The UK and Ireland golf industry experienced another excellent year of growth in 2024, with visitor revenue increasing to a record high, reports business growth agency The Revenue Club in its summary of the visitor market for the last 12 months.
The report includes data from over 200 clubs and details that the average club generated £170,462 in casual green fee income over the course of the year, an 11% increase on the previous 12 months.
Despite the very wet start to the year, and challenging conditions for golf course operators, the level of demand over the peak season increased to record highs, and after a relatively strong final quarter, this was the best year ever for green fee revenue, eclipsing the previous best in 2020 by 8%.
Green fee income at the average golf course was made up of 68% online revenue, which was the main driver of the growth with a 15% YOY uplift to £112,065, while offline revenue still grew, but at a slower pace of 5% to £58,397.
Chris Knight, Director of The Revenue Club, said: “The uplift in green fee prices has been one of the key growth drivers throughout the year with a 4% rise to £28.04 per person for the whole year. This is slightly above the inflation rate and has resulted from many golf course operators passing on increased operating costs to the customer, and a general acceptance of higher prices for many consumers.
“Demand appears to have remained the same, with the number of golfers visiting golf course booking engines averaging 15,615 users over the course of the year. Those that were browsing were more likely to go on and make a booking as the conversion rate increased to 10% for the year, illustrating the continued transition to online sales as the main form of green fee revenue.”
Rob Corcoran, Co-Director at The Revenue Club, added: “2025 promises to get off to an excellent start if weather conditions do not hinder progress. The first two months of the winter season have delivered a 32% uplift on last November and December owing to the extremely wet weather in the latter part of 2023, so there is the likelihood that courses will be well ahead at the start of the summer.
“The level of demand in the high season shows that appetite from visitors remains high, and with a considered approach to both pricing and marketing, UK and Irish golf courses will continue to prosper from significant growth in this area.”
For more details about The Revenue Club, contact Rob Corcoran at rob@therevenueclub.co.uk
*The Revenue Club’s end of year summary is compiled from a combination of 202 UK and Irish golf courses comprising private members clubs, proprietary owned venues, and multi-course operators.
