4/3/2023 | Hotels

Sale of Norfolk Royale Hotel to Alfa Leisureplex completes

Specialist hotel property adviser, Christie & Co has today confirmed the sale of the four-star Norfolk Royale Hotel in Bournemouth to coach operator, Alfa Leisureplex Group has completed.


The Norfolk Royale is centrally located in the premier South Coast resort, just a short stroll from the town square, award-winning beaches and the resort’s main tourist attractions. 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 instructed Christie & Co’s Hotel team to bring the property to market in April 2022. The exhilarating marketing process generated in excess of 20 formal viewings and a sufficient number of offers that culminated in a first round and subsequent ‘Best & Final’ offer process, before Alfa Leisureplex Group secured the sale.

Ed Bellfield, Regional Director, who brokered the deal, comments, “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.”

The new owners, 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.

Robert Peel, Executive Chairman, Peel Hotels plc, comments “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”.

Emma Russell, Managing Director of Alfa Leisureplex Group, comments, “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 encorporating that Leisureplex experience that our guests know and love throughout the property.”

For further information on this press release, contact:                                                                                      

Bronte Hughes, Corporate Communications Manager

P: 020 7227 0794 or E: bronte.hughes@christie.com

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