The Guru Highlights Trends for Golf Meeting Groups in 2019

If you're planning a golf group outing or just attending one, check out what the Guru and other experts predict will be the leading trends in 2019 in the December issue of Meetings Today. Click to: Meetings Today Digital Magazine

Top 10 Golf Travel Trends for 2019

A strong U.S. economy, a record number of Baby Boomers retiring and golf cruise popularity are a few of the reasons 2019 will be a great one for golf travel. With more discretionary income, a trusty set of golf clubs and a passport, golf travelers are primed to travel and play golf around the world next year.

Here are ten golf travel trends The Golf Travel Guru highlights for 2019:

1. Boomer Power

According to AARP more than 10,000 baby boomers are turning 65 every day. Baby Boomers are projected to have 70% of all U.S. disposable income over the next five years. As more and more Boomers retire or semi-retire they'll have more time and flexibility to travel. We'll see an uptick in Boomers traveling to play golf with their spouses, who also will have more time to travel. Boomers play more golf than any other age-group and many avid golfers are intent on playing the golf courses at the top of their bucket list. In 2019 and beyond, more Boomers  will travel in off-peak seasons to capitalize on discounted trips. Many trip offerings like golf cruises, packages to majors like the Masters and British Open and pro-ams are designed to appeal to Baby Boomers. Millennials don't have the time, inclination or disposable income to take golf trips, but Boomers have all of these and a distinct passion for the game of golf. 

2. Cruising to Golf

Grab your sticks and head for the open seas! Cruising is wildly popular with passenger growth from 17.8 million in 2009 to more than 27 million in 2018. For those who like to cruise and play golf, there are an increasing number of options. Companies like Kalos Golf Cruises and PerryGolf offer luxury cruises to a variety of destinations around the world. Golfahoy Golf Cruises are offered on 193 cruise ships, including European riverboats and luxury charters. At the 2018 Ryder Cup in France, Premier Golf Travel partnered with Viking River Cruises for a 10-day itinerary that included attendance at the Ryder Cup and cruising from Paris to Normandy. Premier Golf recently introduced a cruise to the Eastern Canada Maritime Provinces (Nova Scotia and Prince Edward Island). Fore! Anchors Away!

3. Exclusivity and Personalization

Golf travelers increasingly want golf trips designed to accommodate their personal preferences. They're willing to pay more to get special access to certain golf courses and personalized experiences. Getting clients on, say, Muirfield and the Old Course in Scotland, Sunningdale in England or Shadow Creek in Las Vegas rewards them with an exclusive golf experience that few others get to enjoy. According to Virtuoso's 2018 Luxe Report, luxury travelers are seeking experiences not found in a guidebook, advertisement or brochure. In golf travel, that translates to finding clients exceptional, off-the-beaten path or highly exclusive golf courses with limited play offered to the public. 

4. Emerging Destinations

France will see more golf travelers as a result of the massive exposure it received by hosting the 2018 Ryder Cup near Paris. Italy continues to promote golf more enthusiastically and will increase in popularity, especially for those who want to incorporate wine tours and tastings with golf. Two of my favorite Italian regions to tee up and sip vino are the Fruili-Venezia Guilia and Tuscany. Other emerging golf travel destinations include Vietnam, Malaysia, Mexico, South Africa, New Zealand and Dubai. In the U.S., Branson, Missouri has built several impressive courses in the past few years with designer tags like Gary Player, Tom Fazio and Ben Crenshaw and it's ready to take its place as a viable golf destination

5. Social Media Deals

Golf Travel companies are increasing their presence on social media and they often post information and package deals on unique golf destinations, special event trips and tournaments or pro-ams. They also frequently post about discounted last-minute deals as they try to fill the remaining spots on a trip or cruise. Twitter, Facebook and Linkedin are popular outlets where you'll find postings  on packages and events. Instagram is a great resource to see images of the golf courses you might be playing and the pubs where you might be celebrating after a round.

6. Improving Golf Travel Websites

Golf Travel companies are continuing to expand and improve their websites to give golf travelers easier ways to find information about destinations and courses and get quotes. With online request forms, online trip calculators, website blogs, live online chats clients will find it increasingly easier to book trips quicker with a better knowledge of all costs involved and which courses have available tee times in their desired destination. 

