Watergate Bay buys Cornish resort for Beach Retreats aparthotel

The team behind Watergate Bay hotel in Cornwall has acquired Sands resort in Porth to transform it into a self-catered aparthotel brand to be operated by its Beach Retreats business.

The 72-bed site will be developed into a coastal lifestyle aparthotel with plans to “redefine the shape of self-catering stays on the shoreline”.

Beach Retreats is the group’s holiday letting agency for self-catering accommodation on the South-West coast.

Development of a collection of studios and apartments is set to get underway in 2023 and includes plans for 24 new lodges to be built on the 11-acre site.

The venue is also set to have “high-end leisure facilities” and food, drink and entertainment experiences and activities in collaboration with local partners, from artisan bakeries to pop-up food boxes.

Former owner Nicholas Malcolm opened the resort in the 1970s as the first purpose-built family resort in Cornwall and now plans to retire.

He said: “Sands is very special to me, the hotel, the team, our guests. Retiring from something that has been such a significant part of my life has been a huge decision but is made easier by the knowledge that Watergate’s vision for the future carries on the legacy of innovation that has been the hallmark of my 45 years at Sands.”

Will Ashworth, chief executive of Watergate Bay hotel, said: “The domestic tourism market is changing. Following the seismic shift of 2020-21, many self-catering holidaymakers want more from their coastal breaks than solitude and similarity – but to date it’s a demand which has not truly been met in this sector. Through Beach Retreats we’re looking to change this and put Cornwall at the helm of the self-catering evolution.

“We are committed to an ethos of care, change and growth and are excited to bring the local community on the journey with us. As we will look beyond the seasonal holiday market to drive year-round demand, maximising occupancy and atmosphere, this will be a space for everyone to be involved and enjoy.”

Sands resort will remain open for bookings throughout 2023.

As well as Watergate Bay, the group’s portfolio includes Another Place, the Lake in Ullswater, Cumbria, with Amport House in Hampshire set to relaunch as Another Place, the Garden. The refurbishment of the venue is still at the planning stage.

A site in Hayle announced in 2020 was expected to be the first for the new aparthotel brand, however was delayed by the pandemic. Construction is expected to start in early 2023 for opening in 2024.