A recent study from Buffalo Groupe indicates a significant shift in golf travel trends as we approach 2026. Golfers are no longer solely focused on the quality of courses; instead, they seek enriching lifestyle experiences that complement their golfing adventures. This change in priorities reflects broader economic sentiments and evolving travel preferences. Understanding these trends is essential for golf destinations and resorts looking to attract modern travelers.

Key Findings from the Golf Travel Study

The 2025 Buffalo Groupe Golf Travel Study, conducted in December 2025, reveals that U.S. golfers plan to spend the same or more on travel in 2026, with nearly 90 percent of participants expressing confidence in their spending. This optimism is supported by the fact that 71 percent of golfers feel positive about the U.S. economy. However, it is crucial to note that this willingness to spend comes with heightened expectations for value and experience.

Half of the surveyed golfers maintain annual travel budgets exceeding 5,000 dollars. Yet, they are increasingly sensitive to hidden fees and misaligned pricing, which can deter them from choosing specific destinations. The study emphasizes that golf resorts must deliver smooth and memorable experiences to meet these evolving expectations.

Changing Preferences for Golf Travel

Another compelling insight from the study is the growing importance of lifestyle offerings in golf travel. According to research by 18Players in partnership with the International Golf Travel Market, nearly 79 percent of golfers prefer destinations that offer a mix of golf and lifestyle experiences. Gastronomy is the leading factor in this shift, with 83.6 percent of respondents indicating that excellent local food significantly enhances their golf holiday experience.

More than half of the golfers surveyed stated that non-golf elements, such as wellness, culture, and scenic beauty, play a crucial role in their trip selection. This trend highlights the need for golf resorts to diversify their offerings beyond the golf course. Properties like Costa Navarino in Greece and Hotel Finca Cortesin in Andalucia are already adapting to this demand by integrating seasonal dining programs and cultural excursions into their services.

Regional Insights and Destination Preferences

The study also identifies regional trends in golf travel. The Southeast remains the top domestic destination, accounting for two-thirds of the most desired locations. However, interest is growing in the Gulf Coast and Upper Midwest as golfers seek new and high-quality alternatives.

Internationally, Scotland and Ireland continue to be the most sought-after destinations. However, golfers are increasingly drawn to Southern Europe, particularly Spain, Portugal, and Italy, where they can enjoy a ‘golf-plus’ experience that combines golf with cultural and culinary delights.

Impact of Digital Content on Trip Planning

Digital content is playing an essential role in how golfers plan their trips. YouTube has emerged as the leading platform for golf travel content consumption, especially among golfers under 45. This trend underscores the importance of engaging digital marketing strategies for golf resorts and destinations aiming to attract younger audiences.

Implications for Golf Resorts and Destinations

The findings of the Buffalo Groupe study highlight the need for golf resorts to adapt their marketing strategies. With golfers valuing experiences over mere access to quality courses, resorts must focus on creating detailed packages that include dining, wellness, and cultural experiences. Clear communication about what is included in travel packages will be crucial for attracting discerning travelers.

As we look toward 2026, golf resorts that can successfully integrate lifestyle offerings into their core propositions will likely see increased interest and bookings. The shift towards valuing experiences over just golf courses reflects a broader trend in leisure travel, where consumers prioritize memorable experiences.

Broader Context of Golf Travel Trends

This shift in golf travel preferences is not isolated. It aligns with broader trends in the travel industry, where travelers are increasingly seeking value-driven and experience-rich vacations. As seen in other sectors, such as wellness travel and culinary tourism, consumers are looking for holistic experiences that cater to their diverse interests.

The modern traveler desires more than just a destination; they seek a lifestyle experience that resonates with their personal interests. This trend is echoed in various lifestyle sectors, including wellness and gastronomy, which have seen significant growth in recent years. The golf industry must take heed of these changes to remain competitive.

Future of Golf Travel

Looking ahead, the future of golf travel appears promising, but it will require a strategic approach from resorts and destinations. The emphasis on lifestyle experiences will likely continue to grow, making it imperative for golf properties to evolve their offerings. Those that can provide unique and enriching experiences will stand out in an increasingly crowded market.

As we have seen throughout the golf travel study, golfers are motivated to explore new courses while also valuing the overall experience. This dual focus on both golf and lifestyle elements will shape the future of golf travel, influencing how resorts market themselves and what they offer to potential guests.

The findings of the Buffalo Groupe study serve as a wake-up call for golf destinations and resorts. Adapting to the changing preferences of golfers is not just a matter of staying relevant; it is essential for thriving in a competitive market. The focus on lifestyle experiences reflects a broader shift in consumer behavior, and those who adopt this change will likely reap the rewards in the years to come.