Alfa Leisureplex Group Limited agreed to acquire The Norfolk Royale Hotel from Peel Hotels Limited on February 3, 2023. Norfolk Royale Hotel will become part of Leisureplex Hotels' portfolio. The Alfa Leisureplex Group announced the hotel will become the latest addition to its existing hotel portfolio from April 3, 2023. Christie & Co. assisted Peel Hotels Limited to bring the property to market in April 2022.

Alfa Leisureplex Group Limited completed the acquisition of The Norfolk Royale Hotel from Peel Hotels Limited for £8.5 million on April 4, 2023.