A family-run farm near Tenbury Wells, Worcestershire, has undergone a business transformation following an appearance on Channel 5’s The Hotel Inspector.
The episode, which aired in August 2025, featured hotelier and presenter Alex Polizzi visiting “By The Red Phonebox,” a small camping and glamping site run by third-generation farmer Ian and his wife Emma in Knighton-on-Teme.
Polizzi’s visit was part of the show’s mission to help struggling hospitality ventures, with the couple’s diversification efforts described as being “on a knife’s edge.”
Facing serious financial challenges and lacking prior experience in hospitality, the couple had pivoted from traditional farming to launching a back-to-nature campsite. Their offering included off-grid pitches, a shepherd’s hut, and a bell tent.
However, following the post-pandemic holiday boom, their occupancy rate had dropped to 34 percent.
“You just worry what the future will hold, and that’s why we do the camping and glamping, to keep farming,” said Emma during the episode. “Ian would keep farming until the bailiffs come and turfed us out and loaded the animals up.”
With a limited budget of £1,000, Polizzi assisted the couple in revamping their accommodations.
Upgrades included converting a lantern tent into a romantic retreat, furnishing it with reclaimed materials, and creating personalized guest experiences such as a local produce hamper. She also encouraged the couple to enhance their online presence.
The improvements culminated in an open house-style event hosted by Polizzi, attended by local residents and community stakeholders. “The locals responded in their droves,” according to the episode, signaling renewed interest in the site.
Since the filming, Ian and Emma have continued to refine their offerings, according to the Hereford Times. They have installed a stove in the lantern tent and redesigned their website. Within three weeks, they reported their first official booking in the new tent and a successful stay in the shepherd’s hut.
For outdoor hospitality operators, the episode highlights the importance of developing a distinct experience, investing in marketing, and seeking outside expertise when transitioning from agriculture to tourism.
Low-cost improvements, community engagement, and targeting niche markets such as romantic getaways may provide struggling rural operators with sustainable ways to increase occupancy.