A FOUR-star hotel in Bournemouth town centre has been sold to a coach operator for an undisclosed sum. 

The Norfolk Royale Hotel has been purchased by the Alfa Leisureplex Group.

The Norfolk Royale will become the group’s 22nd hotel when it joins its portfolio on April 3, 2023.

Emma Russell, managing director of Alfa Leisureplex Group, said: “After the sale of our hotel in Bournemouth in 2021, we have now found the perfect replacement.

“Bournemouth is an extremely popular resort with our holiday makers, so we are delighted to welcome the Norfolk Royale to the group.

“The Norfolk Royale offers an extremely high standard of accommodation and is situated in an excellent and unique location within the resort.

“We are looking forward to welcoming our guests when we take over the hotel on 3rd April 2023 and providing that Leisureplex experience that our guests know and love.”

Bournemouth Echo:

The Norfolk Royale is the former home of the Duke of Norfolk.

Featuring 95 bedrooms, the hotel has undergone a multimillion-pound refurbishment programme in recent years.

Ms Russell added: “This purchase along with a multimillion pound refurbishment programme across our existing hotel estate and the imminent arrival of seven new 2023 plate Mercedes Tourismo touring coaches, demonstrates our ongoing commitment to providing our guests with quality, value for money holidays.”

As reported last year, The Norfolk Royale Hotel was put up for sale by owners Peel Hotels, as chairman Robert Peel said he wanted to clear the company’s £5million debts before the end of the year.

The hotel was put on the market for £8.5m.

Leisureplex Hotels are part of the employee-owned Alfa Leisureplex Group that also includes the Alfa Travel and David Urquhart travel brands.

The group operates coach tours and self drive breaks across the UK and Ireland and own and operate 21 seaside hotels and a fleet of 50 luxury Mercedes Benz touring coaches.