NGF surveys reveal one-third of golfers chose their last golf destination based on recommendations from someone they know. Word of mouth isn't just important for golf travel businesses – it's absolutely critical.

The past three years have seen record or near-record numbers of U.S. golfers traveling to play the game. What does that mean for the industry at large when it comes to the "travel window" effect?

If golf is supposed to be a relationship business, why are golfers greeted in pro shops and retail stores with generic transactional questions typically answerable with a single word?

The Masters Tournament has cultivated one of the most passionate followings in any industry. It's a phenomenon worthy of attention, especially as the golf industry more broadly examines strategies that can build enduring loyalty -- without points or perks.

As the golf industry enjoys unprecedented success, NGF research suggests most Core golfers feel like "just another customer," with transaction-based relationships emphasized over loyalty. As customer expectations evolve, relationship-building will likely emerge as the most undervalued innovation frontier in business and, perhaps, a new battleground in golf.