A senior director at one of the nation’s premier luxury destinations estimated that Americans make up more than half of the business at upscale courses and hotels during the crucial summer season, so eliminating the money spent by US tourists would be a “absolute disaster” for the Scottish golf market.
According to Nic Oldham, director of sales and marketing at Trump Turnberry, “they will spend more in the retail shop, they will spend more in the restaurants, and they will spend more in the bar.” “It’s probably at least 25% more, in my opinion.
“We probably wouldn’t be here if it weren’t for the American golfers,” the player admitted.
The yearly economic impact of golf tourism, which includes both golfers and spectators of major events, is projected to be close to £300 million for Scotland. The average daily expenditure for a visitor on a day trip increases to £318.12 for an overnight stay, and to £338.49 for an overseas visitor, according to data commissioned by Visit Scotland.
According to Mr. Oldham, golf accounts for between 40% and 50% of Trump Turnberry’s annual visitor count. However, during the summer, when lodging costs are higher, this number rises noticeably. Hence, although making up around 40% of overnight stays, golfers are responsible for 60% to 70% of earnings.
And Americans lead the pack of foreign golf tourists who spend the most money. Mr. Oldham stated that golf tour operators would have a difficult time operating without them.
“If you take the major boys like Perry Golf, Links Golf, Hidden Links, and St Andrews Golf Experience, they wouldn’t be able to sustain their business model. Really, they wouldn’t,” he remarked.
Regarding domestic golf, the primary providers for UK residents are Golfbreaks and Your Golf Travel. During the winter, they also travel abroad, albeit not as frequently as Americans do to destinations like Spain, Portugal, and Turkey.
Mr. Oldham stated, “The UK could not support the market.” “We would be sad if we lost the American market because of the calibre of the golf courses and the money we invest in the golf courses around Scotland.
“The model would be drastically altered even though it would recover. At Trump Turnberry, the cost for a non-resident golfer is £495 today. We simply do not believe that many individuals in the UK are willing to spend that much money.”
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Since 2022, Schloss Roxburghe, which is close to Kelso, has been a part of the Destination by Hyatt collection. During a major renovation, the old 1500s Sunlaws House was expanded to include a modern wing with dining options, spa services, and guest rooms.
Its championship course, which is open to both hotel guests and club members, will host the Tartan Pro Tour in July. What has become Hyatt’s first “destination location” in Scotland is largely because to its off-the-beaten-path location, which includes golf.
Travellers in general as well as Hyatt members find this to be quite appealing, according to Katie Johnson, vice president of Hyatt’s independent collections and hotels. “We are actually meeting with the development team to talk about how we grow and get more properties, whether new builds or conversions, as having access and a footprint in Scotland is very crucial.”
“There is a lot of interest in golf,” she continued, pointing out that there was a global upsurge in interest in the game following the pandemic. Scotland is obviously well-known for its golf, and at Hyatt, we place a strong emphasis on learning and listening, particularly when it comes to the upscale aspects of our guest experience.
Another major selling point for the new owners of Mar Hall is golf. After being taken out of administration in December by Dubai-based Dutco Group, with assistance from investment management guru Align Partners, the resort’s 18-hole championship course is now receiving a multi-million dollar investment.
The objective, according to Align’s operations director David Webster, is to rank it among the top hotel golf courses accessible to local members, visitors, get-togethers, and international players.
According to Mr. Webster, “They [foreign golf tourists] will want to come here and play the courses that Scotland is famous for.”
“We would like to invite you to stay with us and play us once while you are visiting some of Scotland’s most prestigious golf courses. Although we won’t be a well-known golf course, we will nonetheless provide great golfing and equally great service.
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With roughly 350 individual club members and 50 corporate members, according to Mr. Oldham, Trump Turnberry generates 15% of golf revenue overall, “so you can see how important that green fee from the American golfer is.” When asked how golf would be at the resort without the influx of US visitors, he replied that they would need to “re-invent ourselves and what we do”.
“There will always be people who want to play the Ailsa course because it is a highly regarded course that ranks third in the UK and Ireland behind County Down and the Old Course at St Andrews. It is also internationally recognised and has hosted one of the greatest Open Championships ever,” the man pondered.
