Since being taken over by new owners a year ago, extensive work has been carried out at the Imperial Hotel in Tenby, and there’s much more to come…..
The view from the rear terrace of the Imperial Hotel in Tenby(Image: Media Wales)
It’s one of Wales’ best known hotels with views to die for of one of the country’s most treasured sights in what is many people’s favourite seaside town.
And now it has officially unveiled an extensive refurbishment which bosses hope will restore the venue to former glories which saw it become one of the most iconic in Wales for more than 100 years.
The Imperial Hotel in Tenby is now 120 years old, having opened as a hotel back in 1905. Situated on the Paragon just around the corner from the Esplanade in the town centre, the hotel’s rear is built above the cliff face and directly overlooks South Beach, one of the most recognisable in Wales.
The hotel overlooks Tenby’s famous South Beach (Image: WalesOnline/Rob Browne)
The building’s history actually dates back further than the start of the 20th century. It originated as a terrace of houses known as Belmont Houses, before being owned by the Earl of Limerick around 1870. From superstar gigs to cosy pubs, find out What’s On in Wales by signing up to our newsletter here.
Transformed into a hotel in 1905, the Imperial has stood proudly in its idyllic spot ever since, with a lounge overlooking the cliffs and the sea below added in the 1920s. From superstar gigs to cosy pubs, find out What’s On in Wales by signing up to our newsletter here.
Inside the new and improved Imperial Hotel (Image: WalesOnline/Rob Browne)
Now, the hotel is undergoing another huge transformation. Having been put up for sale last year with an asking price of £2.5m, the venue was purchased in May, 2024, by Bristol-based Crest Hotels which owns nine such venues in total in England and Wales, including the Metropole Hotel and Spa in Llandrindod Wells.
With almost 60 rooms, the Grade-II listed Imperial Hotel has been the subject of ambitious plans resulting in huge upgrades to not just the guest rooms – many of which offer ocean views – but the bar and restaurant area, as well as the front of the building.
One of the newly refurbished rooms(Image: WalesOnline/Rob Browne)
A year on from Crest Hotels’ purchase, the new owners have launched their vision for the public to see. And there’s much more to come – the multi-million pound revamp will be completed next year with the opening of a luxurious spa boasting a steam room, sauna, jacuzzi, and a state-of-the-art gym.
“This has always been an iconic place in Wales,” said Mark Wylde, director of guest experience at Crest Hotels. “Both the managing director and myself know the Imperial so when the chance came up to take it over we jumped at it.”
Work being carried out to transform the hotel (Image: WalesOnline/Rob Browne)
He added: “What we wanted was a four-star hotel which was accessible to all. We wanted to create a social space with that view (points outside overlooking South Beach), undisturbed, for people to come and relax and enjoy. We want to raise the bar in terms of restaurants, hotels and bars.
“We as a company always keep an eye open and think ‘can we?’ and then jump on the opportunity if we can. Everyone in south Wales knows of the Imperial Hotel. I’m from Cardiff and in east Wales everyone knows Tenby as a destination. We want to have something unique with a really relaxed environment and atmosphere.”
One of the en-suite bathrooms (Image: WalesOnline/Rob Browne)
As well as providing THAT view, the Imperial is dog friendly and will even offer its K-9 guests a pack of dog biscuits to enjoy in their room as their owners tuck into the complimentary Welsh cakes.
In the new restaurant, a comprehensive menu is on offer to guests and members of the public, ranging from small plates to a full three-course meal.
The new rooms are ready to welcome guests in time for the summer season (Image: WalesOnline/Rob Browne)
“We want to reclaim the Imperial Hotel as the place to go in Tenby that everyone knows and is proud to have here,” added Mr Wylde. “The hotel has needed some tender loving care for a number of years and I think we’ve put the style and elegance back into it and made it the place it was always meant to be.”
With the summer holiday season just around the corner, the new owners’ timing could not be better in terms of its revamp launch, with Tenby proving as popular and as busy as ever after the hardship businesses in the hospitality sector endured during and after the Covid-19 pandemic.
The hotel’s general manager, Tracy Webb(Image: WalesOnline/Rob Browne)
“It did need some tender loving care and Crest have given it what it deserves,” said Tracy Webb, who has been the hotel’s general manager since before it was bought by the group last year.
“It will have a very positive impact on Tenby. With the spa and everything else in place it will provide something a bit different in the town. I came to work here at the back end of Covid and there has been an increase in visitors to Tenby year on year, and I think things will continue to boom.”
People enjoying the May sunshine in Tenby, a town that promises to be as busy as ever in 2025(Image: WalesOnline/Rob Browne)
She added: “The aim for us is for the Imperial to be as busy in the winter as it will be in the summer, and the new spa when it opens will play a key role in that. Tenby is special because it means holidays, happiness, sunshine.
“It has a vibe, it has beautiful scenery. South Beach has always been my favourite since childhood so coming to work here and having that view on my doorstep is amazing.”
The Imperial Hotel is open for business with its new restaurant, bar and lounge area, together with new and improved guest rooms. The new spa is expected to open in 2026.