25-05-2025
- Business
- Pembrokeshire Herald
The Imperial Hotel reopens after stunning refurbishment
Tenby's iconic seaside hotel restored to its former glory
THE IMPERIAL HOTEL in Tenby has reopened following a major refurbishment, restoring one of Wales' best-loved coastal landmarks to its former splendour.
Now under the ownership of Crest Hotels Group, the Grade II-listed building has undergone a comprehensive transformation blending 19th-century heritage with contemporary luxury. With its position overlooking South Beach, the revamped hotel boasts redesigned rooms, a stylish new lounge, and the launch of a modern dining experience, Essence, offering sweeping views across Carmarthen Bay.
Crest Hotels acquired the property in 2024 and have since delivered what they describe as a 'sensitive but ambitious' restoration. Every element of the upgrade respects the historic character of the building, while bringing it in line with today's expectations for comfort and quality.
Tracy Webb, General Manager at the Imperial Hotel, said: 'Crest Hotels has given this hotel what it deserves. The refurbishment is beautiful and will have a hugely positive impact on Tenby. With the new spa and gym opening next year, it will bring something a bit different to the town.'
All guest rooms have been redecorated in sea-inspired tones of blue and green, and now feature high-end fittings including Hansgrohe power showers, luxurious Sleepeezee beds, air conditioning, and high-speed internet. Substantial improvements have also been made to the bar, restaurant, and the hotel's iconic seafront façade.
The new restaurant, Essence, champions Welsh produce and caters for both residents and visitors. The menu includes everything from small plates to three-course meals, with local ales, craft beers, and bespoke cocktails. The hotel is also dog-friendly, providing canine guests with dog biscuits while their owners enjoy complimentary Welsh cakes.
Tracy added: 'The aim is for the Imperial to be as busy in winter as it is in summer. Tenby is such a special place — it means holidays, happiness, sunshine. South Beach has always been my favourite since childhood, so to work here with that view every day is amazing.'
Jason Hiley, Managing Director of Crest Hotels, said: 'We want to reclaim the Imperial as the place to go in Tenby — a hotel that locals and visitors alike are proud of. It needed some tender loving care, and we've brought back the style and elegance it always deserved.'
Tenby remains one of Wales' most popular holiday destinations, known for its colourful harbours, golden beaches, and rugged coastal walks. The Imperial Hotel offers a prime base for exploring the wider Pembrokeshire coast, including landmarks such as Carew Castle, Caldey Island, St David's Cathedral, and the National Botanic Garden of Wales.
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