Key Takeaways
Millennials now make up over 36% of U.S. golfers. That’s 8.6 million people who are reshaping the game—and their expectations are rewriting how golf businesses need to market, sell, and show up online. This isn’t a trend. It’s the next era of your customer base.
Why Golf Courses Should Care (Revenue Talks)
- Millennials spend more per round on average than older generations… $47 vs $35 (Golf Travel Guru).
- They play more rounds per year than any other group, up 9% YoY (Plaid Gorilla Golf).
- They’re loyal when they feel seen. Build that trust, and you’re not just getting one player (you’re getting their friend group, their content, and their influence).
What Do Millennials Actually Respond To?
1. Experience-First Golf
Millennials are buying memories, not just tee times.
They want:
Flexible tee formats (twilight 9, loop rounds, weekend scrambles)
Course personality (quirky, beautiful, photo-worthy)
On-course content opportunities (music-friendly, drone zones, unique scorecards)
What to do:
Package golf as a social experience. Offer 9-hole leagues, themed nights, couples scrambles.
Emphasize course aesthetics on Instagram. Show off the golden hour, foggy mornings, and back-nine beauty shots.
2. Digital-First Communication
If your booking engine feels like 2007, you’ll lose them.
They expect:
Mobile-first, fast-loading booking
Easy social DM access (they don’t want to call)
Confirmation texts, not voicemails
What to do:
Invest in a modern booking experience (GolfNow, Chronogolf, etc.)
Set up Instagram Quick Replies and story highlights for FAQs
Use email AND text campaigns for tee time drops or member updates
Example:
The Fields Golf Club in GA runs tee time drops via Instagram stories, then follows up via email and text to maximize conversion.
3. Authenticity Over Ads
That high-gloss, perfectly lit promo video with the drone flyovers and VoiceOver?
It looks great… but chances are, it won’t move the needle like you think. Because millennials aren’t buying what you’re selling (they’re buying what others say about you).
67% of millennials say they prefer authentic content from brands.
78% trust user-generated content (UGC) over traditional branded ads.
(Source: Stackla, “Consumer Content Report”)
Millennials grew up in the golden age of advertising, and they can smell a sales pitch a mile away. What they want now is peer-to-peer over business-to-consumer.
Here’s the gut check for your golf course or business:
Which of these would YOU respond to more?
Option 1: A branded post telling you “We’re the best public course in the region!”
Option 2: A video of someone your age, standing on the tee box, smiling ear to ear, saying:
“Just shot my lowest score ever at [Your Couse]… this is my favorite course hands-down.”
The second one? It feels good.
It’s not pushy. It doesn’t sell… it invites.
And that’s exactly what modern golf marketing needs to do.
4. Cause + Community Alignment
83% of millennials buy from brands aligned with their values.
They want:
– Sustainability (native grasses, less water use)
– Inclusion (accessible pricing, welcoming community)
– Local support (events, charities, collabs)
What to do:
Tell the story of what you’re doing for the planet, the town, and the game
Create community events or charity scrambles
Partner with local businesses or minority-owned brands
Example:
Winter Park 9 in FL hosts local art nights + donates a percentage of all rounds played during those nights to youth golf programs.
5 Ways to Start Winning Millennials Right Now
Rebrand Your Social
Post 4x/week: mix of UGC, aesthetics, and course culture
Add story highlights for: rates, booking, merch, food
Build Flexible Offers
Monthly memberships, weekday bundles, or 3-round punch cards
Offer social league discounts or 2-for-1 twilight deals
Make Booking Seamless
Link directly from your Instagram bio
Use QR codes at the clubhouse or bar for add-on tee times
Use Content to Convert
Create Instagram Reels of players putting, celebrating, and walking the fairways
Run contests that reward tagging and sharing
Launch a Community Night
Host a night with local food trucks, 4-hole loops, drink specials, and live music
Bottom Line
Golf is constantly evolving and millennials are the fuel behind its next chapter.
If you:
Speak their digital language
Show up with authenticity
Deliver value and experience
You won’t just attract this generation. You’ll convert them into lifelong customers, storytellers, and brand champions.
