Scottish Golf Industry Shifts Focus from Tee Times to Premium Experiences

The golf industry in Scotland is undergoing significant changes as businesses adapt to evolving consumer expectations. Demand for golf remains strong, but traditional models are evolving to package, deliver, and monetize the game.

In St Andrews, a partnership between the Links Trust and American Express aims to create a new route to market for one of golf's most sought-after experiences. Eligible cardholders can enter dedicated draws for the opportunity to buy golf packages.

The agreement does not add additional tee times on the Old Course but seeks to extract greater value from existing visitor capacity while exposing the Home of Golf to affluent international customers. The partnership will boost sponsorship income for the trust, addressing a problem faced by many clubs: growing revenues when the core product is sold out.

Craigtoun Golf Course is another example of adapting to changing needs. Local demand has surpassed expectations, particularly among Links Ticket holders and existing members. The course is being used to create additional capacity within the St Andrews network.