Pack Your Clubs. Golf Travel Is Taking Off.

Golf travel is stronger than ever before, and if you’ve noticed more people planning bucket-list trips to play incredible courses, you’re not alone. The demand for destination golf is soaring, with more players than ever making the effort to check off dream courses. These aren’t just rounds of golf; they’re full-blown experiences, blending breathtaking scenery, world-class course design, and an atmosphere that turns a simple trip into an unforgettable adventure.

According to the National Golf Foundation, the number of golfers taking overnight golf trips is at a record high. More players are investing time and money into destination golf, making it a bigger part of their lifestyle. It’s not just reserved for elite players or private club members anymore—travel golf is booming across all levels. Whether it’s a weekend getaway, a once-in-a-lifetime trip, or an annual tradition, more golfers are prioritizing experiences over just playing their local courses.

Quivira Golf Club offers a breathtaking coastal golf experience with dramatic ocean views, and plans are underway to add another stunning Jack Nicklaus designed course to its world-class lineup.

Buffalo Group research shows that this trend is driven by a wider variety of golfers than ever before. Yes, buddy trips are still a big driver, but there’s also a rise in couples’ trips, father-son outings, and even solo travelers heading out to see the world’s most scenic and iconic courses. Golfers are realizing that a great trip isn’t just about shooting low scores—it’s about soaking in the surroundings, enjoying great company, and making memories that last long after the final putt drops.

So why is this happening now? A few key reasons stand out. First, there’s a major pent-up demand for travel. After a few years of uncertainty, golfers are eager to get out and experience new places. Second, these courses have become more accessible than ever, with packages and travel deals making dream trips more realistic. And finally, there’s a growing appreciation for the social side of golf. The game has always been about camaraderie, and these destinations offer the perfect backdrop for unforgettable moments both on and off the course.

Once a phosphate mine, Streamsong Resort has been transformed into a premier golf destination, featuring courses by renowned architects with towering dunes, expansive lakes, and firm, fast fairways.

If you're dreaming of a golf trip in 2025, you might need to plan ahead—many of the most popular destinations are already booking up fast. Resorts like Bandon Dunes, Streamsong, and Pebble Beach are seeing high demand, with tee times and lodging filling up months, if not years, in advance. At Bandon Dunes, reservations are now stretching well into 2026, while other bucket-list spots like Pinehurst are experiencing similar surges in interest. With golf travel booming, securing a spot at these iconic courses requires early planning, flexibility, and sometimes even a bit of luck.

Bill Hornstein, Professional Golf Course Photographer | www.billhornstein.com

People DO Judge a Book by Its Cover – And They Judge Your Golf Club the Same Way

Mike Markkula, one of Apple’s earliest investors and marketing minds, once said, “People DO judge a book by its cover.” And let’s be honest—he was absolutely right. First impressions matter, whether it’s in business, branding, or, in our world, golf course photography.

Working with Lee Clow at TBWA\Chiat\Day and especially on the Apple account as an art director was like getting a front-row seat to creative genius—and an intense crash course in perfectionism. Every ad, every campaign, every tiny design element mattered because Steve Jobs obsessed over all of it. He didn’t just want ads that looked good; he wanted ads that felt right—ads that told a story, evoked emotion, and made you feel something. We’d tweak things over and over, searching for that perfect balance of simplicity and impact. It was never just about selling computers; it was about crafting a brand people connected with. And honestly? That level of obsession is something I still carry into my photography today.

Think about it. When a potential member or guest is researching clubs online, what’s the first thing they see? Photos. Not the history of the course, not the greenskeeper’s dedication to perfection, not the five-star service—just the images. And if those images don’t instantly communicate the quality, beauty, and experience of your club, they might move on to the next option.

Wine Valley Golf Club in Walla Walla, Washington.

A great golf course is more than just grass and bunkers; it’s an experience, a lifestyle, a place where people want to belong. But if your photography is outdated, uninspired, or—let’s just say it—bad, then you’re not showing your club in the best light (literally and figuratively).

