One of Bournemouth’s best-known hotels is to have a new owner.

The Norfolk Royale on Richmond Hill has been sold by Peel Hotels to Alfa Leisureplex Group for an undisclosed sum.

It will become the 22nd hotel in the group.

Contracts for the sale were exchanged this week with completion due on April 3.

The four-AA-starred, 95-bedroom Norfolk Royale has been owned by Peel Hotels since 2010.

It has undergone a multi-million pound refurbishment programme in recent years.

Robert Peel, Chairman of Peel Hotels, pictured left, told Dorset Biz News that he was “very sad” to see the Norfolk Royale go but that the sale was required to help clear the company’s debt.

He said: “The Norfolk is a lovely hotel and has been a very good contributor for us.

“It has an excellent manager and staff.

“I’m very sad to see it go but it will be in good hands with the new owners.”

Alfa Leisureplex Group encompasses Alfa Travel, Alfa Coaches, Leisureplex Hotels and David Urquhart Travel.

The employee-owned business has more than 650 staff at 30 locations across the country.

Emma Russell, Managing Director of Alfa Leisureplex Group, pictured, 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 and providing that Leisureplex experience that our guests know and love.

“This purchase, along with a multi-million 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.”

Alfa Travel offers coach holidays to resorts in the UK, Ireland and Western Europe alongside sister brand, David Urquhart Travel, which joined the group in 2020.

Alfa also has 21 seaside hotels while Alfa Coaches, established in 1996, owns and operates a fleet of 50 Mercedes Benz touring coaches.