PLANS to convert a guesthouse in Llandudno into an aparthotel have been labelled “disingenuous” by the town council planning committee.

Wedgwood Hotel, at 6 Deganwy Avenue, could be converted into an aparthotel after plans were submitted to Conwy County Borough Council.

Kidderminster-based applicant Tom Deacon, of Effective Stays Ltd, has also proposed the hotel’s refurbishment and modernisation.

This would include the construction of a hip to gable roof, an entrance canopy, and a rear dormer.

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However, Llandudno Town Council called the plans “disingenuous”, adding that the proposal “does not meet the criteria for an aparthotel as it appears to be for a residential house”.

The town council has recommended the plans be refused.

The four-storey bed and breakfast, located in a “highly desirable location”, is currently made up of 11 rooms with capacity to cater for up to 22 guests.

Effective Stays Ltd’s proposal would see this increase to 12 studios/rooms which could cater for 31 guests, with self-service and a private kitchenette.

A planning support statement said the proposal would result in an aparthotel which would be “more suitable and popular for the modern tourism environment.”

The plans now await a decision by the county council’s planning committee.