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Group Travel’s Crystal Ball

Which trends will shape the future of group travel in 2023— and beyond?

If the past few years of the travel landscape could be summed up in one word, we would likely agree on “unpredictable.” But for today’s tour operators, destinations, and travel leaders to succeed, they must understand current trends and traveler tendencies, and speculate what the future of group travel will hold in 2023 and beyond.

To help, we spoke with three leaders of national group travel associations to better understand what challenges and opportunities tour operators across their networks face today. They also shared what current trends may influence the group tour landscape this year.

5 Predictions

1. tour bookings will continue to climb.

Despite a tidal wave of challenges over the past several years, travel demand has bounced back from pandemic lows. The details are in the data: Results from a late summer member survey by the National Tour Association (NTA) found that tour operators’ packaged-travel clients are returning in droves. The same is true for customized travel bookings, which the association says its members are seeing grow at a remarkable rate. Two-thirds of tour operators reported bookings are meeting or exceeding expectations, with 33% claiming business as stronger than expected. International travel business sentiment was nearly identical, with 30% of operators reporting bookings that were stronger than expected.

Growth in bus tour bookings also grew immensely in 2021, according to the American Bus Association (ABA), and the organization anticipates continued demand for even more tours, particularly across youth and school groups, in the future.

“Our team at the American Bus Association kept hearing about this incredible demand for travel in 2022—and from everything we’ve seen, there really was,” says Peter Pantuso, president and CEO of the ABA. “Today, people are saying they’re just about at full capacity, whether it’s a bus tour, hotel, or restaurant. Everybody’s doing well right now. It’s a great thing to see.”

2. Tourism workforce shortages will rage on

It’s no secret that tour operators and destinations continue to face many staffing and service challenges due to the impact of COVID-19. To protect their clients’ experience and meet the ever-changing needs of travelers, tourism industry leaders urge tour operators to take a proactive approach to understand potential staff-, service-, and experience-related issues at their planned destinations and attractions.

“Staffing shortages among tour partners and destinations, including at hotels, restaurants, attractions, and entertainment venues, will continue to impact tour operators and their clients’ experiences,” says Catherine Prather, president of the NTA. “From fewer servers and lower-quality service to eliminated services like baggage claim and valet parking, tour operators must keep in mind the ever-evolving landscape of the service industry in the wake of COVID-19 disruption.”

Prather says proactive communication is key. She recommends tour operators call destinations well in advance to check they can adequately and efficiently accommodate their groups—and then pivot to adjust as needed based on both real and perceived challenges. In addition to destination and attraction staff, the bus industry is also reeling from the side effects of the post-COVID-19 workforce shortage. Driver shortages are a huge issue for an industry that’s experiencing a flood of bookings.

“I think one of the biggest trends that we saw in 2022, and even more so one of the biggest challenges, is certainly the driver shortage on the motorcoach side of the house,” Pantuso says. “If you don’t have a bus driver, the bus isn’t going anywhere.”

He describes the problem as a “pandemic of its own kind.” He also says it’s a trending challenge the entire industry must be aware of and account for.

“Operators on the tour side of the house have to be aware that this was a tough year, and it’s going to be even harder next year,”

Pantuso adds. “We’re going to see a lot more demand coming back for group travel in 2023, especially for student travel and certainly for adult travel as well.”

3. Flexible itineraries will become a standard

One major lesson from COVID-19 for both individual travelers and tour operators was learning to be flexible in the wake of unforeseen challenges. As such, tour operators today are increasingly adding more flexibility and free time into their itineraries so that they can accommodate travelers’ differing needs.

“Our tour operators are hearing a call for flexibility, choice, and individual experiences within group itineraries,” Prather says. “Examples of this could look like tour operators booking fewer group meals in restaurants, and instead, allowing clients to choose their own dining experiences. This could also look like providing unstructured time in the itinerary so their travelers can choose how to spend this free time.”

Many tour operators across the NTA network are developing itineraries with many alternatives versus a strict, single-track schedule. Itineraries across the board are more innovative and flexible than ever before—and are often broad and detailed rather than specific.

“A lot of this transition is to allow for changes that will undoubtedly arise before the tour even operates,” Prather adds. “It’s really just a symptom of everything that’s happening right now in terms of labor shortages and supply chain issues.”

