Private estates of luxury hotels considering the hiring of a Farmer-in-Residence to oversee agricultural efforts and promote sustainable practices.
Luxury Farm Stays: A New Kind of Holiday Experience
Luxury farm stays have emerged as a popular trend in modern hospitality, offering travellers an immersive, sustainable, and wellness-centered experience that combines comfort with a deep connection to nature and local heritage.
At Cap Karoso, a farm in Sumba, Indonesia, the dedicated team of local Sumbanese employees work tirelessly to ensure the farm plays a critical role across many functions at the hotel, including the kitchen. According to Teguh Wahyu Pramana, Cap Karoso's head of agricultural operations, the farm's produce is integral to the hotel's operations, providing fresh, locally-sourced ingredients for the guests' dining experience.
Cap Karoso has also moved to a farm-to-spa philosophy, allowing guests to experience harvested plants in their treatments. This approach is not unique, as luxury hotels worldwide are offering immersive farm stays that nourish both body and mind.
José Godinho, general manager of farming operations at São Lourenço do Barrocal, describes this new kind of luxury as waking up to birdsong, walking through open fields, and connecting directly with the vegetable garden. The role of 'farmer-in-residence' has emerged, managing both farm operations and guest-facing experiences.
For instance, Emma Phillips, farmer-in-residence at Hotel Corazón, transforms the farm area into a wild paradise of edible beauty and is an integral part of the hotel's energy. Her dedication to sustainable practices and regenerative farming contributes significantly to the hotel's holistic well-being offerings.
Moreover, luxury farm stays offer educational experiences that guests often rave about after visiting the properties. Kristin Soong Rapoport, co-managing partner of Wildflower Farms, Auberge Resorts Collection in Hudson Valley, emphasizes the importance of learning about regenerative farming, animal welfare, and sustainability during their stay.
Richard Christiansen, founder of Flamingo Estate, believes that nature gives hope and a sense of tradition and permanence in uncertain times. Flamingo Estate, though not a hotel, collaborates with JW Marriott properties to offer guests a taste of the Flamingo Estate universe.
The Industrial Revolution led to the emergence of leisure time as a necessary pause from factory labor. Today, screen-weary professionals seek reconnection with nature, while eco-conscious guests are curious about the origins of their food. This desire for genuine connection in luxury accommodation is well-articulated by Peter Quinion, group operations director of Heckfield Place. He values the visibility and tangibility of farming for guests, providing them with a deeper understanding of the food they consume and the land they inhabit.
In October, Cap Karoso will host the first-ever Sumba Food Festival to raise funds for local initiatives like clean water access and education. Christiane Wassmann, owner of Rastrello in Umbria, states that participating in the hotel's olive harvest in October is a highlight for many guests.
The future of farm-led travel is predicted to have even more growth. People are craving genuine connection in luxury accommodation, according to Peter Quinion. Luxury hotels are redefining rustic luxury with elegance and authenticity, attracting travellers seeking transformative health and emotional well-being experiences beyond mere relaxation.
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- The immersive farm stays at Cap Karoso, Sao Lourencoco do Barrocal, Hotel Corazon, and Flamingo Estate offer a unique lifestyle experience blending comfort with an appreciation for nature, local heritage, and sustainable farming practices, focusing on food-and-drink, home-and-garden, and ultimately, well-being.
- In the world of fashion-and-beauty, some luxury hotels have introduced farm-to-spa philosophies, using locally sourced plants in treatments, and educating guests on regenerative farming and sustainability, creating a holistic travel experience that caters to both body and mind.
