Fattal Hotel Management Ltd. is expanding its luxury Herod's Palace Hotel brand to Tel Aviv. It will convert the Leonardo Plaza Tel Aviv to a concept hotel based on 1930s Tel Aviv. Fattal will invest NIS 60 million in the project.
Fattal will also establish a Herod's Palace Hotel in Jerusalem, at an investment of $100 million. The Leonardo Plaza Dead Sea will be upgraded and rebranded Herod's Palace Dead Sea Hotel, according to plans unveiled by Fattal Hotel owner David Fattal at a press conference at the Leonardo Plaza Tel Aviv.
Fattal Hotel became the owner of half the Herod's Palace Hotel Eilat when it acquired Azorim Tourism Ltd. from Shaya Boymelgreen last year. Yoav Igra owns the other half of the hotel.
The acquisition of Azorim Tourism added 12 hotels to Fattal's portfolio. The chain has 29 hotels in Israel and 34 hotels overseas under the Leondardo label. However, Fattal recently decided to expand the Herod's Palace Hotel label as its flagship brand, after surveys found that the Herod's Palace label was perceived as more prestigious, with brand qualities of quality, luxury, and pampering.
The Herod's Palace Hotel Tel Aviv will be a concept hotel with 330 rooms, based on the theme "Tel Aviv of yore".
Igra said, "The 1930s in Tel Aviv were good years, so we will use elements from this period. The staff and doll figures in the hotel will all be clothed in the style of Tel Aviv of the 1930s. The hotel's façade will include wood elements, and the entrance will begin with an avenue of ficus trees, an important element of Tel Aviv."
Published by Globes [online], Israel business news - www.globes-online.com - on October 21, 2010
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