The summer house portal Landfolk was created during the second wave of the coronavirus pandemic, at a time when travel restrictions left many tourist destinations deserted. The initiative aims to offer Danes summer houses that embody both authenticity and character, filling a niche in the vacation rental market. Since its inception five years ago, Landfolk has expanded significantly, now listing around 7,000 summer houses across seven countries and employing 100 people.

As the company grows, it is also stepping into a highly competitive market dominated by established players like Airbnb. The founders of Landfolk express a mix of excitement and caution about their venture, acknowledging that they may be entering a challenging space that could prove to be a "potential hornet's nest." This reflects the intense competition and market dynamics they anticipate facing in the vacation rental industry.

In addition to vying for market share, Landfolk is dedicated to providing not just accommodations, but also unique experiences that resonate with the values of authenticity and local culture. This strategic focus could set the company apart from its larger competitors and appeal to consumers seeking more meaningful travel experiences as they plan their getaways.