Bandon Dunes Resort Pacific Dunes 4th hole in Bandon, Oregon.

Fresh, high-quality images capture the magic of your course in the right light, right angles, and right conditions. They show off those pristine fairways, the golden hour glow over the greens, and the small details that make your club unique. They make people want to play there, host events, and, most importantly, join.

So yes, people do judge a book by its cover. And they’re judging your golf club the same way. The question is—are you giving them something worth looking at?

Bill Hornstein, Professional Golf Course Photographer | www.billhornstein.com

Outdated? Never. Let Your Course Shine Like the Icon It Is.

Photography styles evolve just like anything else, and what looked stunning five or ten years ago might not have the same impact today. Think about how much has changed in marketing, technology, and social media—golf course photography is no different. The visual style of your photos needs to resonate with today’s audience, especially with modern golfers who are used to seeing high-quality, creative visuals everywhere they look.

One of the most noticeable changes in photography is the use of drones. Aerial shots give golfers a completely new perspective of the course, allowing them to take in the entire layout in one sweeping view. These shots not only highlight the design and beauty of the course but also help players understand its challenges. Plus, drone photography has a cinematic quality that feels more exciting and immersive than traditional ground-level shots.

Soule Park Golf Course in Ojai, California

Lighting techniques have also come a long way. Capturing the golden hour—when the sun is low in the sky—gives the course a warm, inviting glow that can’t be replicated. Even stormy skies or misty mornings can add a dramatic effect to photos, creating a sense of adventure and uniqueness that grabs attention. By using these modern techniques, you’re able to showcase your course in a way that feels fresh and engaging.

But it’s not just about the “wow” factor. Updated photography tells your audience that your course is current, relevant, and evolving. It signals that you care about the details and are committed to providing the best experience, both on and off the course. In a competitive market, where golfers have many options, standing out visually can make all the difference.

The Biltmore in Coral Gables, Florida

Modern golfers expect more from their experience, and that includes the visuals they see before they even step foot on the course. Whether they’re browsing your website, scrolling through social media, or flipping through a brochure, the photos need to reflect the premium experience they’re looking for. Outdated or uninspiring photography can actually hurt your brand, making it look behind the times, even if your course is top-notch.

In the end, investing in new photography is about more than just pretty pictures—it’s about staying connected with your audience and showing them that your golf club is keeping up with the trends. Fresh, stylish visuals make a lasting impression and can play a key role in attracting today’s golfers, who value both the beauty and the experience your course has to offer. So, if your photos are starting to feel a little dated, it might be time for a modern makeover.

Why Stock Photography Undermines the Prestige of Your Golf Club.

In the age of digital marketing, visual content is king. High-quality photography not only attracts attention but also delivers the values, exclusivity, and unique experiences your private golf club offers. However, in the pursuit of cost efficiency, some clubs turn to cheap stock photography, believing it to be an acceptable shortcut. Unfortunately, this choice can significantly damage your club's brand, reputation, and ability to attract and retain members.

Here’s why relying on cheap stock photography is a disservice to your private golf club:

Inauthenticity Breeds Distrust.

Members and prospective members of private golf clubs are discerning individuals who value authenticity. They choose a club not only for its amenities but also for the unique atmosphere and community it offers. When your marketing materials are filled with generic stock photos that don’t reflect the true essence of your club, it sends a mixed message.

Stock images often feature people, places, and scenes that bear little resemblance to the reality of your club. Members can easily spot these inconsistencies, leading to a sense of distrust and disappointment. Authenticity is key to building strong relationships, and cheap stock photography can erode that trust.

Missed Opportunities to Showcase Unique Features.

Every private golf club has its own distinctive features that set it apart from others. Whether it’s a signature hole, a historic clubhouse, or a breathtaking view, these are the elements that make your club special. Cheap stock photography fails to capture these unique aspects, instead offering generic visuals that could belong to any course or club.

