Farm Diversification With a Long-Term Vision

Perched on a hilltop overlooking the Firth of Forth, ÖÖD by the View at LaHill Craig Farm is a multigenerational family farm owned by Angela and Hugh. The land sits between open countryside and some of Scotland’s most storied coastal terrain and golf courses, with Edinburgh, St Andrews and the East Neuk all within easy reach.

For years, the farm had drawn interest from visitors passing through the region. What it lacked was a way to welcome guests without compromising the land or the working rhythm of the farm itself.

Like many farmers across the UK, Angela and Hugh were navigating growing uncertainty around traditional farming income. Rather than stepping away from the agriculture, they set to build something alongside it, an additional income stream that felt sustainable, respectful, and aligned with the character of LaHill Craig.

They weren't interested in mass tourism or a conventional hospitality project. The goal was to create a small number of high-quality stays with limited upfront investment, capable of generating reliable revenue while protecting the farm's long-term viability.

That vision led them to ÖÖD and its Partnership Program. The model offered a clear alternative to traditional development: a low-investment approach in which ÖÖD delivers its award-winning Mirror Houses and partners operate them on a revenue-share basis. This allows landowners to remain hands-on while retaining up to 70% of the revenue.

Three Mirror Houses were installed at LaHill Craig property in July 2025. Two feature private hot tubs and one includes a sauna, all carefully positioned to blend into the landscape and capture uninterrupted views across the countryside.

From the moment the doors opened, guests connected with the experience. The Mirror Houses quickly became loved for comfort, privacy, design, and a direct connection to the land. Combined with the dramatic scenery and the warmth of Angela and Hugh as hosts, LaHill Craig transformed into a destination rather than just a place to stay.

Fresh farm produce, welcome baskets, peaceful surroundings, and views stretching down to Edinburgh created a sense of arrival that guests were eager to share. Golfers, couples, and nature-seeking travellers alike began discovering LaHill Craig as a refined yet authentic Scottish getaway.

Beyond design and delivery, ÖÖD supported Angela and Hugh with operational guidance and regional and global marketing. This helped LaHill Craig secure early bookings, establish visibility across key booking platforms, and build brand presence from the outset.

• Second month occupancy: 54%
• November occupancy: 72% average across three units
• December occupancy: 78% average across three units
• Total revenue  August to November: £50,562 GBP
• Average monthly revenue: £12,640 GBP
• 5-star Airbnb rating and Superhost status
• Most weekends booked up to three months in advance

The results demonstrated that small-scale, well-considered accommodation could deliver strong commercial returns without overdevelopment.

LaHill Craig is a clear example of how thoughtful diversification can strengthen rural businesses without compromising their roots. Through its partnership with ÖÖD, the farm has created a durable new income stream while creating an experience that celebrates the land, the hosts, and the slower pace guests are seeking.

The project is not about adding units. It is about shaping a place people travel for, and return to, because it feels considered, grounded, and specific to its setting.

ÖÖD is expanding through partnerships with landowners, hospitality operators, and experience-driven businesses across Europe and the United States. The Program brings together accommodation concept, brand, and operational expertise to help partners create place-specific stays with a clear purpose.

Partners gain access to ÖÖD’s Mirror Houses, a globally recognised brand, booking infrastructure and distribution setup, alongside hands-on support across planning to launch. The model is designed to lower development risk while allowing partners to remain actively involved in day-to-day operations.

The focus is not on standardisation, but on building destinations that reflect their environment and offer guests a clear reason to be there. LaHill Craig is one example of how this model can support rural businesses while creating experiences that feel intentional, not interchangeable.