Greece First Stop for Isrotel’s New Hotel Brand, Sees Investments of €70m

SKYLARK hotel in Athens. Photo source: Isrotel

Israel-based Isrotel on Tuesday announced the launch of ALUMA Hotels & Resorts, a new international brand of hotels which the company will operate in Europe.

ALUMA will be the sister brand to the Isrotel chain of hotels in Israel and will open its first properties in Greece.

“The time has come for Isrotel to expand its reach beyond the borders of Israel and share its warmth and hospitality with the world,” said Isrotel CEO Lior Raviv said during a press conference.

The overall investments in the hotels in Greece is estimated at 70 million euros, as ALUMA continues to develop its activities in additional countries across Europe, namely Italy, Portugal and England.

“ALUMA is an international chain of hotels that will benefit from Isrotel’s longstanding experience and uncompromising standards of excellence, offering global travelers a wide range of city hotels and leisure resorts to choose from, and providing unique hospitality experiences,” Raviv added.

First stop: Athens, Greece, with 3 new hotels

SKYLARK hotel in Athens. Photo source: Isrotel

The brand’s first hotel, SKYLARK, will open near Omonoia Square in Athens this March. The 4-star hotel will have 199 rooms and facilities will include a restaurant, bar, rooftop pool, gym and conference room. SKYLARK will be followed by the 4-star ANISE, Isrotel’s next hotel in Athens, which will open one month later. ANISE will open in the Psyrri district initially with 63 rooms, which will later reach 105. The hotel will include a restaurant, bar, rooftop, pool and spa.

An additional hotel in Athens called ADIA is expected to open by the end of the year. Located in the historic triangle of Athens, the five-star hotel will have 218 rooms and include a restaurant, bar, rooftop, pool, spa, conference/meeting rooms and offer a retail experience.

ALUMA’s fourth hotel in Greece will open in Thessaloniki.

ANISE hotel in Athens. Photo source: Isrotel

“Israeli tourists, and especially loyal guests of Isrotel, who return to us time and again due to our culture of hospitality and high standards of service, will find those same qualities and sense of a home away from home at ALUMA, backed by the global standards of perfection and excellence,” Raviv said.

ALUMA’s endeavors in Greece will be led by Moshe Ben Hayun, who formerly headed Isrotel’s reservations center and was General Manager of several of the chain’s hotels.

The name chosen for the international brand, ALUMA, expresses Israeli warmth and the spirit of Isrotel, its value and culture of hospitality. ALUMA means ‘ray of light’ in Hebrew, and with ‘luma’ meaning light in Latin, this name embodies the essence of the new brand. Additionally, the name is easy to pronounce and pleasant, while offering the added value of its meaning in various languages.

A leading hotel chain in Israel, Isrotel operates 24 hotels located at prime destinations in the country and employ’s some 6,000 workers. It’s membership club currently counts over 150,000 members.