4. Operators will book smaller tours

In addition to flexibility, many tour associations like the NTA and the United States Tour Operators Association (USTOA) are seeing more of their members booking smaller, more customized tours with more choices and individualized experiences built into the itinerary.

“Prior to COVID-19, we already saw the trend toward smaller groups—and we expect [that] to be the stronghold for our membership moving forward in 2023 and beyond,” says Terry Dale, president of the USTOA. “That doesn’t mean a traditional escorted or guided experience of a motorcoach with 48 or so seats will go by the wayside. But we are seeing that people are looking at smaller group trips that can be more individualized and catered.”

Prather says the NTA has anecdotally seen an increase in customized tour planning. Traditionally, scheduled tours have made up the bulk of tour operators’ business, where preplanned itineraries and catalog bookings were more commonplace.

“I really do think that COVID-influenced factors have played a part in this shift, including smaller groups, itineraries with alternatives, and individual experiences within a group itinerary,” Prather says. “Are tour operators still producing brochures and presenting scheduled departures to customers? Absolutely. But the continued shift in group traveler preferences for smaller, custom travel experiences will only continue to grow.”

5. Travelers will want more meaningful trips

Where, how, and even more importantly, why, groups travel is also changing. Groups and individuals are becoming more mindful of their impact on, and their experiences with, the local communities in which they travel.

“We’ve all seen examples over the last five to six years of over tourism, where communities are reacting in a negative way toward our industry because we have too many people and not enough resources to support the volume of travelers,” Dale says. “I think this will cause us to rethink and reimagine the kind of travel experiences we can create and offer to our customers.”

The USTOA strongly believes tour operators will (and must) play a key role in providing more authentic and meaningful travel experiences for individuals who want to travel with more purpose and intention.

“I think we will see a growing effort toward meaningful and purposeful travel and the ability for us in the tour operators space, and as an industry, to help get our economic impact to neighborhoods and communities who can most benefit [from] it,” Dale says. “So, whether that’s visiting a women’s cooperative making textiles, ceramics, and weavings in Jordan where the participants are largely the breadwinners for their families or supporting local community efforts and initiatives that help the greater good, I think we will see meaningful and purposeful travel continue to grow and expand in the near future.”

Tourism Cares , the NTA-founded nonprofit organization focused on positive social, environmental, and economic impact through group travel, is one specific effort helping tour operators plan local, community-centered experiences and stops in their itineraries. The nonprofit’s Meaningful Map of North America serves as a resource for tour operators to identify local businesses, nonprofits, and social enterprises across the United States.

Operators can leverage the Meaningful Map to build custom itineraries encompassing more authentic and hands-on cultural experiences. It also helps drive local economies by encouraging purchases of products and services from eco-conscious, sustainable, and local businesses. NTA, USTOA, and many others in the industry also believe that incorporating more purpose-driven experiences in itineraries creates a competitive advantage by providing not only a unique experience but also a more positive one for travelers and local communities alike.

“Awareness is the first step in building a more authentic travel experience,” Prather says. “It requires working directly with destinations and DMOs—telling them exactly what you’re looking for and discovering those authentic experiences from the experts who know their destination best.”

Article by Erica Zazo

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The American Bus Association is the only industry organization that connects motorcoach and tour operators with destinations and attractions that cater to the group travel market and the product & service suppliers who can maximize their offerings to customers. Join ABA and connect to “The Right People with the Right Ideas at the Right Time.”

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You recognize the value of being an ABA member, but how can you make the most of your investment? One of the best ways to maximize your ABA membership is to connect your responsibilities, goals and challenges to your overall membership experience. Maximize Your Membership! 

Joining the American Bus Association means connecting to “The Right People. The Right Ideas. The Right Time.” 

The American Bus Association serves a thriving industry that provides nearly 600 million passenger trips annually on charters, tours, scheduled service, and shuttles. Membership in ABA includes motorcoach operators, tour operators, tourism-related organizations, and products and service suppliers.

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Oregon Tour and Travel Alliance (OTTA) is an independent non-profit membership organization that works in partnership with Travel Oregon to increase packaged travel to Oregon. 

