Farm Charm in Practice: Three Examples of How Hotels Interpret the Trend

The previous article we introduced Farm Charm as one of the travel trends highlighted in Expedia Group's Unpack '26. While the concept is rooted in travelers' growing interest in nature, local experiences, and slower-paced stays, its application varies across different hospitality properties.

The following three examples illustrate different approaches to incorporating Farm Charm into the guest experience, highlighting how the concept can be interpreted according to a property's location, setting, and operational focus.

Southall Farm & Inn: Integrating Farming into the Guest Experience

Located in Tennessee, Southall Farm & Inn is built around a working farm that includes orchards, vegetable gardens, greenhouses, and apiaries. Agricultural activities are incorporated into the guest experience through seasonal harvesting, beekeeping demonstrations, garden tours, and farm-to-table dining.

Instead of treating the farm as a separate attraction, agricultural spaces are integrated with dining, outdoor activities, and wellness programs. Produce grown on the property is also used throughout its restaurants, creating a direct connection between cultivation and cuisine.

Conrad Koh Samui: Introducing Agriculture Within a Resort Environment

Conrad Koh Samui has incorporated an on-site farm, known as Project Iris, into its beachfront resort environment. The farm produces vegetables, herbs, and edible flowers that supply the resort's restaurants, while guided visits introduce guests to the cultivation process.

In this example, agricultural elements complement an existing luxury resort offering. The farm supports culinary operations while also providing an additional guest activity centered on food production and local ingredients.

Fowlescombe Farm: Experiences Shaped by the Seasons

At Fowlescombe Farm in England, guest experiences are closely connected to the surrounding landscape and seasonal farming activities. Depending on the time of year, visitors may participate in collecting eggs, harvesting produce, walking the farm, or learning about regenerative farming practices.

Seasonality also influences the property's dining experiences, with menus reflecting ingredients produced on the farm. The pace of activities follows the natural rhythm of the landscape rather than a fixed daily schedule.

Different Approaches, Shared Characteristics

Although these three properties differ in location and positioning, several common characteristics can be observed.

First, agricultural spaces extend beyond food production to be part of the guest experience. Gardens, orchards, and farms function as places for exploration, learning, and participation.

Second, locally grown ingredients are incorporated into dining, creating a visible connection between the landscape and the culinary offering.

Third, the surrounding natural environment plays an active role in shaping the stay, whether through seasonal activities, outdoor experiences, or opportunities to engage with local agriculture.

These examples illustrate that Farm Charm can take different forms depending on the property's context. Some hotels integrate farming into the overall resort experience, while others position it as a defining feature of the stay. Together, they provide practical reference points for how the concept can be translated from a travel trend into hospitality operations.