Isrotel has now introduced a new brand of hotels, Isrotel Luxury Collection. The collection includes all of Isrotel's top properties: The Isrotel Royal Beach, Beresheet, Carmel Forest Spa Resort, and the all new Sea One Hotel. We predict that the chain will not grow very much and will be limited to about 7 exclusive hotels, perhaps some acquired from other chains. Last week in Eilat, we noticed that the Isrotel Royal Beach has received an ugly new logo, under which is written " The Royal Beach". No more Isrotel. All the hotels in the collection feature a simple nature related logo, and are not branded as Isrotels. While we like the idea of bringing more luxury hotels and essentially starting a new chain of hotels, we feel like the Luxury Collection is just an excuse to charge higher rates.
All we can say is that we hope the Isrotel Royal Beach, excuse us, The Royal Beach, will get some renovations to keep it in line with the others.
Oh, and how about a new hotel in Jerusalem, instead of yet another one in Tel Aviv?
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