The dictionary definition of the adjective ‘world-class’ is “ranking among the world’s best; outstanding…”

It’s clear, then, that its reliability in general everyday conversation has been undermined. The epithet has been applied – often erroneously – to everything from pies to airline travel. And being ranked 347 on a list is no guarantee of excellence.

And that’s the problem for golfers when they start to research where they’d like to spend their cash on a ‘bucket-list’ golf course. Too often a club website will use the term ‘world-class’ to describe its golf course only for a golfer to discover it’s far from the case when they play it.

It’s on a par with that sign in your local hostelry that encourages you to try “Angie’s famous roast potatoes.” They may well be nice and crispy, but they’re hardly famous.

And although everyone has different tastes, there are certain elements that one would assume all golfers would want to see at a ‘world-class’ golf facility – and they don’t begin and end at a stunning course.

These thoughts were foremost in the mind of Michael Lenihan when he decided to launch worldclass.golf – a portfolio of the world’s premier golf courses, destinations and resorts – “created in order to validate that every destination featured delivers an exceptional visitor experience.”

Lenihan explained: “There are regular publications of the 50 best golf courses here, and Top 100 courses there, and they have a valued and rightful place within the sector. But so many of the elements within the process are subjective.

“Some people like links golf, some don’t. Some prefer parkland courses. A golfer used to playing high-end courses may find a lesser course underwhelming, while someone with different standards may enjoy it. And the golf course may be exceptional, but what about the rest of the experience.

“I was horrified to read recently that service plays no part in some of these course rankings, and condition only ten per cent.”

For every genuine ranking or quality award in golf, there’s another which isn’t designed to help the golfer, existing simply to make a quick buck.

“In discussion with countless managers within the industry I determined there was a desire to take the subjectivity out of the ‘quality’ golf sector and to provide a standardised evaluation of services and amenities that helps golfers know what to expect.

“There are certain elements which ensure a destination stands out from the crowd. It’s not subjective – they either have them or they don’t. It’s that black and white.”

Lenihan’s team has determined 12 touchpoints which can contribute to a ‘world-class golf experience’, including bag tags, fresh fruit on the first tee, complimentary range balls and shoe-cleaning services, with more elements set to be introduced in 2026.

Destinations are reviewed annually, by a member of the worldclass.golf team, to ensure they are maintaining – or preferably increasing – the prerequisite touch points.

Additionally, it is recognising clubs with GEO certification, acknowledging those that meet sustainability standards, which is increasingly important to many golfers.

“In a word, it’s about ‘credibility’,” added Lenihan, who has worked within the golf industry for almost 30 years.

“If a destination hasn’t got at least a quarter of those touch points then, at this point, they’re not eligible to feature, because it’s not where the visitor experience needs to be. It’s not a case of person A liked that, but person B didn’t. There’s simply no subjectivity.

“You’re not going to get a golf club going to go to the expense of giving away bag tags or providing fresh fruit or water if it’s not already at the point where it’s got a great aspirational golf course. We’re openly dealing with the higher end of the golf offering here.

“If somebody wants to enjoy a world-class golf experience, they’re prepared to spend the extra to achieve it. And the last thing they want is to be let down because somebody has made a specious claim that their resort is ‘world class’.”

The worldclass.golf website – which was completely re-built and re-designed for this season – recently introduced the facility to book stay-and-play packages directly with the member destinations, all with no commission.

“It suits both the club and the golfer, because direct booking allows for a more personalised experience, enabling golfers to communicate specific requests and receive tailored services, therefore enhancing their overall visit to the destination.”

Lenihan added: “It enables the golfer to make requests such as booking a table for dinner after golf, and that’s not always feasible through a third-party agent.

“In discussion with a GM recently, I was told the club seldom gets much information when receiving a booking through an agent, apart from the name of the golfers and the date of the tee-time.

“The GM shared his frustration that if the booking had been made directly with the club, they would have been able to provide a far greater personal experience before the golfers even arrived at the bag drop.

“Another, at a 27-hole facility, told me that when the club takes direct bookings, they are able to create packages where they may be playing nine holes in the morning as a loosener, then have lunch in the outstanding restaurant, and go out for 18 in the afternoon.

“Or flip it… 18 in the morning, have a longer lunch and go out for nine holes in the afternoon. It affords far more flexibility for the golfer.”

It could be argued that, by its very nature, worldclass.golf is perpetuating the perception that golf is an elitist sport. But Lenihan deflects that accusation and said: “If you want a great day out – because golf is a day out, it’s not just an hour or two – you have to pay for the best experience.

“I always equate it to air travel, where you often have different levels of service – economy, premium economy, business and even first-class. The airline offers you the same product, which is the ability to travel between two destinations, but the experience on-board differs hugely depending upon the cabin you book.

“And it’s these touch points and extras on-board when paying for premium cabins which enhances your ‘experience’. Think of worldclass.golf as golf’s equivalent to business-class travel.

“You can go to some high-end golf clubs in the UK and pay more than £250 for a tee-time. But that’s all it is – it’s not a comprehensive ‘experience’. You pay for the name, the history and the kudos that go with it.

“That’s fine, if that’s all you want, but you’ll be lucky if you can get inside the clubhouse at some ‘top’ golf courses.

“That’s just leaves a round of golf and your memories which are largely based upon how well you played. It’s not an ‘experience’.

He continued: “An average round of golf these days is four-and-a-half hours typically. If you turn up an hour before your tee-time and stay afterwards for a bite to eat in the clubhouse – let alone showering and changing – you’re going to be there for another 90 minutes. That’s what, seven hours? The best part of a working day.

“Some clubs are effectively saying ‘we want you there for seven hours, but we’re only going to focus on the four-and-half-hours when you’re playing the golf course as that’s where it really matters.’

“That’s simply not acceptable, as green-fee paying visitors at some self-proclaimed ‘world-class’ golf courses, sadly do not receive a ‘world-class’ experience.

Lenihan concludes: “worldclass.golf is not about promoting golf as an elitist sport; it’s about maintaining credibility and standards at the top end of sport.”