Golf travellers represent a growing, high-potential tourism segment. Independent and digitally savvy, they value flexibility, quality experiences, and inspiration from visually engaging sources.
In this blog, we dive into key data insights to understand what drives Golf Travellers—how they book, where they find inspiration, and what influences their travel choices.
Who Are Golf Travellers? Key Demographics & Traits
Based on Eurostat data, the typical Golf Traveller tends to be:
✅ Young – 29.7% are between 25–34 years old.
✅ Educated – 38.3% hold a Bachelor’s degree or equivalent.
✅ Cohabiting or Married – 49.7% live with a partner or spouse, influencing how and why they travel.
🌟 Key Insight: This audience is young, connected, and more likely to travel with a partner—making group or couple experiences especially relevant.
How Much Do Golf Travellers Spend on Travel?
Golf Travellers span a broad spending spectrum—from mid-range planners to ultra-luxury seekers.
💰 €3,000–4,999 (20.8%) – A sizeable group seeks comfort, combining long-haul flights and quality stays.
💰 €5,000–9,999 (17.9%) – Shows strong interest in high-quality, varied travel experiences.
💰 €10,000–19,999 (12.6%) – Willing to pay for longer or more exclusive trips.
💰 €50,000+ (8.2%) – Indicates demand for ultra-luxury, custom experiences.
🔎 Looking Ahead:
- 49.7% expect to maintain their travel budget.
- 22% plan to increase their travel spending, reinforcing potential for premium travel offers.
Where Do Golf Travellers Get Inspired?
Golf Travellers are strongly influenced by social media and digital content, especially visual formats.
📸 Instagram (52.6%) – The top inspiration platform, driven by the segment’s younger age.
👨👩👧👦 Family & Friends (48.9%) – Word-of-mouth remains powerful.
🎥 YouTube (47.4%) – Video storytelling plays a key role in travel discovery.
📱 Facebook (42.6%) – Still relevant, particularly in combination with Instagram.
🔍 Search Engines (40.6%) – Essential for travel research and planning.
🌟 Key Insight: To engage this segment, tourism businesses should invest in visual storytelling, influencer content, and SEO-optimised platforms.
What Motivates Golf Travellers to Travel?
While golf is the context, their motivations are broad and lifestyle-driven.
🍽️ Food Experiences (59.5%) – Local cuisine is a major draw.
🏖️ Beach Destinations (57.4%) – Sun and sand are still a priority.
🏛️ Cultural & Historical Exploration (55.1%) – Museums, architecture, and local history matter.
🏘️ Small & Unique Towns (54.2%) – Authenticity and discovery off the beaten path.
🌳 Nature & Outdoors (52.3%) – Hiking, landscapes, and environmental appeal.
🌟 Key Insight: Offer more than golf—combine sport with food, culture, and nature for a complete travel experience.
What Do Golf Travellers Look for in a Destination?
This segment prioritises cleanliness, safety, and ease of access, aligning with premium travel expectations.
🧼 General Cleanliness (64.1%) – A must for overall comfort.
🛡️ Safety & Low Crime (61.5%) – Peace of mind is key.
🏥 Health & Hygiene Standards (61.3%) – Especially relevant post-COVID.
✈️ Direct Flights (60.4%) – Convenience is non-negotiable.
💵 Affordability (57.3%) – Even higher-end travellers seek value for money.
How Golf Travellers Book & Plan Their Trips
Golf Travellers are highly independent and digitally driven.
✅ 88.1% book separate services – Flights, hotels, and activities booked individually for maximum flexibility.
✅ 70.8% book through OTAs – Platforms like Expedia are popular for convenience and variety.
🌟 Key Takeaway: Businesses should ensure visibility on major OTAs and offer options for modular, à-la-carte bookings.
Accommodation Preferences of Golf Travellers
Golf Travellers seek privacy, quality, and flexibility.
🏡 Private Rentals (56.8%) – Airbnb-style stays provide local, flexible experiences.
🏨 3–4 Star Hotels (51%) – Preferred for balanced comfort and service.
⛺ Camping & Outdoor Stays (47.3%) – Caravans, motorhomes, and tents also have a niche following.
🌟 Key Insight: Appeal to both premium and lifestyle preferences by offering variety in lodging options.
Final Takeaways for Tourism Brands
To attract Golf Travellers, focus on offering:
🔹 Flexible, independent booking options
🔹 Inspiring visual content across social platforms
🔹 Premium experiences beyond the golf course
🔹 Clean, safe, and easily accessible destinations
🔹 Lodging variety from private rentals to quality hotels
🚀 Want to connect with this high-potential market?
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