Not so very long ago terminally bland chain hotels were the mainstay of lodging in Israel—indeed, a certain generation of travelers can remember when they were practically the only choice in cities like Tel Aviv and Jerusalem. But the past decade has seen a total transformation of the Israeli boutique hotel landscape. Big chains are still amply represented, but with demand for innovation in the lifestyle space high even well-known brands are finding it necessary to get their style game on.
65 HotelThe Hotel 65, once an office building, rises above Rothschild Boulevard in downtown Tel Aviv.
Often located in the heart of trendy neighborhoods where the locals live, work and play, the newer boutique hotels particularly in Tel Aviv are as much windows into contemporary Israeli culture as they are luxury boltholes, and it is for that reason that not including at least one in your travel plans would constitute something of a sin against travel savvy.
It’s a development landscape that changes quickly. Some of the early boutique hotel trailblazers in Tel Aviv are still going strong, such as the Brown and Hotel Montefiore (the latter, a personal favorite, I am still convinced has one of the best restaurants on the planet). The Varsano, where Gal Gadot once helped fold the sheets, is no more. The buzz once generated by the maximalist Alma has been replaced by breathy whispers about the minimalist Vera, scheduled to open March 15.
Assaf PinchukPartial view of the lobby at The Vera in Tel Aviv.
Though there is no relation between them, the two hotels might be seen as cousins. The Vera is the first hotel property of Israeli entrepreneur Danny Tamari, who enlisted the noted design firm of Yaron Tal Studio to bring “a vision of a distinctive local anthology” to life in a former 1950s office building in Lilienblum Street. That’s a slender byway which traverses a scruffy-chic neighborhood of eclectic architecture known for its raucous restaurants and nightlife. Inside, raw floors and unplastered walls support a light industrial aesthetic while premium quality materials (such as in-room toiletries and spa amenities by Israeli brand Maapilim) and luxe textures find their way into each of the 39 guest rooms. The Vera also has a bar and expansive rooftop terrace.
The Hotel 65 also made the transition from humdrum to happening. Its cylindrical structure is planted squarely on Rothschild Boulevard, famous for its Bauhaus buildings and pedestrian promenade down the middle peppered with coffee kiosks. With 74 rooms it’s larger than some boutique hotels but it integrates easily with the neighborhood. You won’t be right next to the beach but many of the rooms have great city views and staying here does put you where the local flavor is. When the building still contained offices (it opened as a hotel in September 2016) there was a Café Hillel on the ground floor, a popular spot with an elevated terrace facing Rothschild; it’s nice to see the hotel’s Café 65 keep that community spirit going. While I haven’t tried the food here myself, I can say unreservedly that the breakfast buffet at a hotel that’s part of the same group, in Jaffa, is fabulous.
Assaf PinchukRooftop pool at the Publica Isrotel in Herzliya
When Lady Gaga performed for an appreciative Tel Aviv crowd in the summer of 2014 she didn’t actually stay in Tel Aviv, choosing instead a luxury hotel about ten miles north of the city in upscale Herzliya. Now Isrotel, a well-known Israeli hotel chain with properties all over the country, has opened a 159-room “people meet people” concept hotel in the seaside high-tech hub. It’s called Publica, and it marks the arrival of Marriott’s Autograph Collection in Israel.
With this decidedly non-touristy location paired with features like an industrial-chic lobby lounge and rooftop swimming pool and bar overlooking the Mediterranean Sea, the Publica is clearly Isrotel’s play for the millennial traveler. Isrotel’s CEO Lior Raviv has said the brand’s values include “pioneering new hospitality trends in Israel” and another way they’ve accomplished it here is with the launch of a very on point “City Club.” Just for hotel guests and fee-paying locals, it offers “enriching programming from fitness classes to live entertainment and special events where members can mix, mingle, and even conduct business–all beyond the boardroom.”
Assaf PinchukExterior view of the Publica Isrotel hotel in Herzliya, Israel.
Mingling with the locals may or may not lead to a new partner for your next high-tech venture, but what’s cool is the way the hotel has positioned itself to help you tap into the local scene—not something that can be said of more traditional hotels. (Plus Herzliya has some great beaches.) But the most exciting thing about Publica Isrotel for me? Their Greek-Mediterranean restaurant Greco, headed by restaurateur Zviki Eshet. The first time I had lunch at Greco’s original location in north Tel Aviv, my partner in dining Yoni Peres in tow, I was so impressed by the flavors and ambience I thought I’d been transported to a posh taverna in Mykonos. Israel travel is full of such surprises and boutique hotels like the Publica can be some of the best places to experience them.
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