The George Hotel

This handsome sepia‑toned view presents The George Hotel on Market Place, Swaffham, Norfolk, as it appeared around 1930. The three‑storey, stucco‑faced façade features dormer windows set into a hipped slate roof, wrought‑iron window boxes, and classical pilasters flanking the central entrance. To the left, Lanes Café advertises “ICES • MINERALS • TEA • GARDEN,” while a distinctive RAC‑branded telephone kiosk and directional signpost point motorists towards Lynn (15 miles) and Norwich (28 miles)—testament to the hotel’s role in Britain’s burgeoning motoring culture.

Historical Context
By the interwar years, The George had evolved from a medieval coaching inn into a popular stopping‑point for Royal Automobile Club members touring East Anglia. Swaffham itself—an ancient market town on the A47 arterial road—benefited from increased car travel and holiday traffic, leading establishments like The George to advertise “Phone Swaffham 58” for reservations and road‑side assistance.

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