A New Era For Great Yarmouth Hospitality
New Investment Signals Confidence in Great Yarmouth Tourism as Imperial Hotel Director Acquires Former Burlington Hotel.
Great Yarmouth’s tourism sector has received another vote of confidence following the acquisition of the former Burlington Hotel by Grant Smith, Hotel Director and part-owner of the Imperial Hotel.
The seafront property, located alongside the award-winning Imperial Hotel overlooking Great Yarmouth’s North Beach, has now entered an exciting new chapter as Imperial Lodge and is already welcoming guests following its acquisition earlier this spring.
The investment marks a significant milestone not only for the Imperial Hotel family, but also for Great Yarmouth’s wider visitor economy, strengthening accommodation capacity and supporting the town’s growing appeal as a year-round coastal destination.
New Investment Signals Confidence in Great Yarmouth Tourism as Imperial Hotel Director Acquires Former Burlington Hotel.
Great Yarmouth’s tourism sector has received another vote of confidence following the acquisition of the former Burlington Hotel by Grant Smith, Hotel Director of the Imperial Hotel.
The seafront property, located alongside the award-winning Imperial Hotel overlooking Great Yarmouth’s North Beach, has now entered an exciting new chapter as Imperial Lodge and is already welcoming guests following its acquisition earlier this spring.
The investment marks a significant milestone not only for the Imperial Hotel family, but also for Great Yarmouth’s wider visitor economy, strengthening accommodation capacity and supporting the town’s growing appeal as a year-round coastal destination.
A New Era for Great Yarmouth Hospitality
Imperial Lodge brings 28 additional bedrooms into the Imperial family, broadening the accommodation offer available in Great Yarmouth and creating greater capacity for visitors, group travel and coach tourism.
Designed to offer comfortable, quality accommodation with traditional seaside charm, Imperial Lodge caters for solo travellers, couples and families seeking value and convenience, while also benefiting from access to the neighbouring Imperial Hotel’s facilities, including reception services, restaurants and bar.
The expansion also enhances Great Yarmouth’s ability to welcome longer-stay visitors and support continued growth across the local tourism sector.
Grant Smith said:
“Imperial Lodge represents an exciting new chapter not only for the Imperial Hotel family, but also for Great Yarmouth. Tourism remains the lifeblood of our town and we believe strongly in investing locally and creating reasons for visitors to stay longer and return more often.
The acquisition allows us to preserve an important seafront property, expand our accommodation offering and continue building on the hospitality standards and reputation established by the Imperial Hotel over many decades.”
Investing in Tourism, People and the Future
Beyond increasing visitor accommodation, the investment reflects the Imperial team’s ongoing commitment to local employment, hospitality careers and long-term growth within the resort.
The Imperial Hotel has built a strong reputation for recruiting locally, supporting apprenticeships and working alongside colleges and training providers to encourage young people into hospitality and tourism careers.
As Imperial Lodge develops, the expansion is expected to create further employment opportunities while continuing the business’s investment in training and professional development.
Grant added:
"Just as importantly, this investment is also about people. As Imperial Lodge grows, we will continue creating opportunities for local people to build rewarding careers in hospitality. We are passionate about supporting young people into the industry and investing in training, apprenticeships and long-term development.”
Building on Decades of Hospitality Heritage
Imperial Lodge joins a hospitality business with deep roots in Great Yarmouth.
The Imperial Hotel has welcomed guests since the 1930s and remains one of Norfolk’s best-known independent hotels. Originally operated by three generations of the Mobbs family, the hotel was transformed over several decades by Nick and Aileen Mobbs, evolving from a two-star operation into the much-loved four-star coastal hotel guests know today, home to the resort’s only two AA Rosette restaurant.
In 2023, following a carefully planned succession strategy, the Imperial Hotel transitioned to an Employee Ownership Trust, safeguarding its independence while also enabling long-serving Hotel Director Grant Smith to remain at the helm.
Imperial Lodge represents the first major expansion under this new era of leadership.
A Perfect Base to Explore the Norfolk Coast
Situated at the quieter northern end of Great Yarmouth’s seafront, Imperial Lodge enjoys views across North Beach and the iconic colourful beach huts, providing guests with an ideal base to explore both the Norfolk and Suffolk coastlines.
Several rooms have already undergone refurbishment, with further investment planned as long-term development plans progress.
With a strong summer season ahead and bookings already arriving, Imperial Lodge will operate throughout 2026 while enhancement works continue in phases.
Grant said:
“We are already seeing encouraging demand and are delighted to be welcoming guests. The focus now is on delivering a warm, enjoyable experience this season, with further investment planned over time as we continue to develop the property.”
Strengthening Great Yarmouth’s Visitor Economy
The acquisition of Imperial Lodge reinforces confidence in Great Yarmouth’s future as a thriving coastal destination.
By increasing visitor capacity, expanding accommodation choice and creating opportunities for employment and skills development, the investment supports the town’s continued growth and helps strengthen its position as a destination for year-round tourism.
For the Imperial Hotel family, it also marks the beginning of an exciting new chapter — one built on heritage, hospitality and continued investment in Great Yarmouth’s future.