Proposed new homes and hotel

Land to the west of Glasfryn Road, St Davids

Views of the hotel

Your questions on the hotel answered

A number of questions were raised at the informal consultation about how the Premier Inn hotel will operate during the informal consultation.  This page seeks to answer the most popular questions. Click the questions below to view the answers.

Please email James.Anderson@turley.co.uk or call 0808 168 8296 directly if you have any other questions that are not covered below and we will do our best to answer them.

There are two Premier Inn hotels in Pembrokeshire at Haverfordwest (a 60-bedroom Premier Inn) and Tenby (a 61-bedroom Premier Inn). Both hotels are popular and are trading at an above the average occupancy rate for all Premier Inn hotels.

Across these two hotels 52 jobs have been created and recruited for locally including 21 at Haverfordwest and 31 at Tenby.

Demand for Premier Inn bedrooms is increasing in traditional ‘leisure’ destinations such as National Parks and seaside locations. Whitbread is seeking to secure planning permission for a new 63-bedroom Premier Inn hotel in St Davids on the back of this demand and the popularity of the Haverfordwest and Tenby Premier Inn’s.

The Premier Inn hotel will diversify the accommodation offer in St Davids, increasing choice for visitors. The Joint Applicants do not believe a larger hotel will have a negative impact on existing hotels and B&B’s.

Planning policy also encourages greater choice of accommodation in the National Park. Based on published national and local tourism strategies and planning policy, the lack of ‘serviced’ hotel accommodation in St Davids is a weakness relative to other UK tourism destinations.

The hotel accommodation (63 bedrooms) will replace serviced hotel accommodation that has been lost and rationalised in recent years in and around St Davids: Whitesands Bay Hotel; St. Nons Hotel; Glan-y- Mor; and Twr Y Felin Hotel. Approximately 55 bedroom spaces have been lost, meaning that the net ‘increase’ brought about by the proposal is approximately 8 bedrooms.

Action and priority is recommended by the strategies to establish more accommodation including a range that is available to meet varying visitor needs. There is also a particular need to improve the overall quality of serviced accommodation, and to attract visitors outside of the peak season.

An independent Economic Statement submitted as part of the planning application has calculated the predicted economic benefit of the hotel to St Davids and the wider Peninsula. It is anticipated that more than 40,000 guests will stay at Premier Inn St Davids throughout the year.

These guests are expected to spend an additional £1.5 million in the local economy every year as they eat and drink out, visit local attractions and enjoy the leisure attractions and experiences that the Peninsula has to offer.

The hotel will also create approximately 20 permanent year-round jobs and will support 11 jobs in the tourism and leisure sectors as a result of the increase in visitor expenditure. The Economic Statement can be viewed here.

Premier Inn hotels do follow a seasonal pattern of guest stays but they fluctuate less significantly than independent hotels and guest houses.

Premier Inn St Davids is therefore expected to bring new visitors to St Davids during quieter months of the year rather than competing for existing levels of trade during the off-season. When Premier Inn hotels become full, site managers regularly divert customers to local hotels, guest houses and B&Bs.

Premier Inn is a family offer. Given its location, the majority of guests staying at Premier Inn St Davids are likely to be leisure visitors. This is important as it influences the length of guest stays and the number of guests staying per room.

A 63-bedroom Premier Inn hotel is proposed in St Davids. These bedrooms will be a mixture of double, twin, family and universally accessible bedrooms. All Premier Inn bedrooms feature king-sized beds and the family and twin rooms also include single sofa-beds.

This is not the case. Each planning application is considered on its merits. Should the Glasfryn Road application be granted planning approval, it will have no bearing on the outcome of subsequent planning applications in St Davids and the Pembrokeshire Peninsula.

A ‘small format’ Premier Inn hotel is proposed in St Davids. Small format Premier Inn hotels have small restaurant areas which are designed to cater primarily for guests’ breakfasts. They also serve light meals in the evening.

The in-house restaurants are not designed to compete with existing restaurants, pubs and cafés. These establishments are likely to benefit from increased trade as guests of the hotel go out to eat, drink and be entertained. The city centre is within convenient walking distance of Glasfryn Road.

Premier Inn St Davids will create approximately 20 permanent year-round jobs. Premier Inn recruits locally at all its new hotels and offers full- and part-time job opportunities.

At the Tenby and Haverfordwest Premier Inn’s, all staff were recruited from the local area. In Aberystwyth, all but one team member was recruited from outside of the business.

Premier Inn is particularly keen to offer employment to those who are not currently working, studying or in employment. Recruitment at the hotel will commence approximately three months before it opens.

The hotel comprises a latest generation 63-bedroom Premier Inn hotel. So as to create an attractive frontage onto the A487 the design includes 66 on-site car parking spaces placed behind the hotel.

The hotel is largely two-storeys in height with an additional height at the corner of the building to create a ‘gateway’ design feature – as required and encouraged by the National Park Authority and the Design Commission for Wales.

The elevations have been ‘broken up’ to suit the geography of the site and create varying roof heights. In addition, rectangular windows, with ‘dormer’ roof features, create simple attractive elevations and a pitched roof suits the context of the site. The scale and form of the hotel is not materially different to housing that would otherwise be built on the site.

The signage and exterior lighting strategy for the hotel will be agreed with the National Park Authority as part of the planning of the site. Whitbread has considerable experience of designing signage and lighting strategies for its hotels across the country