When 130 course owners and operators spend three days together on an island, you get a sharp picture of what keeps people busy, what they need and where the industry wants to go.
At the end of the conference we asked delegates how they felt, what their key takeaways were and one crucial question: “Which priorities should we focus on as an industry?”
The answers sketch a very practical picture of what facilities want right now. Below you find those priorities and how GCAE will work with them in 2026.
1. Customer Experience – the full journey
This priority came in first. Expectations have risen across hospitality. Guests want a feeling when they arrive. On our workfloor and fairways different generations meet, each with their own habits and ideas about service. Owners need to sharpen the full journey a golfer goes through at a facility, from booking to welcome and from pace on the course to how people learn, return and stay engaged.
What GCAE will do:
- share examples from colleagues around Europe
- bring ideas from hospitality, leisure and other sectors
- highlight what different generations expect from a visit
Experience lives in human moments: a sense of belonging, being acknowledged and recognised. Facilities look to invest heavily in systems and hardware, while the real difference is made by the people at the counter, on the tees and in the clubhouse. Do not forget about the experience.
2. Innovation & Tech – with clarity attached
Operators are curious and cautious at the same time. There is a constant flow of new technology and many owners want to know what will work on their site, for their customers and with their team. They want clarity on what works in practice, what delivers payback and what keeps life manageable. This includes tech on the range, indoor solutions, smarter tee sheets, payment systems and tools that support operations rather than complicate them. Technology earns its place when it strengthens the product and helps the team deliver a stronger customer experience.
What GCAE will do:
- keep members informed on new tech and its impact
- represent owners when it comes to protecting the value of tee times
- share best practices from driving ranges, indoor centres and courses
3. Data – numbers that matter
Owners want simple, comparable numbers that support decisions. One clear action for 2026 is the first European Facility Benchmark we are working on. Facilities want to see where they stand, learn from each other. Furthermore it is important to show the size and relevance of the facility landscape across Europe. We start with three points: rounds, revenue and occupancy. Other indicators can follow once they add practical value.
What GCAE will do:
- build the first layer of the European Facility Benchmark
- keep it simple and comparable
- add water, industry and sustainability onces in place
Data earns its place when it helps facilities make decisions.
4. Climate & Water – practical steps
Across Europe owners want real and affordable options to deal with water, climate pressure and regulation. There is a wealth of knowledge already available. The challenge is matchmaking: the right insights to the right facilities at the right moment.
What GCAE will do:
- work with partners to bring existing solutions directly to facilities
- keep a seat at the table where governing bodies make decisions, it is happening at our places
- connect with authorities to represent our interests
- connect greenkeepers, agronomists and technology partners
- support courses in preparing for upcoming rules
5. Staff & Training – good people make good golffaciities
Finding the right people, training them and keeping them is a challenge for facilities. Owners want tools that help them build strong teams, grow talent and run academies that fit their facility and local market. The human side shapes the energy in the clubhouse, the condition of the course and the quality of the experience.
What GCAE will do:
- connect facilities with partners who know how to train and retain staff
- share examples of academy models that work in different markets
6. Cross-European Collaboration – learn faster together
Operators want to compare across borders and stop reinventing the wheel. They also want a stronger story about the role of facilities in local and national ecosystems. Golf facilities contribute to economies, landscapes, communities and tourism. That contribution deserves visibility that reflects reality.
What GCAE will do:
- work with national associations on shared messaging
- offer insights and examples that strengthen the facility voice
- create more visibility for the real impact of golf facilities
GCAE is the place where owners help each other move forward with honest conversations, shared tools and clear ideas about the future.
And now?
GCAE will use these priorities to guide its work in 2026: with data, representation, pilots, practical examples, stories from other sectors and a community that thinks ahead together.
If you want to be part of any of these themes, let us know. We welcome new ideas, new voices and people who want to move golf forward.