Slow Down, Check In, Reconnect: The Rise of Farm Charm

Have you ever wondered what it would be like to wake up to birdsong, collect fresh eggs before breakfast, or pick herbs from a garden that later appear on your dinner plate? As travelers seeking meaningful escapes from fast-paced daily life, the countryside is a way to reconnect with nature, local culture, and a unhurried pace of living.

This growing preference is what Expedia Group's Unpack '26 report calls "Farm Charm", where travelers are looking for immersive experiences that bring them closer to nature and authentic local life. According to the report, 84% of travelers are interested in staying on or near a farm, reflecting the continued rise of the slow travel movement. Among the most appealing farm experiences are hiking (73%), interacting with animals (62%) such as, feeding livestock or collecting fresh eggs, and gardening or harvesting produce (42%). These findings suggest that travelers are placing greater value on hands-on experiences, wellness, and meaningful connections than on traditional sightseeing alone.

For hotels and resorts, Farm Charm also offers an opportunity to rethink the guest experience by bringing elements of rural living into hospitality, whether or not a property is located on a working farm.

One approach is to bring farm experiences directly onto the property. Even limited outdoor space can be transformed into herb gardens, vegetable plots, fruit trees, beehives, or small animal areas where appropriate. Farm-to-table dining is even more meaningful when guests harvest herbs or vegetables that later appear in their meals. These simple interactions foster memorable connections while strengthening the property's identity.

Hotels can embrace the spirit of slow travel by curating unhurried daily itineraries that include morning garden walks, outdoor yoga, leisurely breakfasts featuring local ingredients, nature hikes, afternoon workshops, and evenings around a bonfire under the stars. In this setting, time itself is part of the luxury.

Equally important is designing spaces that feel authentic and sustainable. Properties can attract more attention through natural materials, regional craftsmanship, and connections to the landscape. At the same time, visible sustainability initiatives such as growing produce on-site, sourcing ingredients locally, composting food waste, conserving water, or showcasing seasonal menus are to demonstrate a genuine commitment to responsible hospitality. When guests can see and even participate in these efforts, sustainability is a memorable part of their stay rather than a behind-the-scenes operation.

Ultimately, Farm Charm is about much more than farms. It reflects a broader desire for experiences that feel immersive authentic lifestyle, and more connected to nature. For hotels and resorts, embracing this trend is about designing meaningful moments that help guests slow down, engage with their surroundings, and leave with lasting memories.