By using stock photos, you miss the opportunity to showcase what makes your club truly exceptional. High-quality, custom photography, on the other hand, allows you to highlight your club’s unique attributes, creating a compelling visual narrative that resonates with both current and prospective members.

Ben Hogan called Riviera's fourth hole "The best par three in America."

Devaluing Your Brand’s Prestige.

Private golf clubs are synonymous with luxury, exclusivity, and prestige. Members join because they want to be associated with a brand that embodies these qualities. Cheap stock photography can detract from this image, making your club appear less exclusive and more generic.

In a competitive market where brand perception is everything, the quality of your visual content plays a crucial role. Investing in professional photography that reflects the true character of your club reinforces its prestige, while cheap stock imagery does the opposite, diminishing the perceived value of your brand.

Lack of Emotional Connection.

Great photography doesn’t just show a place; it tells a story and evokes emotions. It captures moments that resonate with your audience, whether it’s the joy of a perfect putt, the serenity of an early morning round, or the camaraderie of a club event.

Stock photography lacks this emotional depth. It’s often staged, impersonal, and devoid of the unique atmosphere that makes your club special. Without the ability to forge an emotional connection, your marketing efforts fall flat, failing to inspire or engage your audience.

Shell Bay Club's Director of Golf Michael Hunt tends the flag on the club's eleventh green.

Repetition and Overuse.

One of the biggest pitfalls of using stock photography is the risk of repetition. The same images you’re using could be featured in countless other marketing campaigns, including those of your competitors. This can make your club’s marketing materials feel unoriginal and uninspired.

Moreover, frequent internet users—your prospective members—have likely seen these stock images in other contexts, from corporate brochures to unrelated websites. This overexposure diminishes the impact of your marketing and makes your club seem less unique.

An artful and unique photograph of the actual balls this clubs members will see at their range is far more genuine than a cheap stock photograph of generic golf balls.

Missed Storytelling Opportunities.

Your club’s history, values, and member experiences are integral parts of its identity. Cheap stock photography doesn’t capture these stories; it merely fills space with generic visuals. By investing in custom photography, you can tell your club’s story in a way that resonates with your audience, highlights your values, and showcases the experiences that make your club one-of-a-kind.

Custom photography allows you to document significant events, capture candid moments of member interactions, and visually narrate the rich history of your club. These are the stories that build a strong emotional connection and foster loyalty among members.

Long-Term Cost Implications.

While stock photography might seem like a cost-effective solution in the short term, it can lead to higher costs in the long run. The need to constantly refresh your visuals to maintain relevance and avoid repetition can become expensive. On the other hand, investing in professional photography tailored to your club’s unique identity can provide you with a versatile and enduring visual library that pays dividends over time.

The Sonoma Golf Club wanted to show off their recent modern and sustainable bunker renovations to members, prospective members and the media.

The High Cost of Cheap Stock Photography.

In the exclusive world of private golf clubs, where every detail matters, visual content is a critical component of your brand’s identity. Cheap stock photography, while seemingly convenient, does a disservice to your club by undermining its authenticity, prestige, and ability to connect emotionally with members and prospects.

Investing in high-quality, custom photography is not just about capturing beautiful images; it’s about preserving and promoting the essence of your club. It’s about telling your story in a way that resonates, stands out, and reinforces the values that make your club a place of distinction. In the end, the investment in authentic visuals is an investment in the long-term success and prestige of your club.

SHOOTING THE PERFECT ROUND OF PHOTOGRAPHY AT ROUND HILL COUNTRY CLUB.

Round Hill Country Club and Alamo, California were meant for each other.

As Round Hill Country Club General Manager and COO Greg Gonsalves says in his welcome letter, “…while the two destinations are distinct, together they represent our atmosphere of friendly welcoming and belonging. And no matter where you live, we are all friends and neighbors here.”

You’ll get no argument from the members of Round Hill Country Club and the friends and neighbors on the waiting list, counting the days until they are called to join the beloved Alamo club.

Telling the story of a storied club.

