Jim Parker: World brands like what they see with Torquay harbour hotel plan

The public/private sector partnership hoping to deliver a four or even five-star boutique hotel on Torquay harbourside have had their strongest indication yet that they may just pull it off.
Cries of ‘why do we need another hotel’ and ‘we don’t need another hotel’ have resounded ever since Torbay Council and developers Willmott Dixon and Milligan earmarked what is currently the empty Debenhams store and a couple of other adjoining buildings for the luxury hotel development.
But it has been revealed that there has been ‘strong interest’ from leading hotel brands and operators, signalling a promising new phase for the town’s most prominent waterfront site. And, although details aren’t being revealed for commercially sensitive reasons, I gather we are talking about some of the world’s biggest and most famous hotel brands here.
The council says that despite Torquay having a good stock of hotel accommodation, the market has delivered a ‘clear verdict’ on what is still needed.
“With over 96 per cent of existing hotel rooms in Torbay positioned in the economy to upper midscale sectors and only 15 rooms currently classified as upscale, the area is significantly underserved at the higher end of the market,” says the council and developers in their latest press release.
They say the proposed circa 154-key hotel, featuring 121 rooms and 33 suites, aims to fill that gap with a premium offering that could catalyse further development to serve a new demographic attracted to the town.
The site, 7-14 The Strand, has long been earmarked for redevelopment. Previous proposals for residential use were deemed unviable, risking stagnation in an area that desperately needs investment.
The hotel scheme is now seen as the most ‘feasible and impactful route forward’. Commercial real estate firm Colliers is leading the brand and operator search for the proposed redevelopment.
The press release says that over the summer, the development team has engaged with the public, local businesses, local schools and South Devon College seeking feedback on the proposals.
Central to the proposal is a large, eye-catching public stairway connecting the Strand with The Terrace, improving access to the harbour for those using the harbour car park and Hilton and Premier Inn guests.
The hotel will anchor a mixed-use development that includes ground floor commercial units as well as a brasserie-style restaurant, rooftop bar, fitness room and event space. The food and beverage offering will showcase local produce, delivering a “Best of Devon” experience.
The developers partnership say the rooftop bar, accessible from The Terrace, is designed to become a destination in its own right, offering panoramic views of Tor Bay.
Torbay Council deputy leader Chris Lewis, whose portfolio includes the Bay’s regeneration programme, says The Strand — already boasting a new Piazza-style look complete with Dame Agatha statue — is a “very important frontage for the town,” and the hotel is a key component of this strategy.
The area’s connectivity — just five minutes from Torquay’s station and 40 minutes from Exeter Airport — adds to its appeal for both leisure and business travellers.
Beyond tourism, the hotel is expected to generate year-round employment and training opportunities, particularly in hospitality management. It will also support local businesses through increased footfall and complementary services.
“Interest from major hotel operators is a strong signal that Torquay is on the rise,” said Stuart Harris, chief executive officer at Milligan.
“The Strand offers a unique opportunity to deliver a high-quality development that benefits both visitors and the local community.”
Chris Wheeler, regional head of land and development at Willmott Dixon, said: “This project represents a pivotal moment for Torquay’s waterfront. By transforming The Strand into a vibrant, upscale destination, it will unlock long-term economic and social value for the community.
“The interest from leading hotel brands confirms the site’s potential, and we’re proud to be working alongside Torbay Council and Milligan to develop a deliverable scheme that will elevate the town’s appeal for both visitors and residents.”
Cherise Smith, from Colliers’ Hotel Advisory Services, added: “We know that the development of a new quality hotel along The Strand will be hugely popular thanks to the area’s strong leisure tourism market and current supply limited to budget and mid-range offerings.
“We’re thrilled to be working with the Willmott Dixon and Milligan Regeneration Partnership to deliver a scheme which will complement the wider regeneration strategy of Torquay, and are excited that many major brands and operators are also interested in getting involved.”
The partners say that with occupancy rates rebounding post-pandemic, the local hotel market has shown resilience and growth.
“The proposed hotel is well-positioned to build on this momentum, offering a new standard of accommodation that reflects Torquay’s aspirations as a modern, inclusive, and economically vibrant coastal town,” they say.
Cllr Lewis added: “Our development partners always thought we would get a big response.
“When we go to meetings we are asked ‘why does Torbay and Torquay need another hotel?’ We have been proved correct.
“The big hotel chains are not going to be considering looking at Torquay or Torbay if they didn’t think it was going to be a success.
“If we had had little response we would have been worried but this shows there is a market for this type of hotel.”
He said the hotel and harbour regeneration could have a ‘knock-on effect’ at the bottom end of town — where the future strategy is to push retail and leisure down from the top end — including the Fleet Walk area.
“People once saw Torbay as a basket case. But we are investing in the Bay and now other people want to invest in the Bay. They can see the Torquay vision and that we mean business. To have a vibrant town you have to start at the start,” said Cllr Lewis. It snowballs because everybody wants to get in on the action. We needed to start the ball rolling. We have started that ball rolling.”

It was the Fragrance group who showed huge confidence in the English Riviera and its branded hotel empire by delivering the Ibis and Mercure hotels on Paignton seafront.
Martin Rodgers, Fragrance’s man in the UK, has revealed their third hotel, the Indigo at Corbyn Head on Torquay seafront, isn’t far from opening after a string of delays.
He says: “The practical completion for the hotel is September 30. That is when the builders hand us the hotel. It should be open at the end of October or early November.”
The hotel seems to have lost its overtly-orange look as well.
And as far as the two Paignton hotels go, business has been booming, so much so that Mr R was ‘chucked out’ the other day because both were full…