7. Impactful Women

Women are very influential in couples golf trip decisions regardless if they play golf or not. Golf destinations with a plethora of off-the-course activities such as shopping, sightseeing, dining spas, wine tours and cooking schools are increasingly more popular. The couples golf trip, especially for Baby Boomers, has evolved to include less golf these days with more activities for a more well-balanced experience. Destinations ideal for couples who want top-notch golf and a wealth of things to do away from the fairways includes Italy, Portugal, Spain, South Africa, Australia and New Zealand. The LPGA Tour, which has several high-profile tournaments in the Pacific Rim (Korea, Thailand and Japan), has elevated interest in that part of the world for golf travelers. The 2019 Solheim Cup (the ladies version of the Ryder Cup) will be played in September at Gleneagles in Scotland giving central Scotland a boost in exposure. 

8. U.S.A., U.S.A., U.S.A

Scotland and Ireland never go out of style for golf travelers, but an increasing number of golf tour operators are now selling the U.S.A. Fact is, you don't have to cross the pond anymore for an exceptional links golf experiences. Hugely popular nouveau American resort complexes like Bandon Dunes in Oregon and Whistling Straits in Wisconsin offer waterside links-style golf and Streamsong Resort in Florida and Sand Valley in Wisconsin feature unique links-style experiences with fast fairways, dramatic sand dunes and lots of bump and run shots. Despite costly greens fees, golfers are still flocking to Pebble Beach Golf Links, Pinehurst No. 2 and the TPC Stadium Course at Sawgrass. The top value-oriented U.S. destinations are the Robert Trent Jones Golf Trail in Alabama, Myrtle Beach, South Carolina, Northern Michigan, Branson, Missouri and Mesquite, Nevada.

9. Northern Ireland,  Northern Ireland, Northern Ireland

While Ireland is often viewed as Scotland's baby brother in the world of golf travel, the Emerald Isle will take center stage in 2019 with the playing of the Open Championship (July 14-17) at Royal Portrush in Northern Ireland. It's shaping up to be one of the best Open's ever as the local citizens purchased more than than 1/5 of the public access tickets in the first 48 hours of posting. Northern Ireland hasn't held the event since 1951 so you might say there's some pent up demand. I predict the crowd noises will be booming roars similar to the Ryder Cup and The Masters. Following the immense exposure from the Open, it doesn't take a soothsayer, or even a Golf Travel Guru, to predict Northern Ireland will become a very popular destination for golf travelers. Heading the list of must plays in the region are Royal County Down, Royal Portrush, Portstewart, Lough Erne, Castlerock and Ardglass.

10. The Spa Life

Instead of heading to the 19th hole to hoist a few, an increasing number of golfers are heading straight to the spa. They've traded in a Jameson and ginger or frosty micro-brew for a post round treatment that'll help them rejuvenate for the next day on the golf course. The most popular massages for golfers are Swedish, Deep Tissue and Sports. Even resort complexes teeming with core golfers like Bandon Dunes and Streamsong offer spa services. Some the best golf resorts with spas include Sea Island, Georgia, PGA National Resort & Spa, Palm Beach Gardens, Florida, The Boulders, Scottsdale, Arizona and Fairmont Mayakoba, Cancun, Mexico.

10 Emerging Millennials Golf and Travel Trends

Remember Tiger Woods? While golf's injured supernova has been sitting on the sidelines, Millennials like Jordan Spieth, Jason Day, Rickie Fowler and Dustin Johnson have moved to the forefront of the game signaling an upcoming seismic shift in the sport on and off the course.

Millennials, who range in age 16 to 34 years of age, are just beginning to make their impact on golf and travel. If you're involved in either one of these industries, or both, I highly suggest you start preparing for the onslaught of the Snapchat and smoothies generation. There are 79 million of them in the U.S. and they spend $600 billion dollars a year. In five years, the oldest of the generation will be pushing 40.

Here are 10 top Millennial trends important to the golf and travel industries:

1. Social Media is an amazing Millennial influencer--Whether it's viewing a dramatic picture on Instagram or reading a favorable tweet about a hotel or golf course on Twitter, Millennials are heavily influenced by reviews and comments on social media. Quite simply, if you want to reach Millennials and impact their golf and travel decisions, a strong presence on social media is absolutely imperative.  It's estimated that 75% of Millennials post while they're on vacation. If you want to reach Millennials, you can forget about old school paper brochures, newspaper travel articles and cheesy magazine ads. 

2. Why Millennials travel--Millennials love to travel with a purpose. They want to experience new cultures, cuisine and activities. Moreover, they want to visit interesting destinations where they can post pictures that get lots of attention and "likes". Millennial golfers want to play on courses that are both challenging and photogenic so their buddies back home can see what they're missing via social media.

