how can a guest possibly know where to go, what facilities are available, or what the club-specific rules are… unless somebody provides this information?
Unfortunately, many clubs assume that all golfers, even first-timers, already know what to do and where to go. What’s obvious to a staff member may not be obvious to a guest—especially someone new to the venue or someone that has visited previously however, many moons ago.
When checking in a group of golfers, consider asking the following very simple question:
“Have you played here before?”
Despite its importance, only 52% of 59club-affiliated venues ask this question—and at non-59club venues, that figure drops to just 40%.
Tailoring the experience based on the response
This question sets the tone for a more thoughtful and personalised welcome. If the answer is yes, ensure that we follow up. Consider how long ago they played—was it 10+ years ago? A lot can change over time. Did they use all the facilities back then or more importantly… most probably not.
Follow up with questions like:
- “Do you remember where everything is?”
- “Would you like a quick reminder of what’s available?”
Also, be mindful of timing. If a guest arrives only 15 minutes before their tee time, provide just the essential information. Be clear, concise and helpful, to ensure that we can get this group to the first tee, on time.
Interestingly, clubs are 18% more likely to give directions to facilities than they are to ask if the guest has been before. But this isn’t the most efficient approach. If we ask about their previous visits first, we can tailor what information we give—avoiding unnecessary details for regulars and making sure first-timers get everything they need. It’s about asking the right question before giving directions, so our welcome is relevant, personal, and efficient.
Treat visitors Like members
We know our members. Why not treat our visitors the same way?
Only 43% of clubs use a guests name during their visit… yet this simple gesture significantly improves the experience. When someone hears their name, it fosters a sense of familiarity and belonging. We often say “a visitor is a member for the day,” but do we act like it?
Using a guest’s name builds a connection that can last far beyond a single round.
Upselling vs. Being helpful
It’s 30 degrees, the halfway hut is closed, and a group of golfers are heading out for 18 holes. What if someone kindly suggested hiring a buggy and stocking it with drinks and snacks? That’s not just an upsell—it’s good service. At the very least we should be advising them that the hut is closed and to stock up prior to play – doesn’t matter here whether we are dealing with members or visitors. All would benefit from this information. All would benefit from this touchpoint.
By simply being observant and considerate, you’re improving the customer experience while also benefiting the business.
Similarly, what about course guides or GPS devices? Only 36% of 59club affiliated venues offer these proactively, and a mere 19% do at non-59club venues. If someone hasn’t played before, why not offer them tools that can help?
The same applies to basic essentials—balls, tees, gloves. Asking “Do you have everything you need for your round?” is not intrusive. It’s thoughtful.
These questions aren’t “salesy.” They’re useful. They show attention to detail and make the guest feel valued and appreciated. Clubs that ask these types of questions do so just 41% of the time. That’s a huge missed opportunity—to help members and guests and to increase revenue.
And here’s a powerful stat:
If our staff members engage in genuine, meaningful conversations, they are then 9 times more likely to ask a sales related question. The customer is then 65% more likely to buy. Can we really therefore afford to not make conversation with our customers.
Where will your next member come from?
80% of new membership enquiries come from guests who have visited before. That alone tells us the power of a great experience.
Yet, how often do we try to collect feedback or contact details from our visitors?
- 59club affiliated venues collect the lead booker’s information 76% of the time.
- Non-59club venues? Only 47%.
And when it comes to the other players in the group?
- Only 16% of 59club clubs gather their data.
- Just 9% of non-59club clubs do.
Those other golfers could be regular golfers, society/event organisers, or potential members themselves. Why are we not engaging with them?
If your venue facilitates 1,000 visitor rounds of golf per month and you only take the contact details of the lead booker, potentially 750 ‘warm’ leads, walking out the door. If you aim at the club is to grow business, why not start here?
By gathering feedback and staying in touch, we can identify what works, what doesn’t, and how to improve. More importantly, we build relationships that turn one-time visitors into long-term advocates.
Final thought: Put yourself in their shoes
Imagine arriving at your club as a first-time visitor. What does that experience feel like?
- Are we doing everything we can to make someone feel welcome?
- Are we giving them a reason to return—or better yet, to join?
- Are we standing out from nearby competitors?
Let’s ensure every visitor leaves thinking,
“That was exceptional—I can’t wait to come back.”
Because the best marketing isn’t an ad or a brochure. It’s the stories people tell after a truly great experience.
