Set against the dramatic coastline of Islay, Another Place, The Machrie has quietly established itself as one of Scotland’s most distinctive golf destinations. Golf General Manager Alan Martin speaks to Golf Business News about links golf, modern hospitality, sustainability and why today’s travelling golfers are looking for far more than just 18 holes.
For those who may not be familiar, can you give us an overview of Another Place, The Machrie and your role within the business?
Alan Martin: The hotel is set on Islay’s Atlantic coast in the Inner Hebrides, surrounded by dunes, sea and wide island skies. Its modern art collection and warm Scottish hospitality create the perfect base for a golf escape alongside one of the world’s great links championship golf courses.
The Machrie is ranked among the Top 100 Golf Courses in the World (as recognised by Golf World’s Top 100 Rankings) and within the top 25 in Scotland. It delivers a pure links experience, with wide, running fairways and a natural, ever-changing landscape.
Islay is also world-famous for its whisky, offering a true Scottish island escape just a short flight from Glasgow.
What was the vision behind repositioning The Machrie into what it is today?
At Another Place, we focus on making amazing places come alive and helping people feel the joy of connecting with the elements. That vision runs through everything we do at The Machrie. We want guests to unwind, relax and disconnect from the pace of everyday life, whether that’s through a round of golf, exploring the island, enjoying fresh local produce, or simply having a dram of whisky. The Machrie offers something for everyone.
How did your own career in golf begin, and what experiences have shaped your approach to the industry?
I turned professional in 2006 and completed my training through the British PGA education programme while working as an assistant at Dunbar Golf Club, which led to a five-year PGA Professional role at the Old Course Hotel & Resort in St Andrews. In 2015 I relocated to South East Asia, where I worked in a variety of coaching and management roles in Kuala Lumpur, Cambodia, Vietnam, and Hong Kong from 2015 to 2024.
My time in Asia was hugely important for my development and shaped my understanding of what a modern golf operation looks like. At the same time, with my Scottish roots, there’s always a place for preserving elements of tradition.
What lessons have you brought into your role at The Machrie?
Never be too quick to judge. Sometimes non-traditional ideas can work and deliver real business value.
How would you define the golfing experience at The Machrie today?
Another Place, The Machrie is home to an iconic Scottish championship links stretching over 7,000 yards from the back tees. Originally designed by Willie Campbell in 1891 and redesigned in 2018 by David J. Russell, the course now meets modern championship standards while remaining true to its links heritage.
It offers a pure test of golf in all conditions. Alongside that, we have The Wee Course, a six-hole par-three layout designed as a fun, accessible space for families, beginners and those developing their short game.
Have you seen a shift in what golfers are looking for from destination venues?
Golf’s physical and mental health benefits are well established, but links destinations are uniquely positioned to lead the wellbeing conversation in a more natural, experience-led way.
At The Machrie, the landscape encourages walking, slower play and time outdoors, embedding wellbeing into the golf experience itself rather than treating it as an add-on. Our events also focus on building community and camaraderie among golfers.
We’re seeing more golfers looking for a slower-paced, more inclusive experience, which is where The Machrie really stands out. We’re also seeing increasing interest from US visitors, which is exciting.
What are the key commercial drivers for the business?
Golf, accommodation, and food and beverage are the core drivers. This is supported by strong local engagement through Islay Golf Club – around 10% of the island’s population are members – alongside corporate business and leisure tourism.
How do you balance offering a premium experience while remaining accessible?
While we’ve made significant progress in recent years, many overseas golfers are still discovering The Machrie. We offer a premium experience, but at a more accessible price point than some of Scotland’s more established destinations, which adds to our appeal.
Seasonality remains a challenge for many golf destinations. How do you approach it?
We close The Machrie for three months over winter. This gives the team well-earned time off after a busy season and allows the course to recover. We’re already seeing the benefits through improved turf health and coverage.
Commercially, we use that time to promote the destination and build relationships through events such as Elevate, the PGA Show and Scottish Golf Tourism Week.
What are some of the biggest challenges currently facing golf operators?
Like most businesses, rising operational costs remain a major challenge. Staffing, machinery, fertilisers and general running costs all continue to increase. That said, we know we have something special here, and it’s about adapting while maintaining standards.
How important is sustainability within the operation?
Sustainability is fundamental to how we operate, particularly given our coastal setting. Parts of the site sit alongside designated Sites of Special Scientific Interest, with strict boundaries in place to protect sensitive areas.
We are working towards GEO (Golf Environment Organisation) Certification, alongside Green Tourism Certification. It’s often more straightforward on links land like ours. We operate a refined but practical agronomy programme, supported by our greenkeeping team, consultants and course architect, to deliver high-quality playing conditions in a natural environment.
Are golfers becoming more aware of sustainability issues?
Yes, and that awareness is only increasing. Many European Tour venues are now GEO-certified, and it’s becoming an expectation rather than a bonus.
How important is innovation within the guest experience?
It’s very important. It helps streamline the guest journey, from booking through to departure, while also improving operational efficiency across departments
What role does storytelling play for a destination like The Machrie?
For a remote destination like ours, storytelling is essential. The journey itself, whether by plane, ferry or road, is part of the experience. Content helps bring that to life, but ultimately, the real impact comes when guests visit and experience it first-hand.
How do you see destination golf evolving over the next few years?
Time is becoming a key consideration. While shorter formats are growing, destination golfers are often happy to take four to five hours and fully enjoy the experience. They’re also looking to spend more time on property, whether that’s enjoying a good meal, having a spa treatment, a whisky experience or additional golf offerings. The fundamentals remain the same – quality courses, strong facilities and good service still matter most.
The Machrie is still at an early stage in its journey. Beyond golf, Islay offers a huge amount with wildlife, watersports, whisky, and outdoor experiences, all of which create opportunities to grow internationally.
What do you find most rewarding about the role?
Speaking to golfers after their round, especially first-time visitors. There’s a real ‘wow’ factor, and we’re fortunate to consistently exceed expectations.
And what’s the biggest challenge personally?
Maintaining high standards in a constantly changing environment. We’re on the west coast of Scotland, with shifting weather and conditions, so delivering consistency takes a huge amount of attention to detail.
What’s next for The Machrie?
There’s a lot to look forward to. This summer we’ll host The Machrie Open, followed by the Machrie Team Championship in October. We’ll continue to build on what we’ve created and refine the experience further.