Against all odds: A new hotel chain enters Israel

Amid Israel's tourism crisis, a new hotel chain opens four boutique hotels: Two new in Tel Aviv and two former Brown hotels in Eilat are rebranded.

While Israel's tourism industry is facing a challenging period, a new hotel chain is choosing to enter the market right now: ADAM Hotels is launching four boutique hotels with a total of 430 rooms – two in Tel Aviv and two in Eilat.

The initiative includes the opening of two new hotels in Tel Aviv and the rebranding of two former Brown hotels in Eilat. The chain's owners are several investors, including the insurance company Hachshara.

Tel Aviv: Restored Buildings in the Heart of the City

In Tel Aviv, two hotels are opening in prime locations. FIORI 41 is located at 41 Montefiore Street, in the heart of the city's cultural and culinary scene, in a building with classic Tel Aviv character. The hotel offers rooms with boutique design, some with large balconies overlooking Montefiore and Ahad Ha’am streets, a couples treatment room, a meeting room, and private parking.

HOTEL 1935 is situated at 5 Brenner Street, a short walk from Rothschild, in a restored Tel Aviv building from the 1930s. The hotel combines original elements from the period with modern design, and includes a large gym, a couples treatment room, and a designed central patio with a projector and TV, suitable for small events.

Eilat: Rebranding the Brown Hotels

In Eilat, two former Brown hotels in the central hotel area are undergoing rebranding. EVE EILAT is a family hotel with a modern design inspired by the desert and the Red Sea, featuring a designed lobby, coffee bar, large swimming pool, and shared spaces for work and relaxation. The rooms include premium beds, a smart entertainment system, and balconies with views of the Eilat mountains.

ADAM Boutique Eilat is a more intimate boutique hotel, with a large gym, treatment rooms, an intimate pool, and the new Bianca restaurant with Italian-Mediterranean style. The hotel caters to couples, independent travelers, and business guests.

“Offering an Alternative for the Israeli Tourist”

Hila Aharonovitz, the chain's CFO, explains the timing choice: "Precisely during this challenging period, when Israel's tourism industry is facing significant difficulties, we believe it is important to offer an alternative for Israeli tourists seeking high-quality vacations at international standards."

According to her, "Each of the four hotels offers a unique experience of its own, but together they reflect our commitment to high standards and innovation in Israel's tourism industry."

The chain will offer seasonal promotions, benefits for reserve soldiers, and packages that include couples massages and culinary tours in Tel Aviv and Eilat.

By MEITAL SHARABI/MAARIV