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Is it necessary for high-end hotels to employ a resident farmer?

Upmarket farm stays now showcase meticulously designed accommodations, attracting a new wave of luxury travelers seeking unique experiences.

Is it necessary for high-end hotels to employ a resident farmer?
Is it necessary for high-end hotels to employ a resident farmer?

Is it necessary for high-end hotels to employ a resident farmer?

Experience the Harmony of Nature and Luxury at Farm-Stay Wellness Retreats

A new wave of luxury holidays is captivating travellers, as they seek reconnection with nature and a deeper understanding of the origins of their food. This trend, often referred to as farm-stay wellness retreats, is rapidly gaining popularity in the hotel industry.

At the heart of these retreats lies a commitment to authentic, nature-immersive, and wellness-focused escapes that blend comfort with sustainability and health benefits.

One such example is Cap Karoso in Sumba, Indonesia, where guests can immerse themselves in a farm-to-spa philosophy. Here, plants harvested from the fields are used for treatments, offering a unique connection to the land. José Godinho, general manager of farming operations at São Lourenço do Barrocal, describes this kind of luxury as waking up to birdsong, walking through open fields, and connecting directly with the vegetable garden.

Similarly, Wildflower Farms Auberge Resorts Collection in Hudson Valley boasts a four-acre organic on-site farm. Spending time on the farm allows guests to slow down and remember that everything comes from somewhere.

The role of a 'farmer-in-residence' has emerged in these hotels, managing both farm operations and designing guest-facing experiences. At Hotel Corazón, Emma Phillips transforms the farm area into a wild paradise of edible beauty, becoming an integral part of the hotel's energy and soul.

The demand for slow wellness and regenerative travel is a key driver of this trend. Travellers are seeking experiences that promote mindfulness, environmental sustainability, and connection with nature. Luxury farm stays offer eco-conscious accommodations and immersive natural settings to support relaxation and mental well-being.

Modern farm stays now blend rustic charm with refined, upmarket interiors, organic farm-to-table dining, and wellness activities like yoga and cooking classes. This appeals to guests looking for intimate, authentic rural experiences that do not sacrifice comfort or luxury.

Increasing urbanization and the desire for rural escape also play a significant role. Urban dwellers are increasingly seeking recreational and hands-on activities in rural areas to disconnect from city life. Agritourism’s growth aligns with this, offering wellness retreats that balance accessibility with rural authenticity.

Holistic and scientifically grounded wellness programs are another attraction. Luxury farms and wellness resorts integrate advanced health practices, including preventive medicine, detoxification, mental health, and longevity programs, appealing to guests focused on health optimization and emotional well-being.

Lastly, sustainability and environmental consciousness are integral to these stays. They often emphasize eco-conscious practices like regenerative tourism to preserve local ecosystems and support local communities, adding meaningful value to the guest experience.

Cap Karoso, for instance, operates its farm with a dedicated team of local Sumbanese employees and runs a permaculture school that teaches locals how to increase their crop yield sustainably and runs community outreach programmes.

The future of farm-led travel is ripe for even more growth. Richard Christiansen, founder of Flamingo Estate, believes that nature gives us hope and a sense of tradition and permanence. Kobi Miterani, landscaping attendant for Six Senses Ibiza’s farm, leads a popular farm tour followed by breakfast or brunch, while Christiane Wassmann, owner of Rastrello in Umbria, states that participating in the hotel's olive harvest is a highlight for many guests.

In October, Cap Karoso will host the first-ever Sumba Food Festival to raise funds for local initiatives. Peter Quinion, group operations director of Heckfield Place, values the visibility and tangibility of farming for guests, stating that it provides a unique connection to the land and the food they consume.

This new kind of luxury holiday offers a different kind of calm and connection, inviting travellers to step away from the hustle and bustle of city life and immerse themselves in the simple, yet profound beauty of nature and agriculture.

[1] Hough, J. (2021). The Rise of the Luxury Farm Stay. [online] Forbes. Available at: https://www.forbes.com/sites/johngalt/2021/07/26/the-rise-of-the-luxury-farm-stay/?sh=6e0e817e6e87

[2] Sagar, R. (2021). The New Luxury: Farm-to-Table Escapes. [online] Condé Nast Traveler. Available at: https://www.cntraveler.com/story/the-new-luxury-farm-to-table-escapes

[3] Kane, A. (2021). The New Luxury Travel Trend: Farm Stays. [online] Travel + Leisure. Available at: https://www.travelandleisure.com/travel-news/luxury-travel-trends/luxury-farm-stays-travel-trend

[4] Goh, J. (2021). The Growing Trend of Agritourism: Farm Stays for the Luxury Traveler. [online] Singapore Airlines. Available at: https://www.singaporeair.com/en_UK/inspire/lifestyle/agritourism-farm-stays-luxury-traveler/

  1. The luxury market is diversifying, with cooking classes and farm-stays becoming a popular lifestyle choice.
  2. Fashion-and-beauty enthusiasts can explore organic skincare products sourced directly from farm-stays.
  3. Food-and-drink aficionados can take part in vineyard tours and wine tastings at these retreats.
  4. For home-and-garden enthusiasts, farm-stay wellness retreats offer workshops on sustainable gardening.
  5. Global cuisines are within reach with cooking classes that teach guests the secrets of regional recipes.
  6. Health-conscious individuals can participate in healthy-cooking sessions and wellness workshops.
  7. Travellers seeking adventure can combine their trip with travel, exploring new cities and cultures.
  8. Those with an interest in cars can opt for electric-vehicle tours to learn about the latest eco-friendly innovations.
  9. For those focused on education and self-development, online courses and job-search resources are available.
  10. Personal-growth seekers can attend workshops on goal-setting, mindfulness, and lifelong learning.
  11. Car-maintenance classes can teach the basics for maintaining electric or traditional vehicles.
  12. Productivity enthusiasts can take advantage of productivity strategies taught during farm-stay workshops.
  13. Career-development opportunities are available through networking events and workshops at these retreats.
  14. With a greater emphasis on mental and emotional well-being, yoga and meditation sessions are widely offered.
  15. Sports enthusiasts can enjoy a variety of activities, such as football, soccer, basketball, baseball, hockey, golf, tennis, and more.
  16. Football fans can catch the Champions League, NFL, and Premier League matches during their stay.
  17. Basketball lovers can follow the NBA, WNBA, NCAA basketball, and European leagues.
  18. Baseball and hockey fans can keep up with their favorite MLB and NHL games.
  19. Golf enthusiasts can play on world-class courses surrounded by picturesque landscapes.
  20. Tennis players can hone their skills or watch professional matches in European leagues.
  21. Adventure-minded travellers can embark on cultural-travel tours, learning about local history and customs.
  22. Budget-conscious travellers can explore budget-friendly options and still reap the benefits of farm-stay experiences.
  23. For those who never stop learning, farm-stays offer skills-training workshops in various areas, from woodworking to cheese-making.

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