Fragrance expands portfolio with new Ibis Styles Hotel

Fragrance UK Luxury Hotel Group has announced it is set to open another hotel in the South Devon town of Paignton, signifying a total investment in the local area to date of £70m.

Due to open on 16 January, the new Ibis Styles property is located alongside its sister hotel, the Mercure Hotel Paignton. Both hotels are franchised by Accor group and operated by RBH Hospitality.

The 121-room Ibis Styles Paignton hotel, which features a design that draws inspiration from mythical shorelines as well as the surrounding seaside landscapes, features an all-day dining experience at Deller’s Cafe, a bright, contemporary space with sea views, described as “British seaside meets American diner delights.” The hotel also features an ice-cream parlour and waffle bar.

Most significantly, Fragrance said Ibis Styles Paignton boasts the distinction of being the first in the brand’s UK collection to feature a dry spa with three beauty treatment rooms.

There is also a nice nod to the history of the area, with the restaurant name, inspired by the historic and popular Deller’s Summer Cafe located in the same location as the hotel, until its demolition in 1965.

Martin Rogers, representing Fragrance Group, said: “We are delighted to be opening the latest hotel in our UK portfolio, and our second property in Paignton. Standing alongside the Mercure Paignton, this new hotel marks the latest milestone in our mission to put the town on the map as a premier UK holiday destination and contribute to the growth of its dynamic tourism scene.

“Although neighbouring the Mercure, the Ibis Styles is a very different offer. Affordable, with a fun feel, the hotel’s bright coastal themed design is extremely instagrammable and will undoubtedly appeal to Gen Z and Millennials looking for a cool and creative seaside hotel to base themselves in Devon. It’s an exciting proposition for the area and we are looking forward to welcoming local people and visitors to enjoy such a unique experience.”