The countryside’s 'in crowd'
Contemporary homes with city-style amenities on the doorstep are wooing a new, younger generation of country house buyers and tenants
The traditional view of the English countryside as a timeless pastoral dream is changing. Today’s appeal is less about living in the sticks and more about padel courts, Pilates classes and premium organic produce.
As Peter Edwards, Partner in Knight Frank’s country department points out, in-demand rural areas like the Cotswolds now provide enough stimulation to satisfy even the most demanding relocating urbanite. “People like Julian Dunkerton of Superdry, the Bamford family at Daylesford and Jeremy Clarkson have opened top-quality shops, pubs and businesses that have moved the dial for everyone.”
Francesca Leighton-Scott, Head of Knight Frank’s Bath and Somerset Country Sales, agrees, adding super-smart hotels to the list of magnets for buyers. “Anywhere close to The Newt in Somerset – an exceptionally well received country hotel and members’ club – is especially hot.”
Consequently, country house buyers have become younger. In April 2014, Knight Frank’s research found that clients aged under 50 represented 31 per cent of all country buyers. Fast forward a decade and that figure had risen to 58 per cent.
These buyers aspire to a picturesque country lifestyle and often let their first choice of school determine their search area.
“We’re seeing more entrepreneurs and business owners, and more overseas buyers,” says Oliver Rodbourne, Head of the country team in the southeast.
“Sustainability is a significant focus. Younger buyers in particular – even those spending £10m upwards – are concerned about efficiency and will routinely examine EPC ratings and investigate installing environmentally sound options.”
There’s little appetite for major renovations however. “Buyers want to put their stamp on a property, construct an office pod in the garden perhaps, but not take on a big project,” says Rodbourne. “Owning a country house today is about moving in and settling down immediately.”
Fresh perspective: Those who’ve made the move have no regrets
From London to Tunbridge Wells, Kent
“I grew up in Tunbridge Wells and with primary school applications looming, we knew it was time to move. We’re now within the catchment of the school we wanted our daughters to go to, and close to family. We’re also only 10 minutes’ walk to the station. Tunbridge Wells has a fantastic balance – while not rural, it feels in touch with the natural world.”
From London to Nash, Buckinghamshire
“Our driver for leaving London was space, both for the children to grow up in and for us to enjoy. Our house in Nash ticked more boxes than we could find in other locations. We’re on the edge of the village with a very strong community, yet close to Milton Keynes. We’re also only 11 minutes from the train station. The balance to our lives was instant. We haven’t regretted it for a minute.”
From London to the Cotswolds
“I knew I’d always come back to the country – but we moved earlier than expected. Since Soho Farmhouse opened there have been so many amazing clubs and restaurants popping up, attracting like-minded young people. Living here, we’re much happier, less stressed and the quality of life for our children is unbeatable.”
Similar articlse
Homes
Bungalows are back: why single-storey homes are becoming a top choice for buyers
With spacious layouts, sustainable design and beautiful surroundings, new-build bungalows are redefining later-life living - and selling fast
04 December 2025
Inspiration
Lighting up London: How the capital’s prime streets prepare for Christmas
Discover the capital’s great estates delighting residents and visitors with their seasonal displays and events
03 December 2025
Homes
Budget 2025: What it means for the property market
As Labour’s much-anticipated Budget is announced, our experts share their insight on how it could affect your property portfolio
27 November 2025
Inspiration
Behind the scenes: How film and TV are reshaping the UK rental market | Knight Frank UK
Soaring demand from global studios and high-profile talent is transforming London’s premium rental scene and creating unique opportunities for landlords
20 October 2025
Homes
Blockbuster London homes for sale with private cinemas
Discover a collection of star-quality London homes with dedicated cinema rooms to enjoy your favourite film in comfort and style
16 October 2025
Homes
The Thursday Murder Club: What Richard Osman got right about modern retirement living
Tom Scaife, Head of Seniors Housing at Knight Frank, delves into how the sector is breaking down perceptions and creating inspiring lifestyle-led communities
12 September 2025
Locations
The education effect: how schools are shaping the property market
From a growing interest in grammars to the enduring appeal of top independents and international schools, education continues to drive demand and redraw family property priorities
01 September 2025
Inspiration
How to make multi-generational living work for you
Multi-generational households are on the rise - Kingsley House offers a picture-perfect case study in how to make it work
28 August 2025
Inspiration
Dorian’s Recipe for Success: Authentic Dining and Community Roots in Notting Hill
Restaurateur Chris D’Sylva has built a local culinary empire, catering to Notting Hill’s desire for authenticity. Aleks Cvetkovic sits down with the man behind cult-favourite restaurant Dorian
21 August 2025
Locations
Do you live near one of the UK’s best high streets?
Knight Frank’s Research team has revealed the top premium high streets in the country - and our local experts explain what makes them stand out
21 August 2025
Inspiration
How to start your search for premium student accommodation in London
Why more students from across the globe are choosing London to study, and how Knight Frank’s Student Desk helps them find their perfect home
15 August 2025
Inspiration
Alice’s Antiques: Inside Paddington Bear’s favourite antique shop
After more than 70 years in the same family, Alice’s Antiques – the real-life Mr Gruber’s shop from Paddington – is for sale. Aleks Cvetkovic speaks to owner Douglas Carter and Knight Frank’s Jack Thomas about letting go of a Notting Hill icon
14 August 2025
Locations
From coast to countryside: How the South West became the UK’s culinary heartland
We explore how the South West’s culinary transformation is drawing both food lovers and home buyers alike
31 July 2025
Homes
Inspiring homes for sale perfect for music lovers
These exceptional homes will strike a chord with music lovers, from inspiring in-house studios to properties once owned by legendary musicians and composers
17 July 2025
Locations
How to buy a rural home in Europe
Mark Harvey, Head of International Residential, outlines what to keep in mind for those planning to buy a property abroad
19 June 2025
Inspiration
Wellness starts at home: European homes designed for healthy living
From Provence to Lake Geneva, discover five European homes designed to support a holistic, health-focused lifestyle
16 June 2025
Homes
Transform your garden: design your perfect outdoor living space
Knight Frank Interiors’ Group Design Director, Rhian Barker, shares her top tips for creating stylish and comfortable outdoor spaces that work all year round
27 May 2025
Crafts in the Cotswolds: In the studio with jewellery designer Hattie Rickards
From her Cotswolds studio, designer Hattie Rickards creates unique meaningful jewels for her loyal clientele
21 May 2025
Locations
Why the supreme success of Dubai’s property market looks set to continue in 2025
As property prices outpace anywhere else worldwide, we examine the emirate’s international appeal
19 May 2025
Inspiration
Crafts in the Cotswolds: In the studio with jewellery designer Hattie Rickards
From her Cotswolds studio, designer Hattie Rickards creates unique meaningful jewels for her loyal clientele
14 May 2025
Inspiration
Crafts in the Cotswolds: In the studio with Rapture & Wright
Rapture & Wright creates exquisite hand-printed wallpapers and fabrics from its sustainable studio in the Cotswolds
08 May 2025
Inspiration
Why a padel court should be on the wish list for your next home
As the popularity of padel continues to grow, we take a look at why luxury residential developments are tapping into the health benefits of this racquet sport
04 April 2025
Homes
The next generation of super-prime buyers in London
As super-prime buyers in the capital become younger, Knight Frank’s Stuart Bailey discusses the shared mindset driving their property decisions
01 April 2025
Inspiration
Should you buy a property after one viewing?
We look at where and why buyers were enamoured at first glance, and share our experts’ advice on making a good first impression when selling your home
14 February 2025
