About 75% of revenue generated by St Andrews Executive Travel is though the golf tourism industry, but 20 of its 65 drivers work year-round offering traditional coach services. Ms Fulton says all the company’s drivers are increasingly heading out to the Scottish islands during the peak tourist season.
What’s your fleet like?
We own a variety of sizes including our SM VIP, which is perfect for four golfers, the VIP Vega for six to eight golfers, the VIP Classic for up to 10 people, and our VIP Touring suitable for 12 to 20 golfers. All come with reclining leather seats, fridges, separate luggage compartment, tables, charging points and Wi-Fi. Keeping passengers comfortable is our top priority.
What led you into this line of business?
I was lucky enough to see it grow by watching my dad’s drive and ambition for the company throughout my life, so I took the opportunity to follow in his footsteps.
I am very proud to continue growing a company my dad started from scratch, helping to showcase the fantastic locations Scotland has to offer the travelling golfer. It really makes you appreciate how many people travel from all over the world to see your home country and its wonderful courses, hotels, restaurants and experiences on offer.
What other services do you offer?
We operate as a more traditional coach company between the months of November and March, working with local schools, football supporters’ clubs, businesses, sightseeing trips, hotels, weddings and corporate events. We also work with St Leonards School, The University of St Andrews and St Andrews Links Trust providing shuttle services, day trips, airport transfers and more.
What changes are you seeing in Scotland’s golf tourism industry at the moment?
We have seen an increase in trips heading to the islands and Campbeltown. More operators are sending groups to play courses like The Machrie on Islay, Shiskine on Arran, and the two great courses at Machrihanish.
Many of the groups that travel with our tour operators regularly are ticking off some of the more unique courses. They are heading to places like Brora, Fortrose and Rosemarkie, Fraserburgh, Panmure, and Lundin Links – all fantastic courses. It is great to see them getting appreciated and enjoyed just as much as the classics.
What do you find most interesting about the work that you do?
Each year we safely transport about 30,000 people. The best part of our work is the different people that we transport, whether its different cultures and backgrounds or the reasons they choose to travel with us. Every day is different.
How is the current year shaping up both for St Andrews Executive Travel and the wider industry?
In 2019 we did 450 golf tours and in 2024 we did a whopping 617 golf tours! This year we are a little down on our 2024 figures which is relatively normal when the Open Championship is based outside of Scotland. We still operate golf tours in England, Wales and Northern Ireland so we are still kept busy, but definitely not as busy as when the open is in Scotland like last year at Royal Troon.
What’s the buzz in the industry right now?
The golf scene in Scotland is absolutely booming – there is always something exciting in the works from new golf courses and hotels to clothing and equipment providers. Separately, the coach industry is consistently evolving with innovative ideas, technology and vehicles which helps us provide a better service to our passengers and will continue to benefit our business and the golf industry.
What do you love most about the game?
I played golf as a child but I have caught the bug again in the last two years.
My favourite thing is the stress release and the peace and tranquillity of being on the course, and being away from a screen. I spend most of my days at work in St Andrews on a computer or on the phone so I find golf the perfect escape from a busy day. I am very lucky to be surrounded by so many fantastic courses.
