SOUTHEND’S popularity as a seaside destination has been proven by the increase in boutique hotels popping up in the town.

The former Raymond House care home, in Clifton Terrace, which is part of the conservation area, is in the middle of a £2.5million transformation to become a luxury 37-bedroom hotel.

Seven Hotel, as it will be called when it opens its doors, has now submitted a licensing application to Southend Council, detailing its intended opening hours.

The plans, which include permission for the bar to remain open until 1.30am on New Year’s Eve, is recommended for approval by council officers.

Sadiq Chikte, one of the business partners behind the hotel, has said things are progressing nicely and they hope to be open by the summer, but nothing is set in stone.

He added: “Everything is going really well. We are just in the process of moving everything in, including all the furniture. We’re excited for the opening.”

Developers behind the Seven Hotel say they believe there is a “high demand” for upmarket accommodation and it will be the latest upmarket offering for tourists visiting the seaside town.

The popular Roslin Hotel, which is situated in Thorpe Esplanade, Thorpe Bay, has recently revealed plans to expand in a bid to make its existing bedrooms more spacious and luxurious.

Jacqui Dallimore, managing director of the Roslin Beach Hotel, said the town’s popularity was due to a lot of hard work in recent years turning it into a “go to” destination.

She added: “We get people staying with us for a break, and then get their friends ringing up saying they want to come too, so we get a lot of repeat business.

“Southend now has so much to offer, with the Sealife Adventure now having penguins and meerkats and Adventure Island.

“People want something a bit different from a hotel and boutique hotels are more unique.

“We were fully booked last weekend so there is definitely a market for another hotel.

“I always welcome another one opening up - competition can only be a good thing.”

She said that the Southend Tourism Partnership was working with train provider c2c and Southend Airport to encourage more people to come to the town, too.