A LANDMARK seafront hotel could be demolished under new plans.

AJ Developments Ltd wants to knock down the Hotel Riviera at 5 West Cliff Gardens, Bournemouth, which is one of the more prominent buildings viewed from West Cliff Green.

If approved by council planners, the scheme will see a five-storey block of 13 flats, 10 three-bed and three two-bed, built in its place.

The current building dates back to the 19th century, when it was St Margaret’s Hall and housed a school or “educational home for gentlemen’s daughters”.

It has been in use as a hotel for more than a century. However, in its planning statement the developer says the loss of the building is justified.

“The conservation area appraisal has designated the Hotel Riviera building as being a neutral building,” the heritage statement says.

“This denotes Hotel Riviera as neither enhancing nor detracting from the character or appearance of the Poole Hill and West Cliff conservation area.

“A neutral designation can result from a lack of defined style or age or due to alterations which may have impact the original character of the building.”

The firm says extensions and alterations to the building over the years have “severely impacted its visual presence when viewed in the context of more attractive buildings in the locality”.

“In truth, the existing building appears visually disconnected from its neighbouring properties on West Cliff.

“The demolition of St George Hotel on the adjacent site has perpetuated this sense of disconnection and isolated the property further.”

There are no objections thus far.