Everyone's Talking About Guest Experience. But What Actually Is It?

A few weeks ago somebody commented on LinkedIn and said “A bacon sandwich at a golf club is hardly an experience!”

I disagree with that for lots of reasons, mainly because it assumes people are choosing to just eat; rather than understanding that, no matter how small, a bacon sandwich at the club is still a treat.

So if it’s not just the food, what is experience and how do you make sure your members have a great experience whether that is the Summer Ball, Captain’s Drive In… or just a quick sandwich before you play?

Most people can't actually define what they mean by it.

They know it when they see it. They definitely know when it's missing. But ask them to break down what actually creates exceptional member and guest experience, and you get vague answers about "making people feel welcome" and "good service."

That's not good enough.

Because if you can't define it, you can't measure it. And if you can't measure it, you can't improve it.

The restaurant industry figured this out years ago

I spent time researching what actually contributes to guest experience in hospitality. The comprehensive lists are... exhausting.

Food quality. Presentation. Beverage selection. Menu clarity. Pricing. Service attentiveness. Staff demeanour. Greeting quality. Wait times. Cleanliness. Ambiance. Lighting. Music. Seating comfort. Temperature. Accessibility. Payment options. Technology. Recognition of regulars. Personalisation. Anticipation of needs. Communication. Feedback loops. Follow-up. Brand consistency...

And that's just the obvious stuff.

Every single touchpoint matters. From booking to departure and beyond. The rational dimensions (food, speed, hygiene), the emotional dimensions (personalisation, atmosphere, anticipation), and the technological dimensions (reservation, payment) all combine to form someone's perception and memory of their visit.

It's overwhelming. And if you tried to focus on all of it at once, you'd lose your mind and achieve nothing.

So what should golf clubs actually focus on?

Here's what I've learnt after working with golf clubs, running my own restaurants, and obsessing over why some operations thrive whilst others struggle...

Guest experience isn't about perfecting everything. It's about getting the fundamentals right, then adding the human element that makes people feel valued.

Let me break that down.

The non-negotiables (get these sorted first)

Before you worry about anything else, these must be absolutely solid:

Cleanliness and hygiene. This is table stakes. Spotless facilities, pristine tableware, immaculate presentation. There's no conversation about elevated experience if your basics aren't impeccable.

Food that lives up to the setting. Notice I didn't say "the best food in town." Your carbonara doesn't need to win awards. But it needs to be excellent because anything less is unacceptable in today's market where your members can eat anywhere.

Consistent service standards. Not robotic. Not scripted. But reliable. Members need to know what they're getting every single time they walk through your doors.

Friction-free operations. Easy booking. Clear communication. Payment that works. No stress, no hassle, no "sorry, the system's down."

Get these wrong and nothing else matters. You're fighting fires instead of building experiences.

The differentiators (this is where you win)

Once your fundamentals are solid, this is where golf clubs have a massive advantage over restaurants...

You know your members.

You know Eric prefers his table by the window. You know the business lunch group always wants the private dining room. You know which couples are celebrating anniversaries and which groups are commiserating a bad round.

That's your competitive weapon. That's where you win.

Because whilst everyone else is still fighting the food quality battle, you can be winning the hospitality war.

The real product isn't the sandwich

I realised during lockdown when I was running restaurant deliveries...

I saw our actual product wasn't the burger. It was the moment of joy when someone opened the box after a difficult day. The treat when the world felt impossible. That connection when everything else was shut down.

Same principle applies to your club.

You're not selling club sandwiches and post-round pints. You're selling leisure time. Downtime. The personal moments spent with friends before, during, and after the round.

Breaking bread together is about as old a tradition as we have. When members choose where to eat after golf, they're not researching who has the best carbonara. They're asking themselves:

"Where will we feel most comfortable?"
"Where will we be looked after properly?"
"Where can we properly celebrate this round?"

That's what you're competing on. Not Michelin stars. Not trendy small plates. Connection. Belonging. That feeling that you matter here.

The three things that actually move experience

Working with clubs, I see three areas that consistently make the biggest difference:

1. Staff who genuinely care

Not fake enthusiasm. British members can spot that nonsense a mile away. I mean attentive without being intrusive. Reading the room. Knowing when someone wants a quiet catch-up and when they want to celebrate loudly.

Good people are central to your guest experience. Which means hiring for both cultural fit AND skills, paying them properly, and creating an environment where they actually want to stay.

2. The feeling of belonging

Every guest, whether they've been a member for thirty years or it's their first visit, should feel like they're already part of the family. That warm greeting. The genuine smile. The sense that nothing's too much trouble.

This is exactly when hospitality matters most. Your members notice. Your guests remember. And they both keep coming back.

3. Seamless operations that let people relax

No friction. No stress. No having to chase down staff or wonder what's happening with their order. Just effortless hospitality that lets members focus on what they came for... spending time with people they like in a place they love.

Where most clubs get it wrong

They try to be everything to everyone.

They obsess over trying to please every single vocal member. They add complexity when they should be adding consistency.

Or worse... they view F&B as a headache rather than the heart of the member experience.

Here's the truth: when the busy season ends, members won't remember the speed of service or the exact garnish on their plate.

They'll remember how you made them feel.

The bottom line

Stop trying to be the cheapest food in town. Start focusing on being the place where your members feel most at home.

Make your food excellent because anything less is unacceptable. But win their hearts through the experience you create around that food.

Focus on:

→ Impeccable basics (cleanliness, quality, consistency)
→ Knowing your members and making them feel valued
→ Creating spaces where people want to linger
→ Building teams who genuinely care about hospitality

Because whilst everyone else is perfecting their recipes, you should be perfecting your relationships.

That's what guest experience actually is. And that's how you move it forward.

Quick one — if you’ve not done this yet, my scorecard helps you spot gaps across guest experience, costs, and day-to-day ops. Takes a few minutes and you’ll get a proper report at the end.