James Brunt, director at Gryphon Leisure, said: 'We have chosen Wales, and Carmarthen in particular, as we feel that there is a huge opportunity to develop a luxury bedstock there, and because, as a company, we have more than 30 years' experience within the county.'

Gryphon said it wanted to make the hotel a five-star design-led property with a destination spa. Spa facilities at the hotel will be designed by leading spa company E'Spa. Other features will be state-of-the-art conference and banqueting facilities for up to 500 delegates, fine-dining restaurants, coffee shops, health food bars and a health and fitness club. Gryphon added that it would be an environmentally friendly "ecotel" that would recycle its water and use solar energy.