"I'd never done anything close to this before": how farm and estate owners are transforming land into holiday havens

In recent years, the desire to escape the hustle and bustle of city life for a tranquil retreat in the British countryside has blossomed into a thriving industry. Despite occasional speculations about the end of the staycation boom, rural tourism experts affirm that the demand for holidaying in the UK remains as strong as ever.

With the rise of staycations during the pandemic, farms and rural estates across the country have embraced new opportunities for diversification, transforming their landscapes into havens of hospitality. From holiday lets and glamping pods to traditional camping sites, these ventures offer travellers a chance to reconnect with nature and immerse themselves in the charm of rural life.

Jamie Evans Freke, a Partner in Rural Consultancy at Knight Frank, notes that while the staycation boom experienced a minor dip in 2022 after the massive surge following the Covid-19 pandemic, there was a notable rebound in 2023.

“Despite any temporary fluctuations”, Freke says, “we continue to see tremendous potential for rural estates and agricultural businesses to generate valuable diversified income streams through hospitality and tourism offerings. By thoughtfully leveraging their land and existing resources, owners can unlock new sustainable revenue sources beyond traditional agriculture.”

The Hideaway: crafting tranquillity in the North Pennines

Edward Beddows, who opened The Hideaway Shepherd’s Hut in May 2023, credits the advice he received from Knight Frank’s Rural Team as “invaluable” in establishing the business. A novice in this space, he transformed a former cow byre nestled within the North Pennines National Landscape and UNESCO Geopark into a serene retreat for guests seeking respite from the bustle of modern life.

Beddows shares that his long-standing fascination with huts, cabins, and bothies inspired the idea, but crafting this rural sanctuary wasn’t without its challenges. “The original cow byre was in a sad state and not offering anything to the rural economy,” he explains. “We really wanted to give the spot, and the landscape, a new lease of life while maintaining as much of the original features as possible.”

Beddows admits he underestimated how lengthy and strict the planning requirements would be, citing electricity, water and access as the main cost to the project. The accommodation itself was handcrafted locally, allowing him to include bespoke features you won’t find in your typical converted shepherd’s hut. “The main thing we prioritised was ensuring the hut was nice and cosy given how brutal the weather can be up in the hills,” he adds.

With its breathtaking views and deliberate lack of modern distractions, The Hideaway offers guests a genuine countryside experience. “The views are stunning, and you’re a five-minute drive from Alston, the highest market town in England,” Beddows says. “There’s no Wi-Fi or television, which means you can actually switch off, but there is certainly comfort, meaning you’ll be finally getting that hard-earned rest in luxury.”

Fishmore Hill Farm: A Haven of Hospitality in Dorset

Sarah and Neal Clarke’s journey at Fishmore Hill Farm began over two decades ago, driven by a vision to create a thriving rural enterprise. Their multifaceted operation encompasses a working sheep farm, livery stable and a cosy B&B, alongside the recent addition of Middleton Barn, a luxury holiday apartment - all set within 45 acres of scenic beauty in the Dorset countryside.

Reflecting on the evolution of their business, Sarah shares how the farm developed from a small cattle housing enterprise into an equine clinic and now a bustling hub of equestrian activity and hospitality. “We saw loads of opportunities for business development,” she explains, recalling the barn’s transformation into comfortable holiday home. “It has been a very trying year for rentals but we are working hard to keep it busy,” she adds.

In addition to their accommodation offering, Sarah and Neal run around 75 commercial breeding ewes and a small catering business based on their home-produced lamb. Their daughter Hannah oversees the equestrian side of the business with her fiancée Charlie, producing young point to point horses. The pair are preparing to tie the knot on the farm, and they have ambitious plans to launch a wedding venue on the site, adding another dimension to Fishmore Hill Farm's offerings.

Throughout the business's evolution, the couple has been supported by Lizzie Feakes from Knight Frank’s Rural Consultancy team, who recently arranged a corporate team building weekend at Fishmore Hill.

“I have known Lizzie for a very long time,” Sarah explains, “even when she was studying at university, I would ask for her opinion on either structural or aesthetic problems. She has seen the transformation of the farm and the work that has gone into it to make the most of its diversification possibilities, and we are hoping for more input since she joined Knight Frank.”

While Sarah acknowledges their ongoing efforts to ensure the success of Fishmore Hill Farm, their perseverance has yielded fruitful results. Middleton Barn stands as a testament to their dedication, providing guests with an enchanting retreat in one of the UK’s most picturesque settings.