To its members, Round Hill is much more than an exceptional golf course. To communicate the full range of what the club offers, Gonsalves looked for photographers who not only knew their way around a golf course, but could also capture the entire club lifestyle, from the fine dining and warmth of the staff, to the feeling you get at a clubhouse event.

Round Hill Country Club was originally founded in 1959 as a golf course and luxury housing community. The challenging yet immensely playable 18-hole course with spectacular views has been nothing short of a golf nirvana for members and guests since it opened in the fall of 1960, followed by the Clubhouse, Tennis Facility and Pool a year later. In the decades since, Round Hill Country Club has hosted top PGA pros, LPGA Tour events, famous celebrities, and its own club challengers. In 1996, Round Hill Country Club added a 48,000 square foot Clubhouse, creating the ultimate setting for entertaining family, guests and clients.

In 2018, a new Clubhouse renovation transformed this already incredible facility by adding resort level amenities. The dining and lounge areas were reimagined, expanded and upgraded. The Fitness Center added state-of-the-art equipment and a studio for classes and personal trainers. The latest solar-energy infrastructure and green technology was added to power much of it. About the only thing that hadn’t been recently upgraded and reimagined at Round Hill was the photography.

One photographer for everything Round Hill has to offer.

Rather than hiring one photographer to shoot the golf course, another to shoot the dining and lounges and yet another to shoot the amenities, Round Hill found a single photographer who could do it all. Gonsalves worked with award-winning golf course photographer Bill Hornstein to capture the essence of this local gem for the entire marketing campaign including website images, social media, newsletter and much more.

Using one photographer helped give Round Hill marketing a consistent look, tone and feel that expressed everything that makes this club special, from the beauty of the golf course and its iconic views to the recently upgraded amenities. Round Hill Country Club Communications and Marketing Director Lindsey Walker worked with Clubessential, a leading provider of club management software solutions, to design the crisp, clean website. When all was said and done, the photo shoot gave Round Hill a library of images that captured everything there was to love about the club for any future marketing purposes.

Over the years, Round Hill Country Club invested millions to create an unforgettable experience for its members. All it took was an investment in a single photographer to help make sure the story of Round Hill was well told for a new generation of members.

You can see the current Round Hill website at www.rhcountryclub.com and more of photographer Bill Hornstein’s work at www.billhornstein.com

ARCHITECTS HAVE BIG PLANS FOR GOLF COURSES.

Want to know where your next golf shot is headed? Good luck. But if you want to know where the future of golf course development is headed, ask a golf course architect.

That’s what the American Society of Golf Course Architects (ASGCA) did in their 2022 Golf Facility Trend Watch. The ASGCA is the professional association representing the most acclaimed and experienced design professionals in the golf industry. Their members have designed clubs around the globe from the most famous, storied golf courses to local favorites.

Cabot Citrus Farms is currently undergoing renovations to both Tom Fazio courses.

According to their latest study, renovations at golf courses in North America aren’t just through the roof. They’re through every part of the course. Volume of renovation business over the past 24 months shows half of architects reporting year-over-year revenue improvement, maintaining an upward three-year trend.

The outlook for the next 24 months is significantly more bullish relative to what the ASGCA survey observed in 2021. 56% of architects expect to see renovation revenue increase over the next two years.

Gil Hanse & Jim Wagoner recently renovated the iconic Oakland Hills in Michigan.

Master plan development has re-taken the top position as the most common project activity for architects, while practice area improvements remains a strong second. Master plan development also rebounded to recapture its place as the greatest revenue driver for golf course architects followed closely by total redesigns and new course construction. Course operators have seen improvements, like the addition of forward tees, lead to large increases in player enjoyment.

Andrew Green’s recent renovation of The Vaquero Club in Dallas, Texas.

The upshot of this study is that golf continues to gain favor with a new generation of players and courses are responding to the demand with major improvements across the board.

Whether you’re in the middle of a renovation or in the planning stages, it’s never too soon to start talking with an award winning golf course photographer.