12 June 2025
With the launch of the newly-renovated Imperial Hotel in Tenby last month, Pembrokeshire welcomes a fresh chapter in coastal luxury. The historic seafront building has been transformed into a stylish retreat that blends timeless character with modern elegance. From beautifully refurbished rooms to a brand-new restaurant and a warm, family-friendly – and pet-friendly – atmosphere the hotel is set to become a standout destination on the Welsh coastline. To get a behind-the-scenes look at the transformation, we caught up with two of the team members helping bring the new Imperial Hotel experience to life.
- Who you are and what do you.
Kaye and Amelia work for Crest Hotels, Kaye is Group Director of Sales and Amelia is the Group Marketing Executive.
- Why did you choose to take over a business in Pembrokeshire
As part of the Crest portfolio, we already have a fantastic property in Mid-Wales - the Metropole Hotel. Expanding further into Wales felt a natural next step, with Tenby a well-loved and landmark location in South Wales.
Many of our team hold a deep connection to Wales, and Tenby particularly, having fond memories of holidays here as children. Therefore, the Imperial Hotel felt the perfect fit for the Crest family.
Tourism is at the heart of Pembrokeshire and we are delighted to now be part of that story as we step into a new era of Imperial Hotel’s legacy.
- What's your favourite thing about Pembrokeshire.
Kaye: The Pembrokeshire landscape is stunning, and I have loved exploring the beaches and charming towns throughout this journey. However, what has made this so special for me has been the warmth of the community. The support and excitement from locals and businesses in Tenby and the wider Pembrokeshire area has been amazing, most recently at the Visit Pembrokeshire AGM and Tourism Summit.
Amelia: I’ve holidayed in Tenby all my life, so Pembrokeshire holds a special place in my heart. I love how at peace this coast makes you feel, especially on a long walk in the sunshine – a favourite of mine being the Bosherton Lily pads trail. I am proud to be working for the relaunch of Imperial Hotel (and it’s a brilliant excuse to spend even more time in Tenby!)
- Tell us something about your business that people might not know.
The Imperial Hotel is an exciting addition to Crest Hotels Group. Crest Hotels is a privately owned collection of 9 unique properties, each with their own story. Something you may not know is what sets Crest Hotels apart - our commitment to preserving the character of each of our hotels.
As we presently are with Imperial Hotel, we want to thoughtfully invest in each property's futures. Another example of this is our Feathers Hotel in Ludlow, where a full refurbishment has brought new life to the property whilst maintaining its iconic Tudor façade and period features.
- Is there anything that makes your business unique
The Imperial Hotel is unique within the group as the only seafront hotel, boasting panoramic views of Tenby South Beach.
Within Tenby, we stand out for our location but also for the experience we offer, not only for our guests but their four-legged companions too. We are a dog-friendly, welcoming both in-house and non-residents, so your perfect pooches can relax, whether that be in the comfort of our bedrooms or lounging in the sun on our outdoor terrace. The Imperial Hotel is a place where all can come to truly unwind.
- What can people expect from a stay at the new Imperial Hotel
At the reimagined Imperial Hotel, we promise more than a getaway, but an immersive experience. From the moment you arrive, expect warm Welsh hospitality at every turn. Our thoughtfully restored bedrooms, including elegant sea view options, have been designed with contemporary luxury in mind. They offer premium touches such as Hansgrohe bathrooms, Smeg fridge and kettles, Dyson hairdryers and Sleepeezee beds. And of course, a taste of Wales – with complimentary Welshcakes in every bedroom. Dine in style, overlooking unrivalled views of the Tenby South Beach, or why not sip a cocktail on our terrace just moments from the sand. We are steps away from the town or the coast, perfectly placed for both relaxation and adventure. Whether you are looking for a family getaway with your pup, a romantic escape or anything in between – The Imperial Hotel has an experience waiting for all.
For more information on the Imperial Hotel contact:The Imperial Hotel, The Paragon, Tenby SA70 7HR | Phone: 01834 843737
