Marine & Lawn Golf Hotels has secured a landmark partnership with The R&A, becoming the official hotel partner for the 155th Open Championship, which returns to St Andrews in July 2027. The deal also introduces The Open Grand Tour, a curated golf travel experience designed for enthusiasts seeking access to the championship's most storied venues.
Marine & Lawn Rusacks, perched beside the 18th fairway of the Old Course, will serve as the hospitality epicentre during the championship. Guests will enjoy panoramic views from the '18' rooftop bar and dine at The Bridge, the hotel's Mediterranean restaurant, while the property hosts exclusive events for attendees. The partnership underscores the growing trend of luxury hotels aligning with major sporting events to drive premium travel demand.
Ben Weprin, CEO of AJ Capital Partners, the parent company of Marine & Lawn, expressed enthusiasm about the collaboration. "St Andrews is where Marine & Lawn began, and in many ways, it's where we learnt what a great golf hotel should be," he said. "This partnership is a dream come true for our brand, and we look forward to connecting generations through the game of golf."
The Open Grand Tour: a new golf travel product
The Open Grand Tour will offer up to four departures between May 2027 and June 2028, each limited to 16 guests. The itinerary includes rounds at multiple Open venues, paired with exclusive Clubhouse experiences that provide rare behind-the-scenes access. Henry Keeling, Director of Partnerships at The R&A, highlighted the tour's significance: "This gives golfers a deeper insight into The Open's heritage and the courses that have shaped its history."
The launch of The Open Grand Tour reflects a broader shift in luxury travel, where bespoke, access-driven experiences are increasingly sought after. For travel agents and tour operators, this presents a new opportunity to package high-end golf travel with guaranteed access to championship venues, a segment that has traditionally been difficult to secure.
The partnership also marks a rebranding of Marine & Lawn Hotels & Resorts to Marine & Lawn Golf Hotels, signalling a sharper focus on golf-centric hospitality. New properties are slated to open in Scotland and the United States in 2027, expanding the brand's footprint in key golf markets. This strategic move aligns with the broader growth of golf tourism, which has seen increased demand from both leisure and corporate travellers.
The 155th Open is scheduled for 11–18 July 2027, and St Andrews is expected to draw significant global attention. For hoteliers and destination marketers, the event represents a major opportunity to showcase the region's hospitality offerings. Similar partnerships, such as Castille Paris's official hotel role for Art Basel 2026, highlight how hotels leverage major events to elevate their brand profiles.
For travel professionals, the Marine & Lawn–R&A deal underscores the value of aligning with prestigious sporting events to drive bookings and enhance guest experiences. As the golf travel segment continues to expand, expect more hotel groups to pursue similar official partnerships, following the lead of HBX Group and Virtuoso's global luxury travel collaboration.
The Open Grand Tour, with its limited capacity and exclusive access, is positioned as a premium product for discerning travellers. Agents should note the potential for high-margin packages, particularly for clients who value heritage and exclusivity. The tour's structure, with multiple departures over a 13-month window, offers flexibility for planning and marketing.
As the 2027 championship approaches, expect further announcements from Marine & Lawn Golf Hotels regarding its new properties and expanded offerings. The brand's commitment to golf hospitality is clear, and this partnership with The R&A is a significant milestone in its growth strategy.
