How The Nici Is Reinventing The Great British Seaside

There are lamps made out of gold palm trees, hyper-colourful palm prints on chairs and neon signs on tropical wallpaper. Welcome to The Nici in Bournemouth, not your average British seaside hotel.

When the property first opened in 2022, after a £25 million revamp of the previous hotel (The Savoy, which had operated since 1912), much was made of its Miami-style vibes. Yes, there are flamingo statues at the pool, pleasing pastel-coloured sun umbrellas and pineapple-shaped cocktail glasses and, as fun as these are, in a way, these are the least interesting things about the hotel.

In short, The Nici has reworked the trad—and often tired—British seaside experience. The 30m outdoor, heated swimming pool, with candy-striped cabanas and a sandy beach area for children, transports you to a Riviera somewhere—whether it is French or English, it doesn’t matter, it’s cool; while at the all-day South Beach Restaurant, there are inventive cocktails, such as the Bergamot Spritz (with prosecco, Italicus and tonic water) and The Miami Swizzle (with Chartreuse Verte, Velvet Falernum, lime and pineapple), which seem to conjure up summer in a glass.

The hotel was founded by Harbour Hotels’ owner Nicolas Roach, a hotelier who is known for his refined take on seaside hotels in Dorset. Set on West Cliff, The Nici, however, adds an extra element of spice to the usual coastal-chic expectations.

One of its highlights are the sweeping ocean views and placing guests so very close to the beach, meaning you can step out the door and pad down to the sand via the zig zag path—go west for less crowds or east to explore the traditional Victorian pier. Many of the 88 rooms also have glorious sea views and, in contrast to the riot of pattern in the public spaces, have a quieter aesthetic. The all-white décor is simply highlighted with pops of colour, whether it is a bright green bedspread or a botanical print armchair. Bathrooms, meanwhile, are stocked with Malin + Goetz products and are roomy, with walk-in showers and standalone tubs. Some of the upper-floor rooms have French doors with balconies for sea breezes, while some ground floor rooms have their own hot tubs. Nice touches include in-room rum-cocktail-making kits and chunky Assouline books.

Since opening, the hotel has continued to build on its offering by opening new courtyard rooms, an outdoor activity centre, which means guests can enjoy boardwalk runs, paddleboard yoga and beach fitness classes, and a luxury spa. At the latter, there are 13 treatment rooms offering OYO CBD and Oskia therapies, as well as state-of-the-art Technogym equipment and wellbeing classes in the gym.

Meanwhile, last summer saw the launch of its second restaurant, Old Harry Rocks Bar & Restaurant—a relaxed space with vintage-style sofas, a central wood-burner and oversized rattan lighting. Overlooking Bournemouth’s lush coastline, with views of the Isle of Purbeck, it has a barefoot-beach feel, with outdoor dining for sunny days and djs at the weekend. The menu is just as eclectic as the interiors, and seems to bring together all the best holiday dishes you could wish for—from salty padron peppers and fresh sea bream ceviche to crispy monkfish goujons and rich lobster with a fresh melon salad and Amalfi mayonnaise (a highlight).

While it’s worth taking time out to explore Dorset’s spectacular Jurassic Coast, much thought has also been given to keeping guests on-property—from the poolside firepits to water sports equipment (such as kayaks) for hire. There are regular yoga classes and sound healing sessions on offer, as well as the new Coconut’s kids’ club, and for the inevitable rainy days, there is also a 13-seat cinema.

Whether it is the hotel shop, selling covetable pieces such as woven Jute beach bags by The Jacksons boutique in Notting Hill (these also line the walls like statement art in the lobby) or the new The Nici Club, whereby members can use hotel facilities, the feel here is one that is up-to-date and forward-thinking. Up next, is a new destination for the brand, with a hotel set to open in Newquay in early 2026. What’s more, plans are also afoot for a future Southampton site at the city’s waterfront Town Quay,

“Our distinctive lifestyle brand has already achieved remarkable success,” comments managing director, Łukasz Dwornik, “and I am excited to lead us into the next chapter—continuing to elevate our guest experience while expanding our footprint. Opening our doors in Newquay next year marks a significant milestone, and we look forward to bringing our unique blend of luxury hospitality to the UK hotel scene.”

alongside Coconuts, a new poolside kids’ club. These additions have solidified The NICI’s status as a standout year-round resort. .

Following its considerable success in Bournemouth, The NICI brand is now expanding, with its next destination set to open in Newquay in early 2026. Plans are also underway for a future Southampton site at the city’s waterfront Town Quay, signaling an exciting future for the brand.

Łukasz Dwornik, appointed Managing Director of The NICI Group in early 2024, brings nearly two decades of hospitality experience and has worked closely with Nicolas Roach.

Dwornik says of The NICI brand: “Our distinctive luxury lifestyle brand has already achieved remarkable success, and I am excited to lead us into the next chapter—continuing to elevate our guest experience while expanding our footprint. Opening our doors in Newquay next year marks a significant milestone, and we look forward to bringing our unique blend of luxury hospitality to the UK hotel scene”