With all the excitement (we say that with a hint of irony) surrounding statements and payment system changes, it’s easy to lose sight of the really positive story unfolding across the business this month. Behind the spreadsheets and statistics lies a year of genuine progress, stronger guest demand, and an increasingly resilient holiday brand that continues to grow in both reach and reputation.
Company Growth Overview: From a Spark to a Steady Flame
When we took our very first booking back in June 2021, Devon Holidays was just an idea with a couple of listings and a great deal of optimism. Since then, we’ve grown into a well-established South Devon brand with a loyal guest base, trusted relationships with owners, and a reputation for reliability and quality.
In 2022, our first full year, we secured 301 bookings — a modest but promising foundation. By 2023, that number had almost doubled to 523, thanks to stronger marketing, repeat guests, and improved visibility across major booking platforms.
Then came 2024 — the real turning point — when we crossed the 1,000-booking milestone for the first time. That leap forward reflected not only the systems we’d improved and the extra platforms we’d joined, but also the growing trust from both owners and holidaymakers who now recognised Devon Holidays as a reliable, personable local brand.
2025: Building Strength Through Consistency
Fast-forward to September 2025, and we’ve already taken 935 bookings — nearly matching 2024’s total with three months still to go and six properties less. This is a powerful indicator of consistent demand and stable operations. What’s even more encouraging is the even spread of bookings throughout the year, no longer confined to the summer months.
January 2025 set a company record with 156 bookings in a single month — proof that our early-year marketing and improved listings across Airbnb, Booking.com, and regional tourism channels have had real impact. The quieter months are no longer so quiet, and our early spring and late summer periods have both seen steady growth.
Seasonal Trends: A Healthy Balance Emerging
Our data continues to show strong performance across all seasons:
• Spring (March–May) thrives on short breaks and couple getaways.
• Summer (June–August) remains the busiest, but bookings are spreading more evenly thanks to repeat guests and improved off-peak offers.
• Autumn and winter are now genuine contenders — November bookings rose from 18 in 2022 to 94 in 2024, a testament to our extended-season marketing and hot-tub getaway promotions.
Focusing just on bookings taken in September 2025:
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19.8% were last-minute bookings (within 7 days of arrival)
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24.2% were for stays in September itself
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18.7% were for October stays
These figures show a healthy mix of both spontaneous and forward planning guests — a balance that keeps occupancy steady and income predictable.
A Message to Our Owners
Every booking tells a bigger story: an owner’s trust, a housekeeper’s attention to detail, and the Devon Holidays team working tirelessly behind the scenes. Together, we’ve built something that’s not just bigger, but better — a service grounded in transparency, reliability, and care for both owners and guests.
As we approach the final months of 2025, our focus turns from rapid expansion to refinement: ensuring that each booking is well-managed, each guest is satisfied, and each owner benefits from sustainable, profitable growth. The systems now in place — including SuperControl — are making our processes smoother and more transparent than ever before.
Owner Insights: Understanding Where Bookings Come From
Our continued growth is supported by a healthy mix of marketing and booking channels. The data for 2025 shows a well-balanced spread, protecting us from overreliance on any single platform.
Booking.com: Still the Heavyweight
Booking.com remains our largest source of bookings, accounting for around 46% of all reservations in 2025. While total numbers dipped slightly (513 in 2024 down to 429), this aligns with broader industry shifts as guests increasingly shop across multiple platforms before committing. Even so, Booking.com continues to deliver excellent occupancy, especially during peak summer months.
Airbnb: Quiet Strength and Steady Growth
Airbnb continues its upward trend, with early 2025 performing particularly well. January and May both delivered record numbers via Airbnb, showing that our enhanced listings and photography are engaging guests looking for short breaks, couples’ stays, and unique accommodation experiences.
TripAdvisor and Visit South Devon: Local, Loyal, and Effective
TripAdvisor has been a quiet success story — nearly 100 bookings this year, two-thirds of last year’s total in just nine months. Visit South Devon has shown even stronger gains, jumping from 46 to 78 bookings, highlighting the real value of regional partnerships in attracting quality guests who love Devon for Devon’s sake.
Word of Mouth: The Purest Marketing of All
Perhaps the most gratifying trend is the rise in repeat and referral bookings. So far in 2025, 43 bookings have come from returning guests or direct recommendations — already surpassing 2024’s total. That’s not just good business; it’s proof that guests are leaving happy and telling their friends.
A Diverse Mix That Builds Resilience
By maintaining presence across Booking.com, Airbnb, Sykes, TripAdvisor, Google, and regional tourism boards, we’ve built a safety net against market volatility and platform changes. This diversity keeps occupancy strong and ensures that owners’ properties stay visible to a wide range of audiences.
Properties: A Tighter, Stronger Portfolio
We now manage a refined portfolio of 14 high-quality properties — an intentional step toward focus and quality over quantity. Some lodges were sold back to Finlake as they reached the end of their lifespan, while a few owners consolidated multiple listings down to one.
The result is a balanced mix: seven A-frame cabins and seven lodges, many located close to each other, offering fantastic options for group bookings and families travelling together. With fewer properties and higher demand, 2026 is shaping up to be an excellent year for owners, with strong returns and improved occupancy rates expected across the board.
Devon Holidays in the Community: Sponsorship and Visibility
Our commitment to growth isn’t just about bookings — it’s about community presence and visibility. Every bit of sponsorship comes directly from our commission reinvestment, helping both the brand and local talent thrive.
We’re proud to sponsor young darts player Alfie Hutton, whose Sky TV appearances and social media reach will carry the Devon Holidays logo nationwide. We also sponsor William “The Centre Back”, whose football TikTok posts regularly reach over 29,000 views — with some soaring past half a million.
Closer to home, our logo appears on the training and match kits of two Under-11 football teams — Newton Fires FC in Newton Abbot and Hartley Wintney Eagles, near our head office. These partnerships are not only helping local sports grow but also ensuring that Devon Holidays continues to be seen, recognised, and remembered across the region.
Looking Ahead
As we move toward 2026, our aim is steady, sustainable growth, not just more bookings, but better ones. We’ll continue to optimise our listings, refine our pricing, and strengthen partnerships with regional tourism boards to keep your properties front and centre.
With the new systems (albeit with a painful induction), we will be able to provide greater clarity around bookings, values as well as accurate and timely statements and payouts.
To every owner: thank you for your ongoing trust, support, and collaboration. The story of Devon Holidays is built on your confidence and commitment — and the data shows that your properties remain visible, competitive, and very much in demand.