CLASSIC British Hotels’ new partnership with Crest Hotels Group includes the 51-bedroom Imperial Hotel in Tenby, a spectacular coastal sea-view hotel that recently underwent a £3million renovation.

All nine distinctive properties within the Crest Hotels portfolio have officially joined Classic British Hotels, bringing 674 beautifully appointed bedrooms into the fold.

Powered by the CBHUB, Classic British Hotels will provide the Imperial Hotel with global distribution, robust demand generation, and seamless access to its agency and corporate commercial partnerships. Driven by a dedicated commercial team, this partnership is set to deliver sustained, long-term growth.

The addition of the Imperial Hotel, as well as the wider Crest Hotels portfolio injects vibrant new locations into the Classic British Hotels UK collection, with a diverse array of historic manor houses, coastal retreats, and strategically located business hotels.

Jason Hiley, Managing Director at Crest Hotels Group, commented: “Our mission has always been to build a guest-centric portfolio of hotels that exude personality and character. Aligning our entire collection including our Imperial Hotel in Tenby with Classic British Hotels is the perfect next step for our group. It allows us to retain the completely independent identity and unique charm of each property while benefiting from the robust marketing, distribution, and sales reach of a highly respected national brand. We look forward to a brilliant collaboration.”

For more information on the Imperial Hotel, visit www.imperialhoteltenby.co.uk .