OTTA is a professional association made up of companies from across the state including: lodging properties, attractions, restaurants, transportation companies, tour operators, receptive operators, destination marketing organizations and more. Many are members of the National Tour Association, the American Bus Association, the Student Youth Travel Association and other professional industry associations.

OTTA partners work together to ensure its members are highly visible at annual conventions, marketplaces and other trade shows. Collectively we participate in sponsorships, special events and networking opportunities to increase awareness of unique experiences offered by our members. In addition, we ensure that Oregon is top of mind among tour operators (even those who do not attend conventions or marketplaces) through direct mail and special promotions that take place year round.

From humble beginnings as the Group Tour and Travel Task Force in the early 90’s, OTTA has evolved into the professional, effective and fun organization it is today.

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Join today to become an NTA member and receive all of our wonderful benefits, which includes eligibility for Travel Exchange registration.

Member Benefits

NTA members join to demonstrate their commitment to the profession, further their education, and collaborate and partner with the best the travel industry has to offer. If you are buying from or selling to any segment of the North American travel market — inbound, outbound or within the continent — then you belong at NTA. NTA delivers access to an array of resources to keep you in the know. Travel trends, research, new market and product development options are at your fingertips. Check out 11 ways to maximize your membership all year long.

NTA Is About People

NTA members are travel professionals just like you, and our events open up a world of opportunity for personal development and business growth. We specialize in sharing ideas, opening new markets and developing new relationships for our members - with each other and with customers. Because travel is about people too.

Travel Exchange

The industry’s premier business appointment show. It’s where you’ll meet to create itineraries, form partnerships, find solutions and learn about the latest trends.

NTA’s annual buyer retreat is about working together to sharpen your skills. Attendees talk shop with other tour pros, and connect with each other.

Global Access

NTA members are based in all 50 states, each of the 13 Canadian provinces and territories, and more than 40 countries worldwide. NTA is the leading global association for packaged travel. We connect tourism professionals working the North American market — inbound, outbound and within the continent.

Diverse Business

NTA has members from more than 40 countries, and we are continually expanding our reach through strategic partnerships and new markets. This gives you access to the most authentic travel experiences in the industry. NTA’s membership is unparalleled in its opportunities for experiential tour product. Our suppliers include attractions, restaurants, hotels, outfitters, airlines, cruise lines and railroads, while our destination members cover everything from rural communities and bustling cities to states, provinces and countries.

Big Savings

NTA partners with companies that can save you money on business expenses, including shipping, insurance, office supplies and more.

Hot Markets

Are you engaged in a market that’s gaining momentum? While some NTA members package and serve a variety of tour types, others are specialists. For every market, there’s an NTA member available to partner with you.

Faith Travel Association

NTA members have deep and broad access to an exclusive and ever-growing FTA community, plus benefits focused on faith-travel programs and services.

China Inbound Program

By 2019, China is projected to be the third-largest U.S. inbound market with some 4.9 million visitors. And NTA has 200 registered tour operators to serve these travelers.

RETURN ON INVESTMENT

NTA membership helps you save in so many ways. Compare the cost of doing business below.

ADVOCACY AND LOBBYING

A basic monitoring contract with an independent lobbyist starts at $20,000 per year. For NTA members, access to our government relations team is included in annual membership dues.

A company listing on an online partnering site could cost $400 or more. Your organization’s listing on NTA’s online business community? FREE for members.

PROSPECT LIST

Purchasing a prospect list can cost around $950. Or, you could join NTA and use the online member search to download lists of member organizations for FREE!

The benefits of being many are many

There’s even more to membership. No matter where you go in this business, our insight travels with you.

Conduct business 24/7 through NTA Online downloadable member databases, news and benefit details. A healthy profile is your key to success in the association.

Member Search

Our in-depth search function helps buyers find the best tour product and tour suppliers and DMOs connect with tour operators and travel planners.

Stay Informed

Members can keep up to date on industry trends with Courier magazine and Tuesday e-newsletter, or find each other using our Member Directory.

Expand travel knowledge through NTA seminars, webinars and our Certified Tour Professional program. Whatever our members need, NTA’s got them covered.

CORPORATE PARTNERS

Business expenses total in the hundreds, even thousands every year. NTA membership gives you the power of group purchasing that could pay for your membership and more!

