Must know club trends for 2024

Must know club trends for 2024

Must know club trends for 2024

By Srishti Singh

Technology is playing an increasingly pivotal role in shaping the member experience, operational efficiency, and overall management of clubs.

Emerging trends in 2024 illustrate the need for the integration of advanced software solutions. It is becoming a necessity for clubs looking to thrive in a rapidly evolving landscape.

Here are some of the bigger trends clubs need to pay attention to in order to stay ahead of the game.

Personalizing experiences

Research points to an increased desire for more personalized experiences in 2024. Clubs are responding by embracing advanced customer relationship management (CRM) systems like Northstar’s. These systems allow clubs to track member preferences, activity history, and engagement levels. This data is then used to tailor services, recommend events, and personalize communication.


From golf enthusiasts to spa aficionados, look for clubs to continue to improve the way they utilize member data to tailor experiences that align with individual interests. 

This shift reflects a broader movement towards customization and even a desire of members to curate their own club experience.

Making mobile a priority

Smart clubs realize that the members expect mobile to be a part of the club experience. This expectation is forecasted to continue to grow in 2024.


Members want a club app that gives them the flexibility to make reservations, access event calendars, and receive real-time updates on club activities. Moreover, more and more members are adopting push notifications and in-app messaging. This points to the fact that members have come to consider it more than a convenience. For example, members view the Northstar ClubNow Mobile App as a way to stay up-to-date and connected with the club and other members.

Additionally, clubs are taking advantage of mobile technology to offer everything from contactless check-ins to touchless payment options. 

Embracing AI

The growth of artificial intelligence (AI) exploded in 2023 and doesn’t show any signs of slowing in 2024.

Clubs will take advantage of the machine learning algorithms to analyze member behaviors, preferences, and attendance patterns to generate valuable insights. These insights will enable clubs to offer targeted promotions, create a more vibrant and engaging social atmosphere, and more. All of this will contribute to a more personalized experience at the club, whether the AI is helping to suggest tailored event recommendations or customized dining options.

It’s important to note that AI will not replace but rather enhance human interactions. According to a report from Forrester, “The key to many of 2024’s improvements will be behind-the-scenes genAI that augments customer service agents’ capabilities. This will help agents contribute to success in common top drivers of CX: answering questions faster and better, resolving problems on first contact, communicating clearly, and leaving the customer feeling respected.” 

For clubs, that could mean deploying AI-powered chatbots and virtual assistants that can handle routine inquiries, reservations, and event bookings, freeing up staff to focus on more personalized interactions. These intelligent systems can quickly adapt to members' preferences, learning their habits and anticipations, thus offering a more tailored and seamless experience. For instance, an AI-driven reservation system could learn a member's preferred tee time or dining preferences, ensuring a more customized and enjoyable visit.

AI will help enhance other parts of the club operations as well. For example, Northstar has acquired Happometer to offer an advanced member feedback system that deploys AI to understand member sentiment. Additionally, advanced analytics tools powered by AI will help clubs make informed decisions by analyzing member behavior, predicting trends, and identifying growth opportunities. From membership acquisition strategies to optimizing event planning, AI is becoming an indispensable tool for proactive and data-driven decision-making.

Other areas

Beyond the major trends, look for other areas of emphasis to continue to advance in 2024. These include:

  • Smart facility management - AI and automation will help optimize resource utilization by monitoring equipment, tracking energy usage, and maintaining optimal conditions across the club grounds.
  • Enhanced security measures - technology will help ensure data security. Secure payment gateways, multi-factor authentication, and encryption technologies are becoming standard features in country club software to ensure the confidentiality and integrity of data.
  • Continued sustainability efforts - from digital membership cards to paperless billing systems, clubs are adopting green technology solutions to minimize their environmental footprint.

To learn more on how your club can address the emerging trends for 2024 and beyond, request a demo of the Northstar complete club management solution.