The Countryside Buy-out: Why Rural Luxury Is Having a Moment
Could the countryside be the perfect setting for your next luxury incentive? Long alfresco lunches, private boats, wine tasting among the vineyards or afternoons spent on horseback . There is something incredibly appealing about having a countryside property as your base – giving your group space to settle in, explore their surroundings and truly immerse themselves in all the setting has to offer. From historic estates and vineyards to loch-side retreats and properties tucked into the hills, there are some particularly compelling hotels making the most of their rural surroundings. We take a closer look at five of them.
Adare Manor: The Great Irish Country House
Adare Manor is the kind of property that immediately gives an incentive a strong sense of place.
Set within 840 acres in County Limerick, the estate combines the grandeur of a historic manor with a long list of experiences that make the most of its surroundings.
Golf is a major draw, with the Tom Fazio-designed course sitting within the estate, but it is far from the only option. Guests can try falconry, fishing, archery, clay shooting and other country pursuits, or simply spend time exploring the grounds.
For an incentive, that variety makes it easy to create different experiences for different groups within the same stay.
A morning on the course might be followed by lunch at the manor before an afternoon of falconry. A smaller VIP group could enjoy a private experience on the estate, while the wider group comes together later for dinner.
And then there is the manor itself. Formal dining rooms, beautifully restored interiors and the scale of the estate make it particularly well suited to a final evening where the programme becomes a little more glamorous.
Adare has the rare ability to feel both impressive and genuinely relaxed – a combination that works particularly well for reward travel.
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The 840 acres of Adare Manor’s beautiful estate include formal and walled gardens, woodlands and rolling parklands.
On-site activities include:
Spa, archery, falconry, padel, 17 meter swimming pool, fishing on the river Maigue, horse & carriage tours, Harry Lowes Chocolate experience, Horse & Carriage tours, Whiskey & Wine tasting and many more.
Michelin Stars: 1, Michelin Keys: 3 -
Their Michelin star restaurant, The Oak Room showcases some of the best produce from their travels around the four corners of this island. Head Chef Michael Tweedie and his team work closely with a family of producers to cook according to each season.
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Theatre: 350,
Banquet: 300,
Boardroom: 80,
Classroom: 170,
Cocktail: 300
Herdade da Malhadinha Nova: Life on the Land
For something much more intimate, Herdade da Malhadinha Nova takes a different approach.
Set among the open landscapes of the Alentejo, the family-owned estate is built around its land, its vineyards, its horses and its food. It is a working farm and winery, and that connection to everyday life in the region comes through in the guest experience.
Delegates can explore the vineyards, discover the estate's wines, go horse riding or spend time enjoying the surrounding countryside. Meals are a particularly important part of the experience, with the kitchen making use of produce grown and raised on the estate.
For smaller groups, there is something particularly appealing about this kind of setting. It feels personal without needing to be overly formal. A wine tasting workshop can lead straight into dinner. An afternoon on horseback can finish with drinks outside. A long lunch can be the main event rather than something squeezed between two others.
It is rural luxury, but it still feels like a genuine sense of place rather than a countryside version of a city hotel.
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A family-owned luxury wine estate in the heart of the Alentejo, where exceptional hospitality, wine, gastronomy, nature and wellbeing come together to create deeply personalised experiences.
Activities include:
Private winery visits and tastings, horseback riding with Purebred Lusitano horses, wellness rituals, harvest activities, traditional cooking, pottery, stargazing, nature experiences and private picnics. -
A contemporary expression of the Alentejo, recognised with a MICHELIN Green Star. They prioritise organic and estate-grown ingredients, including vegetables, olive oil, honey and produce from our native livestock. Experiences range from tasting menus and wine pairings to private dinners, picnics, traditional cooking experiences and bespoke dining moments, always closely connected to their wines and the surrounding landscape.
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80 - Banquet style
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Sustainability is central to Malhadinha. They practise organic and extensive agriculture, preserve native Alentejo breeds and prioritise estate-grown and locally sourced produce. Their initiatives include responsible water, waste and energy management, biodiversity conservation and preservation of local heritage. Malhadinha is B Corp™ certified, holds Biosphere certification and participates in the Alentejo Wines Sustainability Programme.
Cameron House: Scotland by the Water
Cameron House on Loch Lomond offers perhaps one of the strongest natural settings on this list. The hotel sits on the shores of Loch Lomond, with the loch and surrounding Highlands providing an extraordinary backdrop to the stay.
For international incentive groups, the obvious place to start is on the loch itself. Private cruises, boat trips and water-based activities give groups a chance to experience the landscape from a completely different perspective.
