Google is gradually rolling out “Book Online” buttons on golf course Business Profiles in Search and Maps. These buttons aim to give users fast access to tee time booking options.
However, in some cases, the booking link shown on your profile may lead to a third-party platform, not to your own website or booking system and not because you chose it.
What is happening?
- Google partners with platforms that represent many businesses, such as booking aggregators and Golf Management Software (GMS) providers
- If one of those platforms includes your course, their link may appear on your Business Profile — even if you have no agreement with them
- Google does not verify whether the third party has a legitimate relationship with your course
This has already occurred in several European markets. In Spain, links have appeared from Greenfee365 and Leading Courses. After feedback from operators, Leading Courses removed their links; Greenfee365 has not.
In the United States, this same issue arose when GolfNow and Supreme Golf deployed thousands of links via Google. The National Golf Course Owners Association (NGCOA) took coordinated action, engaging Google and encouraging GMS providers to offer direct links that give courses control.
What does this mean for your course?
- A booking button may appear on your Google profile without your consent
- That link may redirect traffic to a platform that is not under your control
- The booking process and customer relationship may be handled by a third party
- You may not be aware this is happening
- And critically: the customer data and the revenue flow may bypass your business entirely
What should happen instead?
Golf courses should be able to show a direct booking link, connected to their own GMS — not through an external platform unless chosen deliberately.
This ensures:
- Control over availability and pricing
- No unwanted commission or data sharing
- A consistent customer experience
- A booking path that reflects your own business
Google supports this approach, but only through technical integration with GMS providers. Individual courses cannot request this directly.
What will the GCAE do for you?
We are actively addressing this issue at the European level, together with AECG (the Spanish Golf Course Owners Association). Our actions include:
- Engaging with Google to clarify their approach in Europe
- Mapping the Golf Management Software (GMS) landscape across European markets
- Coordinating with GMS providers to support a fair, transparent rollout of direct booking links
- Involving IAGTO and other relevant stakeholders to ensure the interests of golf facility operators are fully represented
Our goal is simple: to ensure that you remain in control of how your tee times are promoted and booked online.
What can you do now?
- Check your Google Business Profile: is there a booking link? Where does it go?
- Ask your GMS provider: are they working on a Google integration for direct booking?
- Let us know which GMS you use, so we can represent your interests in our conversations
For questions, input or concerns, contact us at rr@gcae.eu
