The Farmers Mart Apr-May 2019 - Issue 62 | Page 10

10 FARM NEWS
APR/MAY 2019 • farmers-mart.co.uk
DIVERSIFY WITH A CAMPING SITE
In recent months the news has been full of uncertainty for farmers, especially sheep farmers, there could be severely
tough times ahead for the industry. Coming at the end of the lambing season, this is not the news many want to hear
but there could be light at the end of the tunnel for those prepared to diversify into offering accommodation.
WHILE the thought of stepping
into unknown territory may scare
most farmers, it could be the key
to staying afloat and indeed pros-
pering in 2019 and beyond.
The earning potential can be
huge, especially for those pre-
pared to invest a little more. Add
to that the fact that the stayca-
tion market is booming this year
it would be foolhardy not to con-
sider the options. Pitchup.com’s
own web statistics are showing
a 31% year on year increase in
bookings to farm sites within the
UK. In real terms, this means
that the average UK farm site is
receiving 166 bookings per year,
totaling to an average revenue
of £10,540. Perhaps now is the
time to get a share of that for
yourself.
At Pitchup.com, we already have
361 UK farm sites on our books,
offering every level of outdoor
accommodation from basic pitches
for tents and tourers, through to lux-
ury glamping sites. For new newbie
site owner, we’d recommend
starting small. For example, farmers
not planning to rent their land for
camping for more than 28 days can
generally do so without the need
for permits or licenses. This handy
loophole in the system allows an
easy opportunity for anyone with
the land to ‘dip their toe’ into the
world of campsite ownership to see
if it’s for them before committing to
a more formal business.
Of course, for the bigger income
shares the more nights you can
offer and the better the standard
of facilities: all go towards creating
a higher income.
To get an idea of what a poten-
tial customer might look for when
booking a camping or glamping
holiday, we’ve looked at our
own bookings across all farm
sites to pick out the most popular
requirements of customers. High
on the wish lists of our customers
looking for farm sites are elec-
tric hook-ups and wifi. Whether
sites only take tents or welcome
caravans and motorhomes too,
electric hook-up becomes more
popular every year, with pitches
offering them growing 20% faster
than non-electric. Even for those
in a tent, many modern gadgets
such as electric tent heaters and
mini fridges require some form of
electricity to work.
For sites which accept caravans
and motorhomes, the hook-up
becomes even more important,
as it’s often needed to pow-
er showers, TVs, cookers and
more.
Installing a decent Wi-Fi system
is also becoming a ‘must’ for
campsites. While some farms
provide coverage in a particular
room, the most popular sites
invest in antennae or cabled
access, bringing the web to cus-
tomers’ pitches without compro-
mising on speed.
As for deciding over whether
you offer pitches for camping or
go the whole hog and build spe-
cial glamping units such as pods,
yurts, bell tents or huts, the de-
cision is a personal choice. That
said, it can come as a surprise
that the UK market is still domi-
nated by traditional camping and
caravanning: there are six times
more searches on Google UK for
“camping” compared to “glamp-
ing” (source: Google Trends).
However, some owners may
wish to offer fixed or glamp-
ing-style accommodation in order
to appeal to those who may not
have previously tried camping, or
who like the idea but don’t have
all the equipment. Our statistics
show that cabins and pods appear
to be the best option, as they are
growing much faster than other
types of glamping such as tipis.
These more solid structures are
less dependent on the weather
and receive many more bookings
on Pitchup: in the past 12 months
cabins have seen a 35% growth in
popularity, with pods up 13%.
Whatever route you decide to
go down, the next most important
element is the facilities. At the
very least all sites really should
offer toilets and hot water shower
facilities. For those prepared to
go the extra mile you could also
add in kitchen areas, launderette
facilities or other extras such as
games rooms, play areas, a small
shop selling basic supplies and
even things like swimming pools
or hot tubs.
When it comes to our guest
reviews, toilets and showers are
the most commented-on facili-
ties. Given that many will book
based on positive reviews, we
recommend that farmers and
landowners spend a little extra
on high-quality, well-maintained
facilities to reap the rewards of a
high review score. Gone are the
days of stone outbuildings with
unreliable showers being accept-
able. Campers are now looking for
heated units with power showers,
clean toilets, hot water in the sinks
and extras such as hairdryers (or
at the very least power points with
mirrors), and a spacious area to
shower and dress without getting
their clothing wet.
Other fast-growing searches
include campfires allowed, dogs
allowed and adults only. Depend-
ing on your farm, offering some
or all these features can drive
bookings.