Police officers and firefighters have told the public to listen to instructions at the scene of the major fire in Bridlington this afternoon.
Dozens of emergency service personnel remain at the scene at the Londesborough Hotel in West Street, and neighbouring properties have been evacuated.
See a video of the fire here
Police have Tweeted: "A cordon is in place and the road is closed for public safety/access of emergency vehicles. Please avoid the area where possible."
Read our interview with the man who raised the alarm
Humberside Fire and Rescue have Tweeted: "Please avoid the area if at all possible and leave plenty of space for emergency vehicles to get through.