A campaign group has released alternative plans for the redevelopment of Bath Street in St Helier.
Save Jersey's Heritage says its strategy would allow the building of a new Premier Inn while retaining the street's historic buildings.
The team opposes Le Masurier's current plans, which involve the demolition of two Regency houses and the creation of a hotel and apartments on the site.
Le Masurier's plans are due to be considered by the planning committee later this month, but Save Jersey's Heritage says they go against the Island Plan.
In the Save Jersey's Heritage plans, the Premier Inn is moved to the centre of the site, behind the retained and repaired historic buildings. The group say keeping the listed buildings would allow the hotel to use the grand reception rooms for commercial purposes - in the same way as Premier Inn does on many of its sites in the UK.
Six years ago, SJH led the campaign to save the historic shops in Dumaresq Street and Pitt Street which the Co-Op proposed to demolish for the Island's first Premier Inn. After a long planning battle, the buildings were saved and incorporated into the development before being restored by the National Trust for Jersey.