AI isn’t just changing how people search for answers. It’s now changing how people choose where to play golf. And we just saw proof of it at Sugarbush.
The Breakthrough
Recently, our WooCommerce records showed two transactions where the source was listed as ChatGPT.com. In other words, customers didn’t just Google us — they asked an AI where to play, and the AI pointed them to Sugarbush.
Interestingly, these golfers weren’t searching for stay-and-play packages. They were looking for night golf. That’s how they found us — and they booked.
Why It Matters for Golfers
When golfers plan road trips, they don’t always know where to stop or what special experiences are available. AI platforms now provide quick, trusted recommendations. If Sugarbush shows up in those answers — whether for night golf, stay-and-play, or public play — it makes their journey easier and brings new players to our course.
Why It Matters for the Golf Industry
This is the next evolution beyond Google. AI-driven search is already shaping how travelers and golfers make decisions. Courses that don’t adapt risk being invisible when players ask tools like ChatGPT about “best stay and play in Michigan,” “public golf near Flint,” or “night golf near me.”
What We’re Doing at Sugarbush
We’ve been working on AI visibility for the past few months by:
- Publishing structured content and blog posts.
- Updating our website with schema markup so AI tools can read it more clearly.
- Testing prompts to see how often Sugarbush appears in AI responses.
- Tracking results — including the conversions we’ve just seen.
Closing Thought
For us, this isn’t just about technology. It’s about making sure every golfer — whether they’re coming from down the road or across the state — has a chance to discover the maple groves and hospitality of Sugarbush.