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Want to reach hundreds of travel businesses and thousands of travel professionals all around the globe? In the travel world, no ad works better than an NTA ad.

I can help! Todd Probus [email protected] +1.859.264.6578

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• What NTA does is provide the right buyers. They provide the right people who make decisions. This is what makes this organization one I can’t afford to take off my list. John Stachnik CTP, Mayflower Tours, NTA member since 1979
• I came to NTA to build a business, and that’s exactly what it did for us, as sales came in. For me, it’s the only outlet for new ideas. Matthew Squire, Select Travel Service (UK), NTA member since 2002
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NTA’s six member categories help you connect with the right partners. Whether you specialize in creating tours and FIT travel, selling operator product, putting heads in beds, offering receptive services, providing business solutions or promoting what makes your destination unique, NTA helps you seal the deal.

General Tour Info

Bilbrey tours, inc..

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Optional Travel Protection Insurance is available for purchase through TripAssure. Travel Protection Insurance

(For detailed instructions for purchasing Travel Insurance, click here) TripAssure Customer Service:  833.297.2258

Bilbrey Tours, Inc. has been in business 35 years and is a member of the National Tour Association, Cruise Line International Association, American Bus Association, Abilene Chamber of Commerce and is a Better Business Bureau Accredited Business.

Bilbrey Tours owns luxury motorcoaches with pull-down window shades, video monitors, footrests, cup holders, reclining seats, individual map pockets, large overhead storage, and a restroom facility.

Photographs of travelers may be used in publications, social media, and at travel shows. Anyone declining permissions must notify Bilbrey Tours, Inc. in writing.

Smoking / Liquor

Smoking, e-cigarettes, and alcoholic beverages are not permitted on the motorcoach. Frequent (about every two and a half hours) rest/meal stops afford the opportunities to smoke outside the coach.

Physical Disability

In compliance with the Americans With Disabilities Act, Bilbrey Tours, Inc. will make reasonable efforts to accommodate the special needs of tour participants. It is strongly recommended that persons requiring assistance be accompanied by a companion who is capable of and totally responsible for providing the assistance. Neither Bilbrey Tours, Inc. personnel nor its suppliers may physically lift or assist clients onto transportation vehicles or within hotel rooms. Travelers needing special assistance musty notify Bilbrey Tours, Inc. at the time of booking to determine what assistance may reasonably be made available by Bilbrey Tours, Inc.

Tour Price Includes

Transportation from Abilene (other cities noted), hotel accommodations, hotel baggage handling for one piece of luggage, admissions to included attractions, meals as specified, services of a tour escort and gratuity for driver, unless otherwise noted.

Tour Prices are subject to fuel supplement surcharges by airlines, cruise lines, and other vendors.

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No refund or credit will be given, in whole or in part, for unused air transportation, land transportation, hotel accommodations, or other features you voluntarily do not use.

Single / Triple Accommodations

Please understand that a “single” reservation means single accommodations at the hotels, and does not guarantee a double seat on the motorcoach. Be advised that “triple” accommodations at the hotels will be two beds only. It does not cover the cost of a rollaway.

In an effort to be fair to all travelers, Bilbrey Tours, Inc. will use a seat-rotation system. Your tour escort will remind you when to rotate seats. If you anticipate any difficulty with this system, you must contact Bilbrey Tours, Inc. prior to tour.

Changes in Accommodations

If a single room must be assigned because your roommate cancels (even if at the last moment or while on the tour), we must, out of necessity, charge you the supplement or pro rata thereof since the hotels make no allowance. Likewise, if one of the three roommates cancels, resulting in double, rather than triple occupancy, your final billing must be based on double occupancy.

Travel Documents

Your travel documents will be sent approximately two to three weeks prior to departure. Documents include tour itinerary, departure and arrival information, hotel information, clothing suggestions, baggage tags, plus any helpful hints.

Agency Responsibility

Bilbrey Tours, Inc., Abilene, Texas acts solely as your agent arranging for transportation, lodging and sightseeing activities, and will not be liable for any delayed departures or arrivals or for any damages, losses or injuries to person or property. Full payment by the tour member constitutes the tour member’s acceptance of these terms and conditions.

