Alfa Leisureplex Group acquires the Norfolk Royale Hotel

Alfa Leisureplex Group has officially confirmed its acquisition of the four-star Norfolk Royale Hotel, which is centrally located in the South coast resort of Bournemouth, for an undisclosed amount.

Moments away from the town square and beached, the 95-bedroom hotel is the former home of the Duke of Norfolk and has undergone a multi-million-pound refurbishment programme in recent years. 

The former owners, Peel Hotels, put the property on the market in April 2022. The property generated in excess of 20 formal viewings and a sufficient number of offers, before Alfa Leisureplex Group secured the sale. 

Leisureplex Hotels form part of the employee-owned Alfa Leisureplex Group that 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 will be the 22nd hotel in the group’s existing hotel portfolio.

Ed Bellfield, regional director at Christie and Co, said: “The sale of The Norfolk Royale Hotel represented an exceptional opportunity to acquire a highly successful hotel business with significant repeat patronage. We congratulate Alfa Leisureplex Group on their purchase of an iconic south coast resort hotel.”

Emma Russell, managing director of Alfa Leisureplex Group, added: “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.”

Robert Peel, executive chairman of Peel Hotels plc, concluded: “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.”