Spurred by a record-breaking number of foreign tourists who visited the Holy Land during the first quarter of 2012, Israel’s burgeoning hotel industry is gearing up for a busy summer tourism season by sprucing up their facilities and offering a variety of titillating vacation packages.
According to Israel’s Central Bureau of Statistics, the 752,000 foreign visitors who entered the country between January and March 2012, not only eclipsed last year’s figures by 2 percent, the first-quarter figures also represent a 1 percent increase over 2010, which Israel’s Ministry of Tourism declared was Israel’s best year ever for incoming tourism.
Despite the generally optimistic picture, many hotel managers aren’t assuming that North American Jewish tourists will reflexively book a vacation to Israel when there are myriad interesting destinations to choose from. In order to attract both veteran and new foreign tourists to their facilities, some of Israel’s best-known hotels have undergone a series of physical transformations in order to broaden their appeal, while others have focused on offering newfangled experiences to both couples and families with children.
Ilan Brenner, executive assistant manager of marketing and sales at the Inbal Hotel in Jerusalem, said that the hotel’s staff knows its clients, and in a growing number of cases they have literally grown up with entire families.
“So when a new generation emerges, we already have a good idea about their needs. Both returning and new tourists are always searching for and asking about upgrades, so we are constantly adding incentives, whether it’s a free car, a multimedia game room for youngsters, new spa treatments, trendy gastronomic experiences in the dining room,” he said.
Rafi Beeri, the Dan Hotel’s vice president of marketing and sales, said renovations at Dan properties have included some innovations. “The King David has undergone a major makeover with a new section of rooms and suites. At the Dan Carmel, which debuted in 1962, we have completed a top-to-bottom renovation [that] includes new executive rooms, which overlook Haifa Bay and the Carmel Mountains. With the Dan Jerusalem, which we acquired in 2010, we realized that renovating this huge hotel would have to be done in phases and feature some unique aspects.”
According to Beeri, the Dan Jerusalem highlights a unique hotel-within-a-hotel concept, where both guests and groups can benefit from more personalized services and amenities.
“It can be compared to an airline’s business-class environment,” he said. “We’ve upgraded a wing of 120 rooms, where guests or groups who wish to stay in this section will enjoy a separate check-in area, separate lounge and dining facilities, as well as a special staff that will cater to them in a more personalized manner.”
The Ramada Jerusalem Hotel has acquired a stellar reputation among families who seek discounted long-term vacation packages (from seven to 21 days) with a variety of summer activities for adults and children, including its “We Love Kids” program, which features daily entertainment for children, including magicians and petting zoos.
“During weekdays, we offer complimentary shuttle bus service to the Old City, which is an attraction for the parents. And, our outdoor American-style barbecues out by the pool area during August always attracts a large audience of both adults and children,” said Yacov Shaari, general manager of the Ramada Jerusalem Hotel. The growing Rimonim chain recently rebranded four of its upscale properties to create the “Royal Collection,” which includes the Royal Dead Sea, Rimonim Eilat, Ruth Rimonim Safed and Rimonim Galei Kinnereth. Each hotel accentuates contrasting experiences for the mind, body and soul.
“During the summer months, the Royal Dead Sea will feature special spa packages that include the hotel’s new Royal Lounge,” said Anat Aharon, Rimonim’s vice president of sales and marketing. “At the Ruth Rimonim in Safed, we invite guests to let their soul breathe amid the mystic beauty of the hotel’s Galilean surroundings. The hotel also features a wine cellar, where you can sample the best Israeli wines and enjoy small talk.”
At the Sheraton Tel Aviv Hotel, where North American, British and French tourists converge during the summer months, the “accent” will be on indulging kids and parents alike.
“Last year, we opened a children’s pool. This year, we will complement it with a guarded kids’ playground with games and toys, where families can relax and enjoy the pool while their children are playing,” said Jean-Louis Ripoche, general manager of the Sheraton Tel Aviv. “During the summer, we will be extending breakfast hours in the dining room till noon, so couples and families can enjoy a longer, relaxed morning. After breakfast, we offer adults a free bicycle, so they can pedal around the seaside boardwalk area and beyond.”
It’s important to note that despite a 15 to 20 percent rise in the cost of airline tickets to Israel since last summer, many Israeli hotels have not raised their basic rates. Israeli hoteliers are cognizant of the fact that families are looking to maximize their vacation experience without blowing a hole in their budget.