A farm with a unique rural setting provides you with the opportunity to offer a bed and breakfast service to the public. Travellers and businesspeople want to get away from the bustle of cities and enjoy a tranquil evening (or couple of days) unpolluted by sirens and noisy vehicles. You must, of course, have the time and energy needed to provide the required services without the enterprise having a negative impact on your farm business.
Position is crucial
The key to success is: location, location, location. Generally, B&Bs situated close to metropolitan areas have the most potential because they’re ideal for weekend getaways. A B&B hidden away and isolated are at a slight disadvantage compared with a B&B close to a national route, but a good marketing strategy can negate that.
The Internet has become a powerful tool in this respect, with many people planning their weekend breaks and holidays this way – reading the tempting details, being seduced by beautiful scenery, and comparing the prices and value of various B&Bs and farm stays. A carefully thought-out website can give you the edge you need. In the following issue, we’ll have a closer look at online advice on ways in which you can market yourself.
Use your advantages
In the meantime, consider what unique advantage you can offer visitors. A beautiful view? Something of historical interest? An exceptional dining experience? The chance to experience some aspect of a working farm? A unique natural sighting or experience?
Jan and Riette Griesel from Springfontein in the Free State run a highly successful, award-winning B&B. One of their attractions is a very scarce bird identified a few years ago in the region, the Kimberley pipit. Many people have visited the B&B just to try to catch a glimpse of this bird.This is a good example of how a B&B can become successful by promoting its unique advantages (see www.garingboom.co.za).
In addition, each farming district has its own local history and recreational activities. Mention these in your marketing strategy. Guests are always on the lookout for a B&B that gives them the authentic flavour of the region.
