Noteefy’s AI Booking Engine lets golfers find, book and pay for tee times inside AI assistants, while operators receive integrated all-in-one revenue management capabilities. Every reservation goes straight to the course’s tee sheet, at the course’s rates, with the golfer’s relationship staying with the course.
LOS ANGELES, Calif. – Noteefy, the #1 revenue and demand platform used by over 1,500 golf courses and resorts, today launched its AI-Powered Booking Engine.
For the first time, operators can run their entire revenue suite through a single booking flow on their own website, and have that same flow bookable by golfers inside ChatGPT, Claude, Grok, Muse, and more. Golfers ask an AI assistant for help booking a tee time, and the booking engine converts that inquiry into a booking on the course’s own tee sheet, at the course’s own rates, with the golfer relationship staying with the operator.
Tobacco Road Golf Club in Sanford, North Carolina, goes live on the Booking Engine today, with Ron Jaworski Golf, Landscapes Golf Management, and several other top multi-course operators also rolling out the technology across their portfolios.
“Most golfers travel to play Tobacco Road, and many of them are planning trips with AI these days. Now when someone asks an AI assistant about golf near the Village of Pinehurst, they can book us even faster,” said Scooter Buhrman, General Manager, Tobacco Road Golf Club. “And that strengthens the relationship between booking and the course while attracting new customers.”
From AI Search to AI Booking
Golfers are already using AI assistants to decide where to play. Noteefy Insights data from more than 200 golf course websites shows traffic referred by AI assistants increased 499% year over year in 2025. ChatGPT accounted for approximately 90% of those visits, followed by Gemini, Copilot, Perplexity, and Claude.
At the same time, fewer golfers are beginning their journey by navigating directly to a course website. Direct traffic represented 41% of course website traffic in 2025, down from 49% in 2023.
Until now, most AI-assisted golf discovery ended with a link to a course website. The Booking Engine is designed for what comes next: an AI assistant that can move from recommending a golf course to completing the transaction directly with the operator.
“Every course operator deserves a strong direct booking channel, broader distribution and an AI revenue manager in their pocket that helps them make the best possible decisions. Our platform brings all of that together in one system, and we’re excited to see the momentum it’s already creating for our customers,” says Jake Gordon, Noteefy Co-Founder and CEO.
Bringing AI Booking to Life at The Broadlands
At The Broadlands in Broomfield, Colorado, golfers are booking and paying for a round entirely inside Muse in three messages:
- Ask. “Book me a tee time in Denver for two golfers this Saturday, nine holes after 4 p.m.” The assistant checked live availability at The Broadlands and returned available tee times and pricing.
- Choose. “Do 4:40 with a cart.” The assistant selected the time and presented the final price: two players at the $40 public rate plus a $20 cart, $100 total, along with the course’s cancellation policy.
- Book. After the golfer approved the price and policy, the reservation was paid with a saved payment method and placed directly onto The Broadlands’ tee sheet. The golfer received a booking reference and options to modify, cancel or invite playing partners.
The golfer never opened a course website or marketplace app. The course controlled the inventory, set the price, collected the payment and maintained the customer relationship.
“The Noteefy booking engine ensures that our LGM golf courses are set up for the future, where agentic inquiries come directly to us. At the same time, we’re protecting our inventory from no-shows and driving the best possible golfer booking experience,” said Scot Wellman, VP of Marketing and Revenue Management, Landscapes Golf Management.
‘All In One’ Revenue Platform Built for Golf’s AI-First Future
Taking the booking is only part of the opportunity.
Noteefy Insights, Noteefy’s data and analytics platform for golf, shows operators where golfers are coming from, improves data capture of golfers 2-3-4, and identifies patterns such as which tee times are filling slower than usual.
The system then recommends where an operator can take action. If Wednesday afternoon is pacing below expectations, for example, Insights can flag the softness and recommend a targeted offer. The operator remains in control of whether and how to act.
Other revenue driving capabilities include:
- More complete golfer relationships. The Booking Engine can capture information for every golfer in the group (golfers 2-3-4), not only the person making the reservation, helping operators build direct relationships with players two, three and four.
- Demand capture and tee-sheet protection. Noteefy Waitlist captures demand when preferred tee times are unavailable, while Confirm helps operators manage cancellations and no-shows.
- Native checkout and course-controlled policies. Card capture, deposits and prepayment happen within the booking flow, with the course’s cancellation windows and booking policies applied to the transaction.
- Conversion Tracking & Analytics by Funnel Stage. Track bookings across each stage of the customer journey from landing page traffic through booking conversion.
“For twenty years, the course website was the destination. Now it is a source that AI reads, understands and acts on,” said Ross Liggett, Vice President of Data at Noteefy. “For the first time in two decades, a technology shift favors the operator over the aggregator, because an agent can go straight to the course instead of through a middle layer. In this new world, invisibility doesn’t come from bad SEO. It comes from technology that isn’t built for agents.”
Learn more about the Noteefy Booking Engine, or see how your course shows up to AI assistants today by requesting a free AI Readiness Assessment at noteefy.com/readiness.
About Noteefy
Noteefy is the complete revenue and intelligence platform for golf course operators. It helps operators capture golfer demand, convert it into booked rounds, and understand the performance behind every tee time through real-time analytics and forecasting. The platform includes direct booking and payments, automated waitlists and confirmations, an AI pro shop assistant, group lead management, and Noteefy Insights. More than 1,500 golf courses worldwide rely on Noteefy, including 80 of Golfweek’s Top 200 Resorts and 9 of the top 12 multi-course operators. Noteefy is backed by Full In Partners, Powerhouse Capital, Teamworthy Ventures, Phoenix Capital Ventures, PerotJain, and a syndicate of operators and executives from golf, travel, and hospitality.
Learn more at noteefy.com.
Media Contact:
Andrew Cody
Sr. Manager, Growth Marketing
andrewcody@noteefy.com
