US golfers and “coolcations” drive record hotel price hikes in rural Scotland
Hotel rates in Scotland’s countryside jumped 9.2% over the three months to July, spurred by American visitors and domestic “coolcations”.
According to CoStar Group, average daily rates for hotels in rural Scotland climbed 9.2% in the three months ending July, reaching more than £167 per night and making the area the priciest rural spot in the UK. The rise is linked to a wave of American tourists drawn by historic golf links, whisky distilleries and castles, aided by improved airport links, and to UK visitors opting for “coolcations” to escape heatwaves in England.
Kate Nicholls of UK Hospitality highlighted the shift toward cooler coastal and rural locales, while LeBron James recently praised the Highlands as “God’s country” after a golfing visit. Phil Scott of Links House at Royal Dornoch reported the highest occupancy in his seven-year tenure, and Callum McCann of Knockinaam Lodge noted a dramatic turnaround from a difficult 2025. The broader UK hospitality sector benefitted, contributing to stronger economic growth in June.
Why it matters
Rising Scottish hotel prices signal shifting travel patterns that boost the UK tourism economy.
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