HOTELS
PRIMA CHAIN EXPANDS AND RENOVATES HOTELS ALL OVER ISRAEL With 14 hotels around the country, including four in Tel Aviv, Prima plans opening two more new hotels in the city
A fter an investment of 7 million ILS and renovation work lasting more than a year, Israel’s Prima Hotels chain has relaunched Hotel 75 in Tel Aviv, at 75 Allenby Street. This brings to 14 the number of hotels in the Prima chain, including four in Tel Aviv. Prima has built two more floors on to Hotel 75, doubling the size of the hotel to 40 rooms, while adding a café to the lobby, following the purchase of an adjoining property. The building, which formerly served as a branch for the Clalit Health Fund, was purchased by Prima in 2012. There are plans to add another two floors with 20 more rooms. Operating
under the slogan feel local, to leverage the pre-Covid international tourism trend for hotels with a more local flavor, Hotel 75 was designed by the architect Tali Lapidot. Prima plans opening two more hotels in Tel Aviv: The first is at 81 Allenby Street in a former residential building with a preservation order that is scheduled to open as a 100-room hotel in four years. The second hotel is being built on the site of a former residential building near Dizengoff Square and is scheduled to open with 67 rooms in two years’ time. Prima is also expanding its hotels in Jerusalem where most of the chains four hotels have been undergoing renovations, while closed
over the past year due to Covid-19. The chain, which has 1,637 rooms in hotels in Israel, is owned by the American Jewish Moskowitz family, which has hotel and real estate operations, motivated by support for Israel. The hotels are run as independent units with an emphasis on developing restaurants and cafes in the hotels. Haim Dock, Vice President of Marketing and Sales of
Prima, describes the hotels as offering 4-star level rooms, “In a way that allows us to affordable prices for a vacation. We represent the lowest prices on the scale for a vacation in Israel”. Dock explains that business tourism makes up about 30% of Prima’s activities in urban hotels. “We are trying to encourage domestic tourists to take a vacation in Tel Aviv, which has much to offer, and we want to change the practice of the average
26 • www.itn.co.il
Made with FlippingBook Digital Publishing Software