Good car park, signposting to entrance could be improved

The car park appeared to be in the basement of the Collingwood Hotel. The car park itself was sufficient however it was difficult finding the entrance from the road. It certainly wasn't obvious from the signposting but after a couple of loops around the hotel, we managed to find it and gain access.
The parking itself was easy to book; the staff in the hotel were very friendly (it's necessary to check in at the hotel reception upon arrival to collect a parking permit) and staff were aware of our booking and our car was entirely safe for the duration of our stay which was only one day for the Bournemouth Air Show. It was a short walk down the hill to the town centre. We would park here again when visiting the area and would recommend it.