3. Millennial golf trends--While the Baby Boomers cry was "Let's Play 36!", Millennials are more prone to saying "Let's Play Golf in Many Different Ways." Increasingly popular are playing nine holes or less, pay-by-hole, night golf and golf simulator competitions. Many Millennial golfers don't want to be locked into the traditional 18-hole golf experience. A hugely popular off-site golf activity, Topgolf entertainment complexes appeal to tech-addicted Millennials with point-scored electronic golf games that anyone, regardless of skill level, can play. In a plush sports-bar-style environment, players hit a golf ball containing a personalized microchip into a series of targets ranging from 20 to 240 yards away. Topgolf, which has an upscale food and beverage menu and can host group events, has locations that include Scottsdale, Atlanta, Chicago, Dallas, Las Vegas, Houston and Austin, Texas, and Alexandria, Va. A new, expansive Topgolf is under construction in Orlando, Florida.

4. What Millennials LIKE at resorts and hotels--There are an increasing number of hotel chains such as Aloft, W, Kimpton and Hyatt Centric that cater directly to Millennial needs.  Millennials desire large spacious lobbies where they can spread out and lounge with their electronic devices, coffee bars, lounges with big selections of craft beers, sports bars teeming with large screen televisions, lawn games like corn hole and bocce ball, a large number of charging stations in the lobby and hotel common areas, outdoor lounging spaces with comfy chairs, couches and connectivity and healthy food choices.

5. What Millennials don't like at resorts and hotels--They DISLIKE hotels that charge for Wifi, don't have mobile check-in and don't have texting communication with guests. Millennials also could care less about a mini-bar, pillow chocolates, old school coffee makers, overpriced room service, iPod docking stations and a newspaper in front of the door.

6. How Millennials select destinations, hotels and restaurants--This is HUGE. Traditional advertisements aren't nearly as effective with Millennials. Millennials rely on each other's opinions on social media to make travel decisions. Instead of a flashy ad or video, Millennials are more likely to access user-generated recommendations on popular review sites like TripAdvisor, Yelp, Airbnb and Oyster to help make their travel decisions.

7. New Millennial amenities at golf resorts--The traditional golf cart is evolving to appeal to Millennials. In Scottsdale, Ariz., the Westin Kierland Resort & Spa offers specially designed Segways to ride and transport clubs on their golf courses. Resorts such as Tetherow in Bend, Ore., Boyne Highlands in Michigan and Princeville at Hanalei on the island of Lanai in Hawaii feature Golfboards, an easy-to-ride electric board equipped to carry clubs that allows golfers to surf the fairways and feels similar to snowboarding, surfing and skateboarding. Millennials love food trucks and you'll increasingly see them at resorts. The PGA National Resort in Spa in Palm Beach Gardens, Florida and Ocean Reef Club and Resort in the Florida Keys now have food trucks.

8. Popular Millennial golf and sports activities at resorts--It's becoming increasingly clear that Millennials will consume the game of golf much differently than Boomers. Fitness is an integral part of the Millennial lifestyle so it's not surprising that pursuits like Footgolf, a hybrid game of soccer and golf on the course, has caught on.  Resorts like Crystal Springs in New Jersey, French Lick Resort in Indiana and TreeTops Resort in Michigan offer Footgolf. You also see an increasing number of Millennials jogging on golf cart paths early in the morning before the course opens.

9. Millennials love to validate their experiences on social media-The "If you didn't post it, it didn't happen" generation love to tell their friends and family about their travel experiences on Facebook, Instagram, Snapchat, Twitter, Pinterest, Foursquare and other platforms.

10. Millennials want more connectivity everywhere--It's a no brainer that hotels better have great connectivity, but Millennials also want to be connected on the golf course, too. While many Boomers find it annoying, Millennials don't want to turn off their cell phones on the golf course. Some golf resorts are responding with charging stations on golf carts, increased Wifi access and golf apps. 

Top 10 Golf Travel Trends 2015

Golf Casintino in Italy

Golfers love to travel. In fact, more golfers took a domestic trip in 2014 than skiers, tennis players and sailors combined.

