Owners Scott and Liz Carlucci have spent the last year making changes to offer guests and visitors even more when they reopen following the latest national lockdown.
When the property next door came up for sale the pair took the opportunity to expand the hotel, adding five new guest rooms
It comes following a surge in demand for staycations in the UK as coronavirus restrictions are eased and the uncertainty remains around international travel.
Scott, 50, who has owned the business for almost seven years, said: “Since the Government announced the roadmap we have had bookings come in every day as people become more confident and as more and more people get the vaccine.
"The property next door had been up for sale for a while and although we had contemplated expanding in the past, with Covid everyone was tentative at first.
"But we wanted to make sure that our staff felt confident about coming back to work and knowing that there would be jobs for them.
"We wanted to give them some sort of stability.
"We were really busy before Covid hit and were getting busier, so we decided to go for it.
“We love South Shields it is a fantastic town [so] we were happy to invest and be part of the community.”
As part of its investment in the town, The Clifton is also taking on three new apprentices through South Tyneside College who will work across all areas of the hotel gaining experience.
The expansion, which means that the hotel now boasts 17 rooms, has also seen the hotel invest in measures to make the hotel as safe as possible for guests during the pandemic.
They include keyless entry and contactless check-in/out, as well as Google Assistant in rooms to help answer visitor questions.
And when restrictions are eased on April 12 cafe visitors will also be able to enjoy sit outside on Ocean Road after the venue was granted a pavement licence.
Scott added: “We’re feeling positive.
"It has been a tough time, we need to make customers feel confident that it is safe to come back so we have taken all the steps we can to make them feel safe.”