COUNCIL bosses will deliver an update on ambitious plans to build a 120-bed hotel in the heart of the town centre - after it was revealed ‘growing demand’ for overnight stays in Barnsley kick-started the project.

Work is already well underway on the wider regeneration of County Way, with the main attraction of three ‘Yorkshire Rose’ statues towering over the former car park.

The project’s second phase seeks to further develop the remaining land, adding the ‘high-end’, L-shaped hotel which is said to be a much-needed addition given the lack of current offering for overnight visitors.

Nearby hotels include the 110-room Premier Inn in the town centre, but both the 77-room Holiday Inn at Dodworth and the 117-room Ibis Styles, also in Dodworth, are three miles out of the centre, as is Stairfoot’s 32-room Travelodge.

The report, compiled by the council’s head of economic development, Dan Harper, said: “There is a strong opportunity for a well-located, appropriately branded hotel to capture this unmet demand and potentially achieve higher occupancy and room rates.

“The supply of hotel accommodation in Barnsley is currently dominated by economy and mid-scale provision, with very limited availability of upscale or branded options.

“There is a clear gap in the market for higher quality, branded accommodation.

“Market benchmarking illustrates that Barnsley underperforms relative to comparable towns in both supply and operational performance.

“Consequently, the development of a new branded hotel is likely to be well-positioned to address unmet demand and contribute meaningfully to the wider regeneration of the area.

“The concept design defines the site boundary and proposes an L-shaped hotel to maximise visibility and integrate with the public realm.

“Demand for overnight stays is growing, yet Barnsley continues to lose valuable visitor spend to neighbouring areas due to insufficient hotel provision.

“Delivering a hotel at The Seam could directly address this gap, enabling visitors, business travellers and investors to remain in the town centre and engage more deeply with Barnsley’s expanding cultural, digital and leisure offer.

“A hotel would therefore be a strategic intervention that underpins Barnsley’s long term regeneration objectives.

“By capturing activity within the borough, a hotel could boost footfall, support local businesses, expand employment opportunities and enhance town centre vibrancy, reinforcing Barnsley’s identity as a confident, growing destination.”

Footfall in 2024/25 continued its year-on-year hike, with its 9.18 million visits surpassing the 2023/24 figure by more than 2.5 million.

According to the council, the catalyst for the rocketing numbers has been the Glass Works, the £220m regeneration scheme which transformed the town centre and brought in big-name businesses such as The Botanist, Cineworld, Nando’s and TK Maxx among others.

However, town hall bosses also say Barnsley’s famous market has attracted out-of-town visits, with coach trips to the town up 90 per cent in 2024/25.

“Delivering this scheme will unlock significant economic and social benefits, enabling Barnsley to host events, overnight stays, increasing visitor numbers and extend dwell times.

“This will drive additional spend across retail, hospitality, and cultural sectors, supporting local businesses and creating new employment opportunities both directly within the hotel and indirectly across the supply chain.

“It could strengthen Barnsley’s profile as a modern, ambitious destination, tackling outdated perceptions and building on the success of the Glass Works.

“For a town of Barnsley’s size and ambition, this is not too bold - it is a necessary step to fill a clear gap in the market and ensure competitiveness within the region.”