To get you ready for 2015, here are 10 trends to assist you in golf travel planning:

1. Emerging Destinations—For those who’ve already played Ireland and Scotland, European destinations like Italy and France are aggressively promoting golf vacations. Trying to entice golfers who are also foodies, Italian and French golf tour operators tout their exceptional cuisine and wine, which visiting golfers can enjoy once the last putt falls for the day. Many new golf courses are popping up in Thailand, China, Korea and Vietnam and they’re also vying strongly for golf vacationers. Australia and New Zealand are popular new frontiers, as well.

2. Bucket-List Courses—As Baby Boomers retire in greater numbers they have more time to pursue courses on their Bucket Lists. At the top of most lists is The Old Course in St. Andrews, Pebble Beach Golf Links, Pinehurst No. 2, Royal Dornoch (Scotland), Royal County Down (Ireland) and Royal Melbourne (Australia).

3. Going Mobile—An increasing number of online travel bookings will be done with mobile devices. According to the World Travel Market Global Trends Report, nearly 35% of bookings will be mobile oriented by 2018. Look for the Apple Watch and other smartwatches to make a big impact when it goes on sale in 2015. A few airlines, travel companies and hotels have already released smartwatch apps that allow users to book flights, download boarding passes, search for the best holiday deals and act as room keys.

4. History with Modern Amenities—Golf vacationers want to experience history, but not in a musty and dusty environment. Discerning luxury golf travelers want all the modern day techno amenity candy like high-speed Internet service, Ipod docking stations and flat panel televisions as well as spas, fitness centers and luxury linens. Historical hotels such The Breakers in Palm Beach, Pinehurst Resort in North Carolina and The Broadmoor in Colorado Springs, Colorado, The American Club in Kohler, Wisconsin and Williamsburg Inn in Virginia have refurbished and upgraded their properties to appeal to the luxury amenity sensitivities of their guests. 

5. Food and Wine Appreciation—Everybody is a “Foodie”. Lots of golfers watch the Food Network as much as they do the Golf Channel.  Off-the-course, golfers are increasingly seeking innovative, chef inspired delicacies, farm-to-table restaurants, healthy and gluten free choices, craft beers and fine wines. Wine goes well with golf, too. Some of the most desirable wine regions with great golf include Cape Town, South Africa, the Bordeaux in southwest France, Napa Valley, California and Hawke’s Bay in New Zealand.

6. Couples Trips—The buddy trip is still popular, but as more couples retire, they'll travel more and increasingly play more golf together. To enhance the golf travel experience, activities like winery tours and cooking classes will be incorporated in itineraries.

7. Alternative Golf Experiences at Resorts—In an effort to attract more Millennials to golf, a growing number of resorts are offering Footgolf. What is it? In Footgolf, the hole on the green is expanded to 21 inches to accommodate a soccer ball, players tally up their score like golf and it only takes about two hours to complete a round. Resorts offering Footgolf include Crystal Springs Resort in Sussex County, New Jersey, French Lick Resort in French Lick, Indiana, TreeTops Resort in Gaylord, Michigan and the Westin Hilton Head Island Resort & Spa’s Port Royal Golf club.

8. Electronic Golf Hangouts—The latest rage for those who like to swing the sticks away from the golf course is Topgolf, a golf entertainment complex. In a plush sports bar style environment, players hit a golf ball containing a personalized microchip into a series of targets ranging from 20 to 240 yards away. Topgolf has locations in Scottsdale, Arizona, Atlanta, Georgia, Chicago, Illinois, Dallas, Austin and Houston in Texas and Alexandria, Virginia.

9. Putting Courses at Resorts—To entertain golfers in-between rounds and give non-golfers an entertaining amenity to participate in the game, resorts are offering 18-hole putting courses laid out like mini golf layouts. Topping the menu of options are the Punchbowl, a 100,000 square-foot putting courses at Bandon Dunes in Oregon designed by Tom Doak; the Thistle Dhu Putting Course at Pinehurst Resort in North Carolina; Dunes Putting Course at Sandestin Golf and Beach Resort in Destin, Fla.; the Sawtooths Putting Course at Sun Valley Resort in Sun Valley, Idaho; the 30,000 square foot Seaside Putting Course at Hilton Waikoloa Village on the Big Island in Hawaii; and the 350-yard long putting course at Salishan Spa & Golf Resort in Gleneden Beach, Oregon.

10. House Exchange--With easy access to several major Internet sites, more golf travelers will consider house swapping. Retired Baby Boomers can exchange a stay at their primary or vacation home for an abode in a golf rich area. Just bring your clubs, golf clothes and a tootbrush and, voila, you've got a great place to reside temporarily while someone else is staying and watching your house during your extended stay away from home.