Elevating a Scottish Hotel for Golf Tourism Success

Highland Escape

Client Profile

A boutique country hotel in the Scottish Highlands, located 60–90 minutes from the nearest major golf hub. The property offers 13 luxury rooms, a small spa, and panoramic Highland views. While it has a loyal domestic customer base, it struggles to attract international golfers due to its distance from famous courses like St Andrews or Royal Troon.

Challenge

The hotel faces multiple challenges in capturing the high-value golf tourism segment. Its remote location means it cannot rely on the prestige of nearby “bucket list” courses to draw international golfers. Despite being surrounded by scenic landscapes and authentic Highland culture, the hotel lacks visibility among golf tour operators who typically focus on hubs like Fife or Ayrshire. Additionally, its on-site services are not tailored to the unique needs of golf travelers—there is no dedicated concierge for booking tee times, arranging transfers, or curating golf-related experiences. Lastly, the property has yet to take advantage of high-profile events like the 2025 Scottish Open or Scottish Golf Tourism Week to create compelling seasonal packages.

Market Insights

Scotland’s golf tourism industry continues to thrive, generating £317 million annually, with 72% of golf visitors coming from overseas. These travelers, particularly from North America, spend more than 2.5 times the average leisure tourist, often investing USD 5,400 or more per trip. While St Andrews and Troon remain headline attractions, there is increasing demand for “hidden gem” courses that offer authentic Scottish experiences without the tourist crowds. In 2025, the launch of Cabot Highlands’ Old Petty course near Inverness has drawn attention to the northern regions, creating a halo effect for nearby accommodations. Studies also highlight a growing trend for exclusive rural escapes, where golf is paired with luxury, nature, and cultural immersion.

Our Approach

To help the hotel capitalize on these trends, we begin by reframing its positioning. Rather than competing with high-profile hubs, the hotel will be marketed as “Scotland’s Hidden Gem Golf Retreat,” focusing on the authenticity and exclusivity of its Highland setting. We propose curating premium itineraries that feature lesser-known but top-ranked courses such as Nairn, Fortrose & Rosemarkie, and Castle Stuart (Cabot Highlands). These packages will combine golf with immersive Highland experiences, such as private whisky tastings, castle tours, or foraging walks guided by local experts.

We also create distinctive golf experiences that leverage the hotel’s remoteness as a selling point. For example, we propose private helicopter transfers for golfers wanting to play a round at marquee courses like Royal Dornoch or St Andrews during their trip. Additionally, the property can offer exclusive “Golf & Whisky Journeys,” combining a day of golf with personalized distillery visits in Speyside or bespoke whisky bottling sessions. By highlighting scenic rounds on remote courses as an “authentic Scottish challenge,” the hotel becomes an appealing option for golf enthusiasts seeking unique stories rather than crowded fairways.

Building strong partnerships is central to this approach. We recommend showcasing the hotel at Scottish Golf Tourism Week 2025, which attracts over 90 international operators influencing the travel plans of 50,000+ golfers annually. A well-designed B2B media kit—featuring high-resolution photography, compelling golf packages, and detailed commission structures—will be developed to pitch the hotel as the ideal Highland base for tour operators targeting niche luxury markets.

On-site enhancements will further elevate the experience. Introducing a golf concierge service will allow guests to book tee times, arrange caddies, and access nearby “hidden gem” courses with ease. A small indoor golf simulator or putting area will offer entertainment for off-course days. The spa menu can be refreshed with golfer-specific treatments, such as deep tissue recovery massages or whisky-infused hot stone therapies. These changes not only increase guest satisfaction but also create an additional layer of premium value.

Digital and marketing strategies will position the hotel as the go-to destination for golfers seeking a rural retreat. A combination of cinematic video storytelling, influencer partnerships (particularly with golf content creators who specialize in lesser-known courses), and targeted ad campaigns in North America and Europe will amplify visibility. SEO efforts will focus on phrases like “Highlands golf escapes” and “remote Scottish golf and whisky packages.”

Finally, we recommend embedding sustainability into the hotel’s golf tourism offering. As 2025 travelers increasingly value eco-consciousness, initiatives like locally sourced menus, partnerships with Highland rewilding projects, and carbon-offset golf packages will differentiate the hotel’s brand while aligning with broader market trends.

Next Steps

The next steps involve conducting a property and local course audit to identify three to four high-quality “hidden gem” golf experiences to build into packages. We will design three pilot “Golf & Highlands Escape” packages by Q4 2025, aligned with the Scottish Championship and other events. Finally, we will prepare the hotel’s team and marketing materials for presentation at Scottish Golf Tourism Week 2025 to forge direct connections with top operators.