East Sussex Fire and Rescue Service issued a first statement this afternoon to update the public on the fire. 

It read: “East Sussex Fire and Rescue Service received repeat calls at 3.11pm on 23 December 2025 to reports of smoke on the 4th floor of the Imperial Hotel, First Avenue, Hove.

“Crews are in attendance and as of 3.45pm have confirmed there is a fire in a room on the 4th floor.

“They are using one main jet and two breathing apparatus as well as the aerial ladder platform.

“No casualties have been reported and people are being evacuated from the hotel.

“Police and ambulance have also been alerted.

“Because the building is a high rise, Joint Fire Control have sent multiple fire engines to the scene.

“Please avoid the area while we work.”