Adding guest accommodations to a working agricultural site offers high asset utilization, but the operational realities of running a hospitality business alongside primary land operations frequently block landowners from expanding. While outdoor hospitality demand continues to shift toward experiential and agritourism-focused stays, property owners face high upfront capital requirements for units, infrastructure, and booking technology.
In an interview with Modern Campground following recent leadership changes and brand expansion, FarmCamps operations director Saskia Poulissen outlined how the company’s turnkey partnership model addresses these operational and capital friction points as it prepares for an autumn launch into the UK market.
Over 14 years of operation, FarmCamps has established a network of 24 family-owned farm locations across the Netherlands and Germany. The company’s expansion strategy relies on a clear division of labor: centralizing commercial administrative burdens while providing accommodation inventory directly, allowing landowners to operate small-scale glamping sites without disrupting core agricultural revenue.
Turnkey Partnerships Eliminate Capital and Administrative Barriers
For landowners exploring glamping, centralizing marketing and accommodation management removes the two biggest hurdles: upfront capital and administrative workload.
In traditional glamping setups, operators face high initial outlay for physical inventory, booking engines, and digital marketing programs. The FarmCamps model structures partnership terms so the parent brand owns the structures and manages pre-arrival customer relations, reducing financial risk for the property owner.
“FarmCamps takes care of the full commercial side of the business: sales, marketing, bookings, administration and guest communication before arrival,” Poulissen explained. “Another important part of our model is that the investment required from the farmer is relatively limited. FarmCamps owns and provides the tents, which reduces the financial barrier for farmers who want to diversify but do not want to take on the full investment risk of developing a glamping business from scratch.”
Site Selection Requires Operational Compatibility Over Perfect Infrastructure
While eliminating upfront unit procurement costs lowers entry barriers, long-term site viability depends on land compatibility and logical operational layouts rather than high-cost amenity construction.
Poulissen said outdoor hospitality operators often over-invest in manicured grounds and artificial resort facilities — but market demand in rural stays prioritizes site character and working environments over polished layouts
“A FarmCamps location does not need to be perfect or polished; in fact, the charm often lies in the individuality of each farm,” Poulissen noted. “We look for farms that have a strong family appeal: animals, space to play, a welcoming atmosphere, and a setting where children can experience the countryside in an authentic way.”
Evaluating baseline infrastructure remains critical prior to adding accommodation units to existing acreage. “From a practical perspective, we look at available space, access, utilities, planning possibilities, landscape, layout and whether the farm can accommodate a small-scale glamping site without disrupting the agricultural business,” Poulissen stated.
Operational Boundaries Protect Core Revenue Streams
Unlocking existing site assets provides clear revenue upside, but managing overnight guests requires explicit operational boundaries to prevent labor burnout and protect primary business activities.
Running primary land operations alongside hospitality accommodations introduces competing operational priorities. Guest expectations for service, cleanliness, and communication require dedicated attention, which can erode daily management capacity if standard operating procedures are not established early.
“The biggest challenge is that hospitality is a different business,” Poulissen said. “Guests have expectations around comfort, cleanliness, service, communication and experience.”
To protect existing operations, site hosts should integrate guest activities into existing daily routines rather than creating labor-intensive, dedicated entertainment programs. “The farmer does not have to become an entertainer; the farm itself is the experience,” Poulissen observed. “A successful model has to support the farmer, not overwhelm them.”
Experience Strategy Must Precede Accommodation Capital Outlay
Protecting ongoing operations requires long-term planning during site development, starting with a clear definition of the guest experience before committing capital to hardware.
Poulissen said landowners frequently buy tents before identifying what experience their farm can offer. Effective development starts by evaluating existing land features, farm activities, and surrounding attractions before selecting inventory or committing to a site plan.
“Our advice would be: start with the farm, not with the accommodation,” Poulissen emphasized. “The first question should not be “Which unit should I buy?” but “What kind of experience can my farm offer?””
As FarmCamps prepares for its autumn launch into the UK market, the company is targeting new property partnerships to scale its model internationally. “Our main priority for the coming years is the successful launch of FarmCamps in the UK,” Poulissen said. “At the moment, we are preparing our introduction to the UK market this autumn.”
Landowners and operators interested in exploring partnership details can reach out directly to the team at saskia@farmcamps.com.