Then there are the experiences that bring in more of Scotland's character – golf, whisky, outdoor pursuits and opportunities to explore the surrounding countryside.
The beauty of the setting is that it doesn't need much embellishment. A private boat trip followed by lunch can make a memorable afternoon. A day exploring the Highlands can lead naturally into a whisky tasting back at the hotel. Or the group can simply have time to enjoy the loch, the grounds and the hotel before coming together for dinner.
For international guests, it is also a very recognisable version of Scotland. The loch, the landscape and the local experiences all tell the story of the destination without needing much explanation.
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et on the shores of Loch Lomond, the resort combines exceptional accommodation, award winning dining, championship golf, a luxury spa and unique outdoor adventures.
Activities include:
Private loch cruises and championship golf to Highland Games, falconry, whisky tastings, spa experiences and bespoke wellness activities.
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Theatre - 500,
Banquet - 400,
Cocktail - 500
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Cameron House offers a diverse collection of dining experiences, from refined fine dining at LOMA by Graeme Cheevers to relaxed lochside restaurants, vibrant bars and private dining. Menus celebrate the best of Scotland's seasonal produce, showcasing local ingredients, fresh seafood and premium meats, complemented by an extensive whisky collection and carefully curated wine list, creating memorable dining experiences for every occasion.
Viceroy at Ombria Algarve: Another Side of the Algarve
The Algarve is usually associated with its coastline, beaches and golf resorts. Viceroy at Ombria Algarve offers something quite unique. Set in the hills of the Loulé region, the resort is surrounded by woodland, valleys and traditional villages, bringing a much more rural character to the destination.
For incentive planners, that opens up a new side of Portugal to explore. Alongside golf, its surrounding area lends itself to outdoor activities, local food, village visits and experiences that introduce guests to the character of inland Algarve.
This property works particularly well for a group who have already experienced the well-known areas of Algarve and are looking for something with a little more personality.
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Designed as a contemporary Algarvian village, the resort blends seamlessly into 153 hectares of protected countryside, creating a true sense of place.
Activities include:
Championship golf, holistic wellness, private dining, wine tastings, artisan workshops and guided outdoor adventures.
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Their culinary philosophy showcases the finest local ingredients, reimagined through contemporary techniques and global influences. From relaxed all-day dining to refined signature experiences, every meal tells the story of the Algarve.
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Theatre: 182,
Banquet: 150,
Classroom: 72
Six Senses Douro Valley: The Art of Taking Your Time
There are few places where slow travel feels more natural than the Douro Valley.
Set within a beautifully restored 19th-century manor house, Six Senses Douro Valley sits high above the vineyards, with views stretching across the valley and the Douro River below. The property feels deeply connected to the landscape around it, from its gardens and terraces to the wine cellar and experiences centred around the region’s winemaking traditions.
Guests can start the day with a morning yoga session or leisurely walk before heading out into the valley. Vineyard visits and private wine tastings bring the region’s winemaking heritage into the programme, while a private boat along the Douro offers a completely different way to experience the landscape. Back at the hotel, there’s plenty of space to relax, from the outdoor pool and gardens to the spa and its extensive wellness facilities.
Not to mention their great F&B selection with restaurants overlooking the vineyards and menus that allow you to experience some of the best regional flavours without ever needing to leave the estate.
The real appeal of Six Senses Douro Valley is how naturally the property, the destination and the experiences around it come together. It feels distinctly Douro from the moment you arrive, making it a particularly compelling choice for groups looking to experience this part of Portugal properly without too much travelling.
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Six Senses Douro Valley offers a unique setting for creating special events, surrounded by vineyards and the Douro River
Activities include:
Wine tastings, private boat trips and river activities, Portuguese cooking classes, tile painting, Alchemy Bar sessions, yoga, wellness, e-bike rides, hiking and cultural excursions. -
Eat With Six Senses brings a true farm-to-table philosophy to the Douro Valley, using fresh, seasonal ingredients from our Organic Garden and local producers. Guests can enjoy authentic cuisine through memorable dining experiences, including live cooking markets, engaging cooking classes showcasing the best of Northern Portuguese cuisine, and traditional workshops such as Pastéis de Nata.
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Max Capacity: 250
Rural Luxury, Done Properly
There is a lot to be said for taking an incentive into the countryside. The right property gives you a beautiful setting, plenty of space and a natural connection to the destination, while experiences can be built around the landscape, local food, culture and traditions. From the grandeur of Adare Manor to the vineyards of the Douro, the Alentejo countryside, Loch Lomond and the hills of the Algarve, these properties show just how different a luxury incentive can feel when the setting is given room to shine. And sometimes, that is exactly what makes a trip memorable.