The Singapore-based Fragrance Group  has unveiled plans for a new £30m hotel on Blackpool Promenade. The state of the art, four star, 184 bedroomed hotel is proposed to be built on the site of the former St Chad’s Hotel which has been demolished. The hotel group already owns The Imperial Hotel and the Lyndene Hotel in Blackpool.

Martin Rogers, of the Fragrance Group, said: ‘Fragrance own hotels across three continents and investing in the tourism industry is core to the business. Our acquisitions in Blackpool over recent years show that we are committed to the area, and believe in its long-term potential. Because of this we are prepared to invest in high-quality hotel facilities which will improve the resort’s offer, attracting longer-term guests throughout the year and providing more than 40 permanent long-term jobs. The old hotel was no longer fit for purpose. It would have been uneconomic to attempt to refurbish it, and it could not have been brought up to the standards today’s guests expect. “The plans reflect a proposed investment of around £30m which we hope will prove to be a catalyst for a wider improvement of the Promenade and Blackpool’s offer to visitors. We are consulting with the hotel’s neighbours and other key stakeholders, and sharing our plans with the public before submitting an application for planning permission to Blackpool Council.’

The plans are available to view online at https://www.newhotelforblackpool.co.uk/ where there is also an opportunity for the public to offer feedback.

Images show am artist’s impression of the new hotel.