In today’s experience-driven economy, access is the ultimate currency. Since 1995, The Experience Golf, powered by Lyvera, has been delivering bespoke golf travel programs for international travelers and corporate clients. “What guests tell us most is about their memories—the quiet early morning walks to the first tee, the shared laughter over dinner, and the moments with colleagues, friends or family,” says Iain Meiklejohn, Head of Operations at The Experience Golf. Formerly known as The Experience St Andrews, the company rebranded in recent years to reflect a broader global focus beyond its St Andrews heritage. Today, The Experience Golf combines access to championship courses with premium hospitality and local experiences, positioning itself as a leading operator in the golf travel market.
Teeing up more
What began as a means of securing access to the Old Course at St Andrews—the oldest golf course in the world and the spiritual home of the game—has grown into a full-service offering that combines championship golf, cultural immersion, high-end hospitality, and end-to-end logistical support for golf experiences across the UK and Ireland, with further international destinations on the horizon.
The rebrand reflects where the business operates today and where it is headed. “The new name signals a broader remit, a more ambitious vision and a commitment to shaping the future of curated golf travel, not just honoring its heritage,” says Richard Payne, Director of Commercial Strategy and Head of Golf at Lyvera, the parent group behind The Experience Golf.
The company’s standing as a long-established operator is further reinforced by its rare distinction as an Authorized Provider of guaranteed Old Course tee times—a credential that brings a level of trust for senior decision-makers when assessing partners for trips of this significance.
The perfect round
The Experience Golf builds its programs around the idea that guests should be entirely present—not managing logistics, not chasing confirmations, simply enjoying the journey. “The feedback we hear most often is that the entire experience feels effortless,” says Meiklejohn. “The warmth of our team, the anticipation of every detail and the sense that the trip somehow exceeds even their highest expectations are themes that appear again and again in the stories they share with us.”
Every detail is handled by a team that remains close throughout, from the first point of contact to the final day on course, covering pre-planned signature tours, tailored cultural and hospitality extensions, and guaranteed access to courses that would otherwise require years of planning and considerable luck to secure.
“For our guests, golf is a powerful blend of heritage, challenge, and connection. Playing courses like the Old Course, Royal County Down, or Royal Portrush isn’t simply about the sport—it’s about stepping into history, testing oneself, and sharing meaningful time with people who matter,” says Payne.
That emotional dimension is a defining part of the offer, with golf experiences creating a connection to tradition, space for conversation, and shared experience that strengthens relationships—a combination which, explains Payne, is why curated golf travel continues to resonate so strongly with senior leaders and high-net-worth travelers.
Experience golf, playing in good company
Executive and institutional clients have become more intentional about how they spend their time. “Senior leaders are prioritizing meaningful, experience driven travel that supports both business and personal goals,” explains Payne.
The Experience Golf’s programming reflects that shift, extending from tours of Open Championship venues to heritage formats like the Father & Son Tournament and executive retreats that pair golf with private dining, distillery visits, and cultural itineraries.
That philosophy is supported by the company’s place within Lyvera, a wider family which gives clients priority access to leisure and hospitality experiences beyond golf. “This level of orchestration, scale and cross-brand access offers something rare in the luxury travel space, and we’re proud to open those doors to multilayered experiences,” says Charlie Buck, CEO of Lyvera.
An itinerary might incorporate a leadership offsite through Lyvera Venue & Diary Management, VIP hospitality at LTA tennis events with Lyvera Premium Experiences, Formula 1 access through Lyvera Tours and Travel, or brand activation and on-the-ground operations for global events such as the Olympic Games via iLUKA Collective—all coordinated alongside golf. The company’s recent appointment as an Official Tour Operator for the 2027 Ryder Cup at Adare Manor further showcases the breadth of premium options under one roof for clients, with official packages combining ticketed access and extended golf itineraries across Ireland.
With the global golf travel market showing no signs of slowing, demand for experiences that combine access with leisure and cultural experiences remains strong.
To learn more about how The Experience Golf is bringing three decades of well-credentialed expertise to help senior leaders plan their golf travel, visit here.
