Diversifying into cultural tourism?
To maximise the potential of this famous historical building would require diversification from selling beer into cultural tourism and selling hotel accommodation on historical associations. Both these subjects have been covered many times on this blog and I hope the resources here will be of benefit. In particular, I would draw attention to the various literary societies for authors such as Tolkien, Tennyson, Longfellow, Austen and Chesterton. Students of Whistler and Turner would be interested that they stayed in Lyme Regis and although I have not read that they stayed at The Cups, it would been somewhere they would have visited as it was such a popular destination in their time. And could be again now!
One important source of business for hotels in Lyme Regis which I haven't covered is accommodation for geology field trips or fossil festivals. The Lyme Regis Development Trust are the experts in this area.
The potential is there but it requires a special marketing approach and an understanding of the buyers' needs and aspirations. Just as it seems to be accepted that a new restaurant requires a celebrity chef who loves good food to be successful, The Three Cups needs owners and management who know and love the literature and the history associated with it to make it a must visit destination for tourists from around the world.