Different Forms of Farm Tourist Accommodation
Farm accommodation in all its forms is a way to diversify agricultural activity, in order to ensure an income independent of market prices (but not of the weather). There are now many variations, depending on the type of accommodation, the type of clientele, additional services, etc…
Before starting, it is important to clearly understand what the economic reality of the operation will be, as well as how much time it will take, so that it does not become a burden weighing on the farm's life and financial health.
An opportunity? When the farm is suitable…
In some cases, the farm itself may present a hosting opportunity:
- Presence of an existing uninhabited building
- Places on the farm with real landscape potential (lake, edge of forest, view, etc.)
- Proximity to an activity center (Puy du Fou, Parc Astérix, etc.) or a large urban area (less than 2 hours drive from Lyon or Paris)
The organization of the farm is also a factor to consider. The time needed to manage the accommodation activity can be taken on by the spouse in the context of a change of activity, for example. However, it will be seen that this part should not be underestimated.
And when the farm is not suitable
Some agricultural activities are more suited to farm accommodation than others.
It is important to consider the various nuisances of the farm (noise from machinery or animals, odors, but also dust from harvests, etc.). The tourist season (May to October) often coincides with the agricultural season, and farm activity may be incompatible with a hosting activity.
Three constraints can block the project:
- Urban planning refusal (the project is not approved by the municipality, need for connection or infrastructure not allowed by zoning) (see regulations and urban planning)
- Operational incompatibility (hosting and cleaning take too much time at the wrong time of year) (see the article on operational constraints)
- Lack of contribution, investments too high compared to expected profitability (see Profitability)
What tourists are looking for
There are several origins of tourists:
| Client origin | Market share | Average spend | Average length of stay | Constraints |
|---|---|---|---|---|
| French | 75% (strongly increasing since COVID) | €21 to €35 / per stay / person | 2 to 4 days | Less than 3 hours drive, small attentions |
| Foreign (Northern Europe in particular) | 25% | €45 / per stay / person | 7 days | Ability to speak English
Decoration and cleanliness |
The price per person can vary greatly depending on the quality of the offer/services.
The length of stay strongly impacts operational constraints. The longer the stay, the less frequent cleaning is needed. From the project framing stage, it is important to clearly understand the type of clientele targeted - in order to tailor the type of investment, positioning, marketing, etc.
Clientele can also be categorized by type:
| Client type | Characteristic | Average length of stay |
|---|---|---|
| Couple | Very mobile, few constraints, will consume little on site. Seeking an experience. | Short |
| Family with 2 children | Mobility and expectations vary greatly. Largest market but constrained in availability. | Medium |
| Large family (3 or more children) | Looking for suitable accommodation (enough beds), often budget constrained. Will seek family activities. | Long |
| Group (family gathering, friends or professionals) | Looking for places with many beds and on-site facilities (games, billiards, sports, foosball, pool, meeting rooms, party rooms, large tables, semi-professional kitchen). Will consume a lot on site. Will prioritize comfort and practicality over novelty. | Medium |
The main types of accommodation
The main farm accommodations are:
- Gîtes and bed and breakfasts
- So-called “unusual” accommodations
- Campsites
Campsites and unusual accommodations fall into the same broad category but do not have the same positioning (see below) and differ in the expected level of isolation.
Unusual accommodations, which could also be called sustainable or natural (because they are easily dismantled, have a low environmental footprint, and correspond to a desire for reconnection with nature for clients of this type of accommodation), come in many variations:
The originality of the accommodation is not the main factor of occupancy rate (see profitability), and it is often the coherence of the offer that makes the success (originality, scenography, isolation, level of equipment and services, etc.).
Positioning and level of equipment / service
Tourist accommodation is a competitive market - supply and demand are finely organized by various booking platforms (Airbnb, Abritel, Booking, etc.), and to have a good occupancy rate the positioning (i.e. the price per night and associated offer) must be well calibrated.
The price per night (per person) will depend on the rarity of the offer in the territory, the attractiveness of the territory (supply, demand), for a given positioning.
This positioning will depend on the level of equipment, comfort, additional services and of course the setting.
Equipment
These are all the “optional” elements found in the accommodation. In a competitive market, some equipment becomes strong expectations, and not having them can greatly harm the attractiveness of the accommodation (pool in the South, wifi, etc.).
Level of comfort
The level of comfort strongly influences the positioning of the accommodation, but also the necessary investment. In gîtes, this will concern bathrooms, kitchen, presence or absence of heating, air conditioning, etc.
In unusual accommodations, it is not always possible to have toilets or showers (caravans) and it will be necessary to either provide common areas or better individual dry toilets/showers (to be provided in addition to the accommodation itself). Water supply, electricity and phytopurification (septic tank) will always be the farmer's responsibility. There are now “high-end” dry toilet solutions (ecodomeo.com for example), or possibilities to connect the lodging to a water tank.
Many unusual lodgings or campsites that cannot be heated, depending on the region, can only be open during certain seasons (see profitability).
Additional services
Additional services are very important for profitability but also for the attractiveness of the offer (while having an obvious impact on the associated time).
In many cases, it is difficult to find dining options nearby, and providing a catering solution (table d’hôte, meal trays, etc.) is critical. Be careful not to underestimate this point, as while it is a strong expectation from clients, it is also a way to make significant margins. Plan this activity so that it is profitable.
However, additional services are not limited to catering and can cover many areas, starting with farm discovery, animals, etc.
Setting
The setting is the element that will make the entire appeal of the farm hosting offer. Clients looking for this kind of product have an idea in mind associated with nature, authenticity, etc. It is always possible to improve a landscape setting - for example by removing the old tractor rusting in a corner, or by having a landscaper intervene to prune some trees, etc. Scenography can be worked on with earthworks, but investments can quickly become significant (unless done yourself).
Views of a lake or a perspective are highly valued. Be careful with urban planning issues as bucolic spots are rarely buildable… (see regulations and urban planning).
Our series of guides on tourist accommodation
- Les différentes formes d’hébergement touristique à la ferme
- La rentabilité d'un hébergement touristique à la ferme
- Hébergement à la ferme : la réglementation et l’urbanisme
- Les contraintes opérationnelles et la gestion du temps de l'hébergement à la ferme
- Hébergement à la ferme : les channel managers, les prestataires de service
- Hébergement à la ferme : le marketing, faire connaître son hébergement, le valoriser, le rendre exclusif
- Hébergement à la ferme : Les services associés
- ↑ 1.0 1.1 1.2 Source: Observatory of unusual accommodation supply in France, 2022 - https://hotes-insolites.com/produit/etude-de-loffre/
