Isrotel launches global hotel brand with 70 million euros investment

The Isrotel hotel chain is implementing its plans and taking its first step outside the country's borders. The chain is establishing a new international brand called ALUMA. The new chain is the result of a long process by Isrotel to break the boundaries of Israel and reach more audiences. They are launching the new chain in full partnership with the Dayan family, with a current focus on Greece and Cyprus.

By choosing the name ALUMA for the brand, Isrotel aims to reflect the warmth of Israel and the spirit of the chain, its values, assets, and hospitality approach. In Hebrew, the name means "a beam of light" and in English, it means "light." The new hotels under the "Aluma" brand will open in Athens, Greece, between March and April 2024, with hotels in Thessaloniki and Rome, Italy, expected to open later.

The first hotel to open in March is SKYLARK, followed by ANISE in Athens a month later. Towards the end of the year, the Adia Hotel in Athens is expected to open, followed by another hotel in Thessaloniki. The investment in launching the hotels in Greece is estimated at 70 million euros, while the chain also continues to expand its operations in other European countries. According to Isrotel's CEO, Lior Raviv, the international market is endless and will allow them to continue to grow. Currently, they focus on existing hotels they have acquired, some of which were previously owned by the Dayan family and operated by the Brown chain.

As mentioned, Isrotel is entering its peak in Athens, with the first hotel to open, Skylark (Oferni), located in the heart of the tourist area and classified as a 4-star hotel. The hotel will include 200 rooms, restaurants, a rooftop pool overlooking the Acropolis, and a bar. "Skylark" is built on the infrastructure of a hotel that has already been successful with the Israeli audience, and is currently undergoing an upgrade. "Anis", the second hotel to open, is located in Athens' spice market, in a popular area with bars and restaurants. The hotel is called Anis due to its unique location in the heart of the market. It is a 4-star hotel with 105 rooms, a spa, a swimming pool, and a rooftop. The third hotel in Athens, ADIA, will open in September/October and is one of the largest in the network. It is a 5-star hotel with 218 rooms, a conference center, and a spa. The hotel is located in Athens' historical triangle. It is a large hotel compared to Athens, suitable for both individuals and groups.

Lior Raviv, CEO of the Isrotel network, says, "For us, this is a natural move. We started in Eilat and now we have 23 active hotels throughout the country. We believe in Israel and tourism in Israel. We believe in our capabilities. Isrotel's power is limitless. Expanding abroad was a natural process for us."

He further adds, "Bringing in guests is what drives us, and although the new network will be managed by the CEO Moshe Ben Haim, who in his previous roles managed Isrotel's reservation center and served as CEO of several hotels in the network, it will have Isrotel's values."

The Greek Ambassador to Israel, Kyriakos Loukakis, congratulated Yisrotel on the establishment of its new network and investment in the tourism industry, expressing the good relations between Greece and Israel. He "hopes and expects the immediate release of the kidnapped individuals, and for peace and security to reach everyone quickly."