What motivates golfers? And how can courses adapt to meet their needs?

KemperSports revealed new data from its latest golf survey that speaks to the makeup of current players and their evolving preferences that are driving the golf industry forward. “Teeing Up the Future of Golf: The 2023 KemperSports Golfer Insights Survey” queried roughly 16,000 golfers of varying levels and ages to learn more about what motivates them to hit the links, and how courses can adapt to meet their needs.

As a follow up to the 2021 KemperSports Golfer Insights Survey that focused largely on the “pandemic player,” this round of insights supports those initial findings, reiterating that players are looking for a social, more inclusive approach to the game. This survey also confirmed that golfers of all ages and levels, especially those who started or returned to the game during the pandemic, are continuing to play just as much now, if not more.

“When we first conducted this survey in 2021, our focus was to gain a better understanding of both the lifelong golfer as well as those who picked up the game as a result of the pandemic,” KemperSports marketing SVP Keith Karem said. “With these new insights, we are able to take a deeper look at why these new golfers stuck with the game as well as the changing expectations of players across the board. As leaders in the golf industry, this data will help us understand how our properties can continue evolving our on-course experience to keep these players of all ages and levels coming back for more as we explore new and innovative ways to grow the game.”

The key findings from the 2023 survey are as follows:

• People are playing more golf. 89 percent of respondents said they played the same amount or more golf in 2022 compared to the height of the pandemic, with 78 percent playing 16 or more rounds throughout the year. But what is motivating them? For Gen Z (ages 16 to 25), golf presents an ideal setting to de-stress and disconnect, with 70 percent saying they play golf to relieve stress and 54 percent looking to unplug. In older generations, exercising and enjoying the outdoors are the key motivators.
• Regardless of age or level, players are craving more tech-forward options in all aspects of the game. While the desire to disconnect may be true for some out on the course, that doesn’t mean they aren’t searching for tech that supports or improves their game: 75 percent of surveyed players said they are interested in a golf cart GPS, while 50 percent are interested in driving range ball tracking and simulator tech. It’s not just on-course tech-forward enhancements they want — 54 percent of players are anxious for new ways to search for and book tee times online.
• Non-traditional golf formats (including shorter rounds and shorter courses) are rising in popularity, especially among newer players who started playing in the last three years. When asked to envision their ideal year of golf, 85 percent of new players still want to play the traditional 18 holes for at least half their rounds. They do prefer shorter formats for the remaining half, though, including: 9 holes (70 percent), short courses (47 percent) and par 3 courses (44 percent).
• Not only is Gen Z here to stay, but they are learning, improving and playing more than ever. 55 percent of these younger players say they are hitting the links more after experiencing lower scores and overall improvement in their game. How to keep them engaged on the greens? The “fun factor” is important to Gen Z, with 81 percent saying that the social aspect of the sport attracts them to play more. However, social golf opportunities targeted at this generation might be lacking, as 83 percent currently don’t play in a league, though 70 percent say they are interested in social events and leagues.

“The fact that 89 percent of golfers said they played the same amount or more in 2022 compared to the height of the pandemic is truly telling of the state of the golf industry,” Kempersports CEO Steve Skinner said. “There’s no denying the game has grown, but it has also changed. At KemperSports, we are committed to pioneering that continued positive change and using important insights like these to push the envelope at our properties while taking this next generation of interested golfers and converting them into lifelong players.”

Survey Methodology: The survey was conducted online by KemperSports in December 2022, returning responses from 15,925 current, lapsed and new U.S.-based golfers.

Courtesy of KemperSports