No liability is assumed in connection with any transportation, restaurants or lodging used for the duration of these tours. Although ever effort is made to handle your luggage carefully, we are not responsible for lost, stolen, or damaged articles, including luggage or personal property. We reserve the right to cancel any tour prior to departure, and in such case, our total obligation will be only to refund all payment toward said tour. Bilbrey Tours Inc. will not be liable for matters beyond our control including but not limited to traffic congestion, airline delays, airline cancellations, weather conditions, Government shutdowns or acts of God. Bilbrey Tours, Inc. reserves the right to refuse service to any person.

Refund Policy

For cancellations after the time of booking to date of final payment: Full refund less penalties assessed by airlines, cruise lines and other vendors.

For cancellations from date of final payment to 15 days prior to travel: 50% refund less  penalties assessed by airlines, cruise lines, and other vendors.

For cancellations 14 days to day of travel: No refund

Cancellation Policy

All cancellations must be reported to Bilbrey Tours, Inc. and TripAssure when the problem causing the need to cancel arises.

Travel Protection Insurance

An optional Travel Insurance is available for purchase on overnight tours through TripAssure.

In today’s changing travel environment, it’s important to protect your travel investment so you can relax and enjoy your trip.  Unforeseen events such as flight delays, baggage loss, or even a sudden sickness or injury could impact your travel plans.  For convenience, we offer a TripAssure Insurance protection plan to help protect you and your travel investment against the unexpected.

Bilbrey Tours encourages the purchase of a Travel Protection Plan to help protect your investment, your belongings, and most importantly you! Bilbrey Tours makes the Tour & Cruise Travel Protection Plans easily available. For complete details and to purchase a plan, click the link below.

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IMPORTANT: You must be medically capable of travel on the day you purchase this plan. The reason for cancellation or interruption of your trip must first occur after your effective date of Trip Cancellation benefits.

All claims must be completed by your attending physician. The reason for cancellation or interruption of your trip must be determined by an attending physician validating that you are unable to travel.

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Welcome to NAMO

The National Association of Motorcoach Operators (NAMO) is a group of independently owned transportation providers working together to establish and implement a successful association through networking and collaboration for the purpose of setting standards of superior service throughout the motorcoach industry.

NAMO membership brings you closer to building good business relationships with some of the industry's most experienced motorcoach travel and tourism people.

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Every operator member must sign the NAMO Code of Ethics, which says that NAMO members aspire to the highest professional standards in the industry.

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Members are entitled to two telephone consultations, or one in-person meeting with NAMO's General Council Franklin & Prokopik, on a courtesy basis.

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It is the mission of the National Association of Motorcoach Operators (NAMO) to establish and implement solutions that assist our members in highlighting their companies as minority-owned and operated to the motorcoach industry, their tour & travel partners, and legislators on issues concerning their businesses, and to create successful models that will develop and strengthen its members. Additionally, we seek to set standards of superior service.

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Join us in Oklahoma City, OK February 20-23, 2025, for the BEST in networking, education, and buying. UMA Motorcoach EXPO boasts a show floor filled with products, services, equipment, and vehicles for the private motorcoach industry.

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Welcome to the home of the United Motorcoach Association (UMA). UMA is comprised of professional bus and motorcoach companies and associate members who are the suppliers, manufacturers, and travel partners serving our dynamic industry.

UMA Board Votes to Underscore Integrity as a Core Value

Aug 8, 2022

Alexandria, VA – Aug. 5, 2022 - In its strategic discussions this week about the culture and role of UMA, the Board of Directors kept coming back to the importance of acting with integrity. UMA Members truly value relationships with their fellow operators and...

UMA Board Votes to Formally Add “Inclusion” as a Core Value

Aug 5, 2022

Alexandria, Va. - August 4, 2022 - At its meeting this week, the UMA Board spent a lot of time talking about what our values are as an association.  The Board noted that UMA’s unique culture has a long history of looking out for the underdog, new entrants, small fleet...

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Five Things to Know About the Mizuho Americas Open

Nelly korda working to capture sixth 2024 title at mizuho americas open.

