In today’s digital landscape, online booking platforms have become an essential part of the golf industry, making it easier for players to reserve tee times with just a few clicks. One of the biggest names in this space is GolfNow, a service that connects golfers with courses worldwide while offering course operators software to manage bookings. However, while GolfNow may seem like an attractive solution for increasing visibility and filling empty tee times, many course owners and managers are questioning whether the benefits outweigh the costs.
GolfNow’s appeal largely comes from its ability to expose golf courses to a wider audience. Golfers searching for tee times online often use GolfNow as a one-stop shop, much like travelers use Expedia or Booking.com to compare hotel prices. For courses that struggle with marketing or lack a robust online presence, being listed on a widely recognized platform can drive new bookings, especially from tourists or occasional golfers unfamiliar with the area. Additionally, GolfNow provides booking software and management tools that some courses find useful for streamlining operations. These tools include automated tee sheets, marketing assistance, and even customer service support. For courses that don’t have the resources to invest in a custom-built online booking system, GolfNow offers a seemingly “free” alternative—though as many course operators have discovered, this comes with hidden costs.
The biggest issue with GolfNow is the way it structures its compensation. Instead of charging a direct subscription fee, GolfNow typically requires golf courses to give up 1-2 tee times per day, which it then sells under its Hot Deals program at discounted rates. The catch? GolfNow keeps 100% of that revenue, meaning the course doesn’t make a dime from those tee times. Over the course of a year, this can add up to tens or even hundreds of thousands of dollars in lost revenue—money that could have otherwise gone directly to the course. For example, if a course gives up two tee times per day at a rate of $40 per player, that’s $320 per day. Multiply that by 365 days, and the course is effectively giving GolfNow over $116,000 annually, all for the use of its booking software.
Another major challenge courses face with GolfNow is customer perception. Because GolfNow frequently offers discounted tee times, many golfers come to expect lower rates and may resist paying full price when booking directly with the course. This can create frustrating situations for staff, as golfers often demand price matches or complain about differences between in-person and online rates. Additionally, GolfNow’s prepaid system can lead to confusion, particularly when customers book a “walking” rate online but arrive expecting a golf cart. Course staff are then left to manage these expectations, often dealing with upset customers who don’t understand the platform’s policies.
Given these concerns, many golf courses are moving away from GolfNow in favor of other solutions. The rise of affordable SaaS (Software as a Service) platforms for tee sheet management has made it possible for courses to run their own online booking systems without sacrificing tee times as payment. These alternatives typically operate on a monthly subscription model, which can be more cost-effective than giving away thousands of dollars in tee times each year. Some of the most popular platforms right now are Lightspeed, foreUP, and Golfmanager. Additionally, running an independent booking system allows courses to maintain full control over pricing, branding, and customer relationships. Some courses are even encouraging players to book directly over the phone or through their own websites to maximize revenue and avoid unnecessary third-party fees.
That’s not to say GolfNow is entirely without value. For courses that struggle with marketing or have difficulty attracting out-of-town golfers, the platform can still serve as a useful discovery tool. However, operators should carefully evaluate whether the trade-offs—particularly the loss of revenue from Hot Deals—justify the benefits. In many cases, investing in a well-optimized website, a solid social media presence, and an independent booking system can provide just as much visibility without the financial downsides of partnering with GolfNow.
Ultimately, the decision to use GolfNow comes down to each course’s specific needs. If exposure to a broader audience is a top priority and the loss of a few tee times seems like a fair trade-off, GolfNow might be worth considering. But for courses looking to maximize profitability and maintain greater control over their pricing and customer relationships, exploring alternative booking solutions may be the smarter long-term play.