9 minute read
10 Years of Wild Serenity: The Welsh Farm
Just west of Carmarthen lies The Welsh Farm, a wildly serene, people-free and dog-friendly glamping experience run by an unusual family who live life to love, give and serve. With their ten-year anniversary, International Glamping Business’ Editor Annie Hilton spoke with Beth Robinson, co-owner, to find out about their origin story and how they’ve garnered bookings months in advance.
Q: Can you give us an overview of your site and what drove you to start the business?
The Welsh Farm Glamping is comprised of three private spots on the Robinson family farm: two traditional yurts and a cabin. We opened our first site in 2012 as post-grad students in our early twenties, and were funded and supported by The Prince’s Trust (later winning the Young Person’s Enterprise Award).
During university, Joe and I were keen hikers and we stumbled across a wagon parked up in an orchard. We booked it, loved it and thought, “We could do this on our farm and make it better,”. I think it was the first time we’d come across the concept of glamping and for the next four(ish) years we spent a lot of time repeating ourselves, “You know glamping – it’s glamorous camping…”
You may not imagine it, but we met quite a bit of confusion. In our business plan, we had a whole section dedicated to explaining glamping as a concept and justifying why we thought people would want to do it – which makes us smile, as now it’s a household term.
Q: Can you introduce us to your team? Is it all family-run or have you hired external help?
We are family-run, with help. The sites are on Row and John’s (Joe’s parents) farm; Row is part of our admin team (along with Joe). John, Joe and his brother Luke look after the site maintenance. Luke also made our shepherd’s hut bathroom at the Hideaway and furniture in the yurts. I manage the marketing of our sites.
When we first started, we did our own laundry and changeovers. Now we use an amazing (family-run) cleaning company and a laundrette who washes and irons far better than we ever could!
Finding a changeover team who love your site as much as you do is key. It’s taken us some time to get to this point, but changeover days are a pleasure. The presentation and detail of care at each site is beautiful – first impressions are a huge priority for us, from squeaky clean fireplaces to beautifully stacked wood and folded blankets. We want guests to walk in and feel wowed, not only by the space, but by the level of care and consideration that has gone into their stay.
We work on the premises; every changeover needs to look like you are the first person to step into that space… ever!
Q: What type of accommodation can guests expect when staying with you? Which company did you use and how did you find the whole process?
We have two traditional yurts and a wooden cabin. Canvas and no cutting edge design! We celebrate nature, space and the experience of getting away from it all.
Joel at Avalon Yurts makes our yurts and we change the canvas every few years, as being on the edge of the forest and exposed to good old Welsh weather, the material degrades. We pre-order them at least a year in advance and he makes them to our specifications.
Needing to renew the canvas and keeping on top of condensation, which can become mould, is our biggest challenge. We have added ceiling ventilation and filters to reduce humidity, which helps greatly.
We have a few ideas for yurt design changes in our next order – so stay tuned!
Q: Who is your typical guest – do you find that targeting a specific niche works in your favour?
Without a doubt, we have a niche. I think if you don’t do your own advertising, it’s harder to know who your typical guest is. When we really looked at our data a couple of years ago, we found that our typical guests from different listing websites varied – some websites booked us older guests, others young professionals and others dog owners.
It was only at the start of 2023, when we got clear on our own advertising, that we really started to define ourselves in the market as the go-to place for romantic couples with dogs, who want a people-free outdoor adventure with a sprinkle of luxury (the wild left in!).
Q: How have you grown your social media following – do you have any advice?
There is so much I could say on social media. First off, I would ask if it is a main part of your marketing strategy. If it is, great, but you’ve got to really go for it. We post between 5 and 6 times a week, plus Instagram stories.
If it isn’t your strategy and you’re happy with the number of bookings you have, be content with a few posts per week to look like an active business. Socials need creativity and consistency – without putting in the work, you can’t expect it to fly for you.
The Welsh Farm’s audience has grown over the past 18 months, because we decided it was going to be our main marketing strategy. I had to learn branding, copywriting and social media marketing. I did the courses, asked the questions and put the work in. Copywriting and branding is now my second business!
Particularly at the start this used to consume endless hours. Now I can get our socials done in 30-45 minutes a day (excluding enquiries/ questions etc.). My advice for success would be: keep going and connect with people.
If you scroll back a year or so on our socials, you’ll see where we started and I hope it will give you the confidence to go for it.
Q: What percentage of your bookings come from social media vs. direct through your website, OTAs, etc.?
Glamping owners who have been open for at least five years will probably relate to this: Pre-Covid we were always fully booked. PostCovid there was “the rush” and, again, we were fully booked.
With a combination of the cost of living crisis and expansive growth in the glamping industry, our bookings fell off a cliff. We had repeat guests and a smattering of new bookings, dropping to around 60-70% occupancy, and as low as 50% some months.
At that point, we doubled down on branding and messaging, recreated our website and focused on social media marketing. Seventy percent of our bookings now come through social media. This year, 10% are repeat bookings and 20% are through OTAs, Google search and word of mouth.
At this moment in time, we are fully booked 4 months in advance.
Q: Have you found offering addons increases your profit or is it just a nice touch for guests?
We use hampers to showcase Welsh products and add to the guest experience. If you have a large glamping site and capacity for a small farm shop or lots of hamper orders, I can see how offering extras would increase profits. Being a small site, using hampers for increased profit is just not part of our business model!
Q: Congratulations on your ten years of business – have you noticed any positive or negative changes to the industry during this time?
I don’t know if I would define the changes we are seeing as negative, just interesting.
I think we’ve proven that there is still a place for canvas in the glamping industry. There is definitely a trend towards cabins and phenomenal, exotic structures with TVs and all the mod cons, but a far cry from where it all started: the leaky tipi in a field with a wood fired hot tub, comfy bed, wood burner and a compost loo.
We’ve decided to put our stake in the ground and say we don’t have WiFi or Netflix, we are ultimately about being fully immersed in nature.
Q: Do you have any memorable or unique guest experiences?
Part of our promise is that we don’t see our guests! Because of that, we get countless emails from people who like to share how they feel safe, at peace and relaxed at our sites with their dogs and families, like nowhere else.
That quiet, understated ability to restore someone’s connection with themselves and each other is humbling. Plus, I love being tagged in social media posts; I get to see a little snap-shot into our guests’ experiences.
Q: What are your plans and goals for the future of The Welsh Farm?
Each year we make improvements and changes to our sites; returning guests always find new details or additions to enjoy. From lighting in trees to new tucked away swings or features on the walk through the woods.
We always work towards being a greener, more environmentally friendly site and make changes that allow us to minimise our impact on the environment.
Q: Finally, if you could give one piece of advice to other glampsite operators, what would it be?
Glamping as a term means so much. There are people who want a bell tent in a field and there are people who want a spa-style hotel – and everything in between! As business owners, it’s our responsibility to identify our niche, then find and serve the people who are looking for it.
