Scottsdale, Arizona, United States: Troon has unveiled significant enhancements to its loyalty programmes and web presence, launching Troon Access and a newly-designed website.

The changes come amid large investments in the company’s digital transformation and the formation of Troon Digital, a team specifically tasked with leveraging technology to improve golf course operations and golfer experiences at Troon-managed facilities.

With the launch of Troon Access, Troon is replacing its 27-year-old Troon Card programme that enabled golfers to book discounted tee times within a three-day booking window.

Featuring similar, but more expanded benefits, members of both tiers of Troon Access will enjoy more consistent play rewards and extended booking windows.

Members will also be able to leverage their benefits more seamlessly as Troon launched a brand-new website and booking experience. The new Troon.com provides a best-in-class experience for users to easily find and make tee times at their favourite Troon-affiliated golf facilities and track, manage and use their Troon Rewards.

“We’re excited to launch the Troon Access programme and a new suite of digital products including an improved Troon.com,” said Jeff Ma, Chief Digital Officer at Troon, an Executive Member of the Asian Golf Industry Federation.

“These enhancements will improve operational efficiency and revenue opportunities for our courses and will greatly benefit the golfer’s booking and loyalty experience,” said Ma.

Troon’s new Access programme has two tiers, Troon Access and Troon Access+.

Both tiers provide consistent year-round value with preferred pricing at 150-plus Troon-affiliated facilities across the US including Kapalua, Troon North, and Gamble Sands.

Golfers will be able to access their tee time benefits up to 60 days in advance and Access+ members will receive larger savings within a three-day booking window. In addition to tee time savings, members will also be eligible to play in member-only events and access exclusive partner offers from brands like Avis, Ship Sticks, and more.

“The launch of Troon Access and the new Troon.com represent a major leap forward for enhancing the pre-golf guest experience,” said Troon President and CEO Tim Schantz.

“These innovations make it easier for golfers to search for and make tee times, while providing greater value and flexibility for those passionate about the game and playing at Troon-affiliated courses. The new Troon.com is just the start of a larger digital roll out. We are committed to leveraging technology to continuously improve the guest experience,” added Schantz.