• Mizuho Americas Open
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For the second consecutive week, the LPGA Tour is competing in the Garden State. This week’s stop at Liberty National Golf Club in Jersey City, N.J., for the Mizuho Americas Open is a short, 30-minute drive south of last week’s tournament at Upper Montclair Country Club, which hosted the Cognizant Founders Cup. The trip to Liberty National has players excited as the inaugural edition of the event last year laid the foundation for what is quickly becoming one of the most popular events on the LPGA Tour’s schedule and also one of the most unique. This week, 120 players will compete in the shadows of the Manhattan skyline for a purse of $3 million. Here are the five things you need to know about the second playing of the Mizuho Americas Open.

Rose Zhang Defends

As one streak ends, with Nelly Korda coming up short of a sixth consecutive victory last week, perhaps another could be taking shape. Rose Zhang, the most recent winner on the LPGA Tour at the Cognizant Founders Cup, arrives at Liberty National Golf Club seeking back-to-back victories and a successful title defense at the Mizuho Americas Open. One year ago, Zhang made history with her breakthrough victory by becoming the first player since Beverly Hanson in 1951 to win in her professional debut. A closing round of 74 left Zhang in a playoff with major champion Jennifer Kupcho, who Zhang defeated on the second playoff hole to secure her first LPGA Tour title. With her victory, Zhang earned membership to the LPGA Tour and added four more top-10 finishes in 2023. The 20-year-old, who continues to juggle her studies at Stanford University while also competing on the LPGA Tour, earned her second career win on Sunday by racking up four birdies in her closing five holes to defeat Madelene Sagstrom by two shots.

Rolex Women’s World Golf Rankings No. 1 Nelly Korda headlines the field at the Mizuho Americas Open, where she is making her tournament debut. Following her tie for seventh at the Cognizant Founders Cup, Korda expressed excitement about getting to tee it up at Liberty National Golf Club. She’s joined in the field by Sagstrom, who is coming into the week off back-to-back top 10s on Tour, including that runner-up finish to Zhang at the Cognizant Founders Cup. Gabriela Ruffels, who came third at the Cognizant Founders Cup, will also compete for the first time in the Mizuho Americas Open. Other notables include major champions Lydia Ko, Lexi Thompson, Minjee Lee and the reigning Louise Suggs Rolex Rookie of the Year Haeran Ryu, who finished one stroke outside the playoff at the Mizuho Americas Open last season. Laetitia Beck and Emma Talley are the recipients of two sponsor invitations to compete this week in New Jersey.

Liberty National Golf Club

For the second consecutive season, Liberty National Golf Club is hosting the best in the women’s game for the Mizuho Americas Open. The course has staged multiple PGA Tour events in addition to the 2017 Presidents Cup. Designed by Bob Cupp and Tom Kite, the course is relatively new, opening nearly two decades ago in 2006, but it has quickly earned notoriety for its sweeping views of the Statue of Liberty and the Manhattan skyline. The course will play to a par 72 at just over 6,600 yards, and players will need to contend with nearly 100 bunkers throughout the course in addition to water that comes into play on 12 of the 18 holes. Following last week’s enormous putting surfaces at Upper Montclair Country Club, players will have to make a major adjustment to the greens at Liberty National, which are the second-smallest the Tour has played this season. Accuracy off the tee will be tested as the average landing area in the fairway is just 25 to 30 yards in width.

Unique Format

What makes the Mizuho Americas Open a one-of-a-kind event is its unique format. For the second year, in partnership with the American Junior Golf Association, 24 junior girls between the ages of 12 and 19 will get a chance to compete inside the ropes alongside LPGA stars. While the Tour members will compete in their typical 72-hole stroke play event, the juniors will square off in a 72-hole Stableford competition. In 2023, Yana Wilson won the junior division at the Mizuho Americas Open, with 2022 Augusta National Women’s Amateur champion Anna Davis finishing runner-up.

Hosted by Michelle Wie West

Since retiring from professional golf in 2023, Michelle Wie West has continued to be a fixture within the game of golf. For the second season, Wie West plays the role of tournament host at the Mizuho Americas Open, where she’s focused on creating an elite experience for her fellow pros, while also inspiring the next generation of women golfers through the event’s partnership with the AJGA. Wie West’s last event on the LPGA Tour was the 2023 U.S. Women’s Open at Pebble Beach Golf Links.

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