Today the phones at Royal County Down Golf Club will ring continuously for the entire day as golf pilgrims and golf travel operators (GTOs) scramble to secure much sought after 2027 tee times. No online booking, just an old fashioned phone call.
Frequently ranked the best public golf course in the world, the Club is bracing itself for the busiest booking window to date as demand for global links golf travel continues. I spoke with several leading golf travel operators who all expressed off the record a similar sentiment - the current system is chaotic and broken.
Sources suggest with only two phone lines available, GTOs will today spend hours (in some cases redialling thousands of times) in the hope of getting through and joining the queue. I was told of one golf travel operator who after a year of dialling from his US office and adamant they were losing valuable time connecting internationally, made a point of flying over the following year just to ensure they could be calling from a domestic telephone line!
Once connected, the wait time typically stretches to an hour. Even then, there is no guarantee of success. It is not uncommon to reach the front of the queue only to be cut off, forcing the booking agent to start the entire process again from scratch.
When successfully connected, agents have to hope that the specific dates they require still have availability. Deposits must be paid immediately over the phone by credit card, adding further pressure to an already tense process. All while trying to purchase thousands of pounds of tee times…you better hope your credit limit has been increased.
The situation is made even more challenging when Royal County Down is typically paired with Royal Portrush (tee times here are already open for GTOs with public tee times on sale March 2) and who also require a non-refundable deposit. This creates a logistical dilemma: commit funds to Portrush without any certainty that Royal County Down can be secured later or risk disappointing clients by omitting one of the world’s most famous links golf courses.
For the hundreds of golf travel operators who promote Irish links golf to their clients, this antiquated system makes it increasingly difficult to confidently include Royal County Down in Northern Ireland itineraries. The risk, time investment and uncertainty are simply too high. As a result, one notable golf travel agent is no longer actively promoting Northern Ireland golf tours, instead focusing their attention on the south west of Ireland.
“As a result, despite the undeniable quality of the golf we are no longer actively promoting Northern Ireland golf tours.”
Royal County Down Golf Club
Such sentiments are not lost on the wider golf tourism industry in the region or indeed the Club who politely declined my attempts to feature the detail of the booking process. They did acknowledge that their booking system is under review as the Club strives for constant improvement.
The Club must be applauded for the public access it affords, believed to be in the region of 8,000 public tee times restricted only on Wednesdays and Saturdays. They even have a public booking sign up form on their website even if this route will likely find you picking off what is left from today’s booking spree.
In 2027, green fees are set at £495 for a single round. Historically visitor fees helped offset member subscriptions but in recent years has seen a rise in frivolous “visitor enhancements” that fundamentally don’t impact the golf experience. (Yes, we’re looking at you first tee gift) Not exclusive to Royal County Down it must be said but prevalent in most top tier links golf courses in the UK & Ireland.
Something that hasn’t always been the case. In the midst of the Irish troubles, Royal County Down was not on the golf tourist map until Tiger Woods’ former coach Butch Harmon paid a visit in 1994 with his brothers. He returned to the United States and told anyone who would listen that they should visit. Tiger Woods was one of them.
Tiger Woods - Royal County Down 2005
A proud member, Butch returns frequently with friends and in 2023 shot his age.
And then there’s their very own local hero, Rory McIlroy. I had the chance to spend some time walking with Rory and other notable players during practice rounds at the 2024 Irish Open with my previous role as social media lead at the DP World Tour. The energy the players had for the golf course and event that week was palpable. Fortunate for Rory, he won’t have to worry about getting a tee time!
“Royal County Down is arguably one of, if not the best golf course in the world in my eyes - it is a real treat. It feels like every hole is just sort of being carved out of the land. It doesn't seem like they moved a lot of ground to make this golf course. I personally think it’s the best course on the island.”
Rory McIlroy prior to the 2024 Amgen Irish Open. Source Top 100 Golf Courses
Talking of natural golf. I found it disappointing to learn that the Club has removed the repeat round policy. There is a something to be said for playing blind shots (which there are several) a second time and to enjoy an entire day at a special place like Royal County Down. The only rationale I could think of is to maximise the number of golfers getting access while those more cynical may suggest it is to ensure the Club maximise the additional splurges on merchandise, food/drink.
As already noted, the Club are exploring ways to enhance their booking experience. One such idea that has been floated is the concept of a formal “waiting list”.
I love this. Allow me to riff on an idea…
For a small sum annually, visiting golfers who have a deep desire to play Royal County Down could be enrolled into a database granting priority for any last minute cancellations that become available and preferential access the following year. In the meantime they can be served a range of informative content about Royal County Down’s history, golf course architecture and the town of Newcastle. Better yet it would generate even more additional cash that godforbid, could go towards their junior programme, community non profits or further support the Club’s fantastic sustainability efforts.
Booking a 2027 Northern Ireland Golf Trip
Coast of Northern Ireland with`Portrush in the distance
As noted above, the Northern Ireland bucket list golf trip sells out fast. Other notable nearby golf courses have opened their 2027 tee sheets already - Ardglass, Portstewart and Castlerock with some eye watering green fees. Royal Portrush will open to public bookings on March 2 with their second course, The Valley already sold out for large portions of the 2027 season courtesy of preferential golf tour operator bookings. See GTOs - you don’t have it all bad…
During my time covering The Open last year, I fell in love with the town of Portstewart - be sure to make that your base.
Nostalgic picture of this week goes to another favourite Irish golf destination of mine and home to this year’s Walker Cup - Lahinch.
Simpler times, slower greens and what appears not to be a Taylormade spider mallet putter….
“Dell” 5th hole at Lahinch
Reads, Listens and Links
Open Championship host venue Royal Birkdale announce UK golfer ballot – a limited ballot offering UK golfers the chance to enjoy a preferred fourball rate of £396/ under £100 per player.
Love links golf and enjoyed this newsletter? Consider forwarding it to a friend or family member.
Cheers, Ru Macdonald