Turnberry Turns a New Leaf

By Jim Stewart

I’ve probably arrived at the front gates of Turnberry somewhere in the region of a hundred times over the past twenty-five years. But this time felt different.

It began with a phone call I received earlier in the year from then Director of Sales, Nic Oldham. It was a short, matter-of-fact conversation, letting me know he had been appointed General Manager. It wasn’t a request for congratulation, but simply to inform me that Turnberry was about to be run differently, he would be working closer with key industry partners and that Connoisseur Golf was part of those plans. I’ve long admired the way Nic goes about his business, so it was a very pleasing call to take.

Nic is a numbers man. His brain forecasts and computes hotel KPI’s as accurately as any revenue software, but that doesn’t make him special. What does, however, is the rapport and trust he has built up with dozens of operators and suppliers over the course of his career. The enthusiasm for this new challenge was palpable. I was left feeling excited for the future of Turnberry – a sleeping giant of a hotel. For too long, it has flattered to deceive. Not one guest would deny it’s inherent romanticism. Nor would anyone doubt the obvious capital investment. After purchasing the hotel for $60M in 2014 from Leisurecorp, the Trump Organization spent another $150M renovating the century-old building and enhancing its golf courses. But hotels need more than money, they need leaders that are completely immersed in the success of the business, building, brand, personnel and most importantly - the guest experience. 

Driving up to the hotel, the grounds looked immaculate. The beautiful grass lawns were striped liked Centre Court at Wimbledon. The corner edging was being meticulously cut by hand shears, and the result was a sight to behold. Not quite ‘Augusta’, but perhaps as close as the West of Scotland climate might allow. The flower beds were radiating with colour, and the estate staff all seemed to be enjoying their work. You could almost feel the pride with which they were going about their business. The smiles were real, and it was an uplifting experience to arrive at a venue that was being manicured to such an extreme level. I got a very real sense of ‘The Open Championship is nearby, the eyes of the world are on us, and we’re going to make every guest feel like they’re staying at one of the best hotels in the world’.

Those staying at Turnberry during the middle weekend of February 2022 may not have felt the same. The Donald J Trump Ballroom, designed to host six figure weddings and international conferences had been transformed into a boxing ring. Hundreds of Scottish fans made their way down from Glasgow and East Kilbride to cheer on their favourite bruisers. A room normally reserved for black tie, ballgowns and diamonds was now a theatre of blood, sweat and saliva. Bollinger had been replaced with Buckfast.

Historically, hotels in Scotland have suffered from a seasonality so severe that some close their doors during the depths of winter. The only hotel to have come even close to maintaining an annual rate is the evergreen Gleneagles. This has been achieved through intelligent marketing, a focus on gastronomy, building a world-class collection of aspirational activities, and celebrating the temperate climate. But perhaps most importantly, protecting the luxurious brand and tradition of the hotel at all costs. I think going forward Turnberry will be a braver custodian of its 118 year legacy – even for the most tempting spike in off-season revenue. I get the distinct impression that such a short-sighted money-grab may not be repeated.

During my visit, it was apparent to me that Turnberry was as good as it’s ever been. It’s an easy comment to make but I’d like to back that up with a few key examples:

• Six months previous we had asked to take over the Lighthouse for a few nights and host 16 golfers for a cocktail reception and BBQ on the terrace. After a short delay, the response was –“Sorry but that’s not possible”. The new 2024 response was an immediate – “Absolutely. What would you like on the menu? Any special drinks? How many staff would you like? We’ll pull out all the stops.”
• During the Troon Open, Turnberry was obviously in great demand being the nearest 5* hotel and home to one of the world’s best golf courses in the Ailsa. Residency was subject to a minimum 5 night stay, but kudos to the revenue managers, they didn’t artificially hike the rate. Instead they focussed on getting the best possible clientele. My biggest takeaway from the week was the ubiquitous General Manager making a point of meeting every single group that had booked in for this 5 night stay. He was in the lobby, in the breakfast room, in the Pro Shop, in the bag store, in the restaurants, in the bar… he was everywhere. Conversations with guests were not manufactured nor artificial, he was genuinely interested in their stay and wanted to let them know how to get the most out of their experience. This 2 or 3 minute effort might not seem like much, but it really does make that person's day. Doing it 100+ times over the course of a week doesn’t require amazing mental stamina, it’s simply the action of someone that truly understands hospitality. *Other hotels take note - this is infinitely more effective than a few chocolate covered strawberries placed in a room along with some rushed handwriting and a forged signature. 

Sports pundits often remark that any team can win on any given day, however, a team capable of producing consistently great performances must be built around a strong spine. Turnberry now have a fully-fledged lineup of ‘Galácticos’ - Nic Oldham (GM), Ricky Hall (Director of Golf), Ryan Murphy (Executive Chef) and Scott Anderson (Hotel Manager). If an MVP award was available during the Open, any of the four would have been a deserving recipient.

I’m not going to claim it’s the best hotel in Scotland, Gleneagles currently has a firm grasp on that accolade. But if I personally had to choose somewhere to relax for a few days and play golf with friends or family, I’d take Turnberry. The Ailsa is such an attraction for me, it's a magnificent golf course. The compelling thing from my perspective is that Turnberry, as a hotel, still has room left in the tank to improve further. When it does (not if), getting a reservation there will be no formality.