Edinburgh’s hospitality sector is navigating a complex landscape, where simply offering whisky is no longer enough to attract discerning travellers. While Scotland’s whisky tourism has boomed in recent years, with distilleries welcoming a record 2.7 million visitors in 2024 and generating £84 million in spend, cracks are beginning to show in the model. Diageo, the world’s largest Scotch distiller, recently announced the closure of its visitor centre at the Clynelish distillery near Brora, citing lower-than-expected visitor numbers and staffing challenges. Production has also been halted at its Roseisle maltings and Teaninich distillery due to falling demand for Scotch whisky.
Against this backdrop, hotels in Edinburgh are seeking to differentiate themselves through curated experiences. The Glasshouse, owned by YTL Hotels, is attempting to carve out a niche by focusing on exclusivity and a deeper engagement with whisky culture, rather than simply boasting a large selection of bottles. The hotel’s strategy centres around “The Snug,” a hidden five-star sanctuary within the property.
The shift reflects a broader trend in the travel industry – the “experience economy” – where travellers prioritize meaningful experiences over passive consumption. Investors and guests are increasingly seeking a “sense of place,” and The Glasshouse is attempting to deliver this through its unique setting within an 18th-century former church and its carefully curated whisky offerings.
Ignacio Sans Garcia, General Manager of The Glasshouse, emphasizes the deliberate focus on intimacy and discovery. “The Snug’s location within a former church creates an intentionally intimate and contemplative atmosphere, enhancing the sense of exclusivity and discovery for guests,” he says. This environment, in turn, shapes staff interactions, prioritizing storytelling, expert guidance, and personalized recommendations.
The Snug’s whisky collection exceeds 200 expressions, ranging from well-known distilleries to independent and exclusive bottlings, such as the Dalmore 30 and Bunnahabhain 30. Structured whisky flights, like the “Beginners Tour” and regional Speyside selections, are offered to guide guests through a “sensory journey” without leaving the bar. This contrasts with the industry standard of 50-150 expressions typically found in Edinburgh whisky bars.
Pei-Leeng Yeoh, Marketing Manager for YTL Hotels, views the whisky program as integral to the group’s brand identity, which emphasizes authenticity and a strong sense of place. The hotel has also fostered collaborative relationships with distillers, launching a “Malt of the Month” program in June 2024 to generate awareness of products through immersive activations.
The Glasshouse extends its whisky-focused identity beyond the bar. Limited-edition whiskies, such as a collaboration with the Adelphi Collection to create a bespoke Glenborrodale whisky, are offered. The hotel’s 17 suites, each named after a whisky or region, provide a nightly dram as a nod to their namesake.
The hotel is also responding to evolving demographics within the whisky market. While historically male-dominated, growth is now driven by premiumisation among millennials and Gen Z, who prioritize quality over quantity. To appeal to this demographic, The Glasshouse hosts a variety of events, including Burns Night celebrations with The Dalmore, Scotch and Sketch drawing masterclasses, golf and whisky experiences, showcases for independent bottlers, and whisky quiz nights.
In March, the hotel is planning a “Women in Whisky” event for International Women’s Day, in partnership with a brand and a charity, featuring guest speakers to celebrate diversity and highlight the growing influence of women in the sector. This initiative reflects a broader industry awareness of the need to broaden the appeal of Scotch whisky.
The Glasshouse’s approach represents a shift in strategy for Edinburgh hotels, moving beyond simply offering a wide selection of whiskies to creating a curated and immersive experience. In a competitive market, the hotel is positioning itself not just as a place to stay, but as a destination for whisky enthusiasts and newcomers alike, aiming to foster a deeper connection with Scotland’s national drink.
