Marriott Teams up with Isrotel for a New Lifestyle Brand
Photo Credit: The lobby of the new Publica Isrotel hotel in Herzliya, near Tel Aviv. Isrotel, an Israeli hotel company with a 30-year history in the region, is hoping to use the new brand as a jumping off point for entering new markets. Isrotel / Assaf Pinchuk
Skift Take
More hotels are following Soho House's lead and integrating members-only clubs into their business models. Whether this is enough to help a boutique brand like Publica Isrotel is something we'll have to wait and see, but perhaps joining Marriott's Autograph Collection can help.
Isrotel CEO Lior Raviv wanted to see what the hype about soft brand collections is all about, and he's discovering it firsthand with a new millennial-minded lifestyle hotel, the Publica Isrotel that also has its own members-only club.
The 159-room Publica Isrotel, which had a soft opening a few months ago in Herzliya, near Tel Aviv, is a member of Marriott's Autograph Collection of independent hotels.
As the leader of one of Israel's biggest hotel companies for the past eight years, and someone who has been with the company for 25 years, Raviv has seen Isrotel transform into a regional hospitality giant.
He has designs on expanding the company's reach to a global audience. To do that, Raviv is enlisting Marriott's help.
Isrotel, founded 34 years ago, has a wide-ranging portfolio of properties, from five-star resorts to more budget- and value-driven hotels. With Publica Isrotel, however, Raviv is experimenting with this new boutique and lifestyle concept to see if it's a hot
