A FOUR-star hotel in Bournemouth will open under new ownership today after the sale of it was completed.

The Norfolk Royale Hotel on Richmond Hill has been sold for an undisclosed sum to coach operator Alfa Leisureplex Group.

The marketing process generated in more than 20 formal viewings and a “sufficient number of offers” culminating in a first round and subsequent ‘best and final’ offer process, before Alfa Leisureplex Group secured the sale.

The sale of the 95-bedroom hotel, which was the former home of the Duke of Norfolk, was completed by specialist hotel property advisor Christie & Co.

Emma Russell, managing director of Alfa Leisureplex Group, said: “We are very excited to be opening the doors to the Norfolk Royale as one of our own today.

“The hotel is excellently located in Bournemouth and offers a high standard of accommodation, so we’re looking forward to incorporating that Leisureplex experience that our guests know and love throughout the property.”

New owners, Leisureplex Hotels form part of the employee-owned Alfa Leisureplex Group which also includes the Alfa Travel and David Urquhart travel brands.

The group operates 21 seaside hotels and a fleet of 50 luxury Mercedes Benz touring coaches across the UK and Ireland.

The Norfolk Royale, which has undergone a multimillion-pound refurbishment programme in recent years, will be the 22nd hotel in the group’s existing hotel portfolio.

The former owners, Peel Hotels instructed Christie & Co’s Hotel team to bring the property to market in April 2022.

Ed Bellfield, regional director, who brokered the deal, said: “The sale of The Norfolk Royale Hotel represented an exceptional opportunity to acquire a highly successful hotel business with significant repeat patronage.

“The reputation and success of the business is testament to the stewardship by Peel Hotels over recent years combined with its enviable town centre location. We congratulate Alfa Leisureplex Group on their purchase of an iconic south coast resort hotel.”

Robert Peel, executive chairman, Peel Hotels plc, said: “Peel Hotels has been the proud owner of The Norfolk Royale for a good number of years and we are very pleased to be able to pass the baton of ownership to Alfa Leisureplex who I know to be a very good operator of hotels across the UK”.

The Daily Echo has asked the final sale price of the hotel.