We recently joined the IN4 Hospitality workshop at The Headland Hotel, an interesting afternoon diving into the data from this year’s hotel tourism sector in Cornwall and Devon.
Here’s what we learnt.
Cornwall and Devon’s hospitality industry is entering a new phase of sustained expansion.
Recent data from STR, CoStar, and Tourism Economics shows that after a volatile 2024, the region rebounded strongly through 2025 and is positioned for steady growth through 2029.
At Marwick Marketing, we view these shifts as strategic signals. They point to the rising importance of brand positioning, digital visibility, and intelligent marketing strategy. As Google search behaviour and AI-generated travel overviews reshape how travellers discover and book accommodation, visibility has never mattered more.
2024–25: From Decline to Recovery
The regional market faced a sharp downturn in late 2024. RevPAR fell up to 9 percent year-on-year, occupancy dropped to around 60 percent, and ADR stagnated between £90 and £100. It was a difficult trading period across the South West.
Recovery began in March 2025. Occupancy lifted to 70 percent, and RevPAR rose 11 percent year-on-year by April. By summer, occupancy reached 83 percent, ADR exceeded £120, and RevPAR stabilised near £100. The data confirmed the region’s resilience and the return of rate strength.
Mid-2025: Building Momentum
Between May and September 2025, Cornwall and Devon recorded consistent growth across all major performance metrics. Seasonal demand, domestic travel confidence, and effective rate management created a strong summer season.
This rebound shows how brand communication and digital discoverability drive recovery. Properties with strong visibility, positive reviews, and structured online content captured the largest share of returning demand. This pattern is reinforced by the growing influence of Google’s AI Overviews and algorithmic ranking of local hospitality providers.
Forward Bookings: Confidence in the Year Ahead
As of October 2025, forward-booking data confirms that this recovery has continued:
- Next 90 Days: Occupancy pacing remains ahead or on par with 2024, supported by robust festive bookings and weekend peaks.
- Next 365 Days: Year-ahead data shows clear uplift in on-the-books occupancy compared with the same time last year, signalling earlier and stronger consumer commitment.
Travellers are planning sooner, and online visibility is driving that confidence. Operators investing in search engine optimisation, content quality, and verified Google engagement are already seeing stronger advance bookings.
Long-Term Outlook: Steady Growth to 2029
Tourism Economics projects consistent RevPAR growth across the UK through 2029, averaging 2–3 percent per year.
- 2025–2026: Recovery-led growth of 1–1.5 percent
- 2027–2028: Strongest years, with 2.5–3 percent RevPAR growth, partly driven by UEFA EURO 2028
- 2029: Steady moderation near 1 percent, indicating a mature and balanced market
Cornwall and Devon are expected to outperform national averages, supported by a resilient leisure base, repeat domestic visitation, and expanding shoulder-season travel.
Strategic Implications for Operators
1. Data-Led Rate Management
ADR is now the key driver of profitability. Precision yield management is essential. Marwick Marketing’s data models identify optimal pricing windows and leverage demand forecasts to maximise return across every booking channel.
2. Visibility in Google and AI Overviews
Google’s AI Overviews and generative search features are transforming how travellers research destinations. Businesses that invest in structured content, verified listings, and review optimisation are more likely to appear in AI-curated results. For hotels, this visibility is the new digital shelf space — the difference between being discovered or overlooked.
3. Experience and Storytelling
As the market matures, differentiation depends on authentic storytelling and brand consistency across every digital touchpoint. Travellers increasingly choose stays aligned with their values, from sustainability to premium quality. Our creative and content teams help hospitality brands express those narratives in ways that both customers and algorithms recognise.
4. Sustainable Growth and Local Value
Sustainability is now integral to marketing success. Integrating environmental responsibility and community impact into your brand message not only meets guest expectations but also improves discoverability in Google’s experience-led ranking systems.
The Marwick Marketing Advantage
At Marwick Marketing, we connect data, creativity, and digital intelligence to deliver measurable growth for hospitality brands.
Our approach combines advanced analytics, AI-optimised content, and search intelligence to position hotels and resorts at the top of both search results and consumer consideration. We design strategies that align with how travellers now search, plan, and book through Google’s AI systems and social discovery platforms.
We go beyond campaign execution. Our team translates market data into action, helping operators across the South West convert visibility into direct bookings, stronger revenue, and lasting brand equity.
Conclusion
Cornwall and Devon’s hospitality market has not only recovered but matured. The next five years promise sustainable, quality-led growth supported by smarter pricing, consistent demand, and an evolving digital ecosystem.
For hospitality operators, the opportunity lies in acting early — strengthening brand visibility, refining data use, and preparing for AI-driven discovery.
Marwick Marketing stands at the forefront of this evolution, partnering with forward-thinking brands to ensure they are the ones being found, booked, and remembered.
