OPINION: Ross Hunter is the co-founder and managing director of Armadilla, a Scottish company designing and manufacturing sustainable accommodation spaces. Hunter leads the business’s product development and innovation strategy and since launching the company in 2012 with his father, he has championed biophilic, accessible, and technology-integrated design. Here he argues that the prefabricated construction sector is the best way forward for more sustainable rural accommodation and a growing part of the hospitality and wellness sector.
“Hospitality development is currently undergoing a definitive shift – spurred on by regulatory pressures, growing consumer awareness and environmental imperatives. In rural, protected or off-grid locations traditional construction models and their resource-intensive requirements are becoming increasingly unfit for purpose. I would argue this isn’t limited to the UK – there seems to be a global move from traditional, resource-heavy construction to low-footprint alternatives.
Concrete-heavy builds carry high carbon costs, while disrupting biodiversity and local ecosystems, which makes them increasingly difficult to justify in Areas of Outstanding Natural Beauty or National Parks and other conservation zones. They also don’t make sense if you want to operate responsibly or adapt quickly to market demand.
There’s a strong appetite in Southern Europe – Portugal and Spain in particular where wellness and eco-tourism are growing rapidly.
Over the past decade we’ve seen a clear shift: prefabricated, fully assembled units are now an increasingly familiar sight across the UK hospitality sector. A good example is the way wellness retreats and rural estates are diversifying with flexible units, using them to extend capacity without long planning delays or disruptive building projects. That kind of adoption would have been rare ten years ago – today it’s becoming mainstream.
While prefabricated units are most often installed in rural and off-grid destinations – places where space, biodiversity and planning restrictions make traditional builds less viable – there is some interest from more suburban and peri-urban locations. Wherever there’s additional land available, operators are looking for flexible units as a way of expanding capacity quickly and sustainably.
There’s a strong appetite in Southern Europe – Portugal and Spain in particular where wellness and eco-tourism are growing rapidly. In Scandinavia, eco-resorts are turning to flexible units because of the sensitivity of their landscapes, and in North America boutique resorts and glamping operators are embracing fully assembled cabins as a faster, greener alternative to traditional builds.
What links all these markets is the same set of pressures: the need for sustainable development, speed to market, and guest demand for experiences that connect them with nature. The challenge is to ensure developments align with local tourism regulations, respect the natural setting, and deliver an experience that is truly restorative.
One live example is our collaboration with Jason Vale’s Juicy Oasis in Portugal with a focus on holistic health and sustainability. At the heart of the retreat is a 1,200-square-metre spa composed of interconnected domes designed and developed at Armadilla. These feature precision-engineered steel frames elegantly clad in natural cork, a material chosen both for its sustainability and for the way it harmonises with the surrounding landscape.
What’s needed now is a mindset shift, from “build to last” to “build to adapt.”
Another non-negotiable in hospitality is inclusive design. Disability Discrimination Act-compliant layouts, level thresholds and space-efficient features like pocket doors are becoming the norm.
In remote or infrastructure-poor areas, smart design becomes essential for resilience and functionality. Off-site accommodation can be specified to operate on <2.5kW of power, enabling use of a standard 13-amp socket. This not only addresses gaps in infrastructure but also broadens the scope for the hospitality sector.
What’s needed now is a mindset shift, from “build to last” to “build to adapt.” Prefabricated units are built for long-lasting durability and crafted using sustainable materials like Accoya timber, renowned for its resilience and ability to age beautifully. By adopting off-site, regenerative and infrastructure-light development, the hospitality sector can continue to provide exceptional guest experiences while ensuring the protection of the landscapes that attract visitors in the first place.”
Image: Armadilla pods
The views expressed in this opinion piece are based on the observations, experience and belief of the individual author and do not necessarily represent the views or opinions of Sustainable Hotel News. For more opinion pieces from industry experts click here.