A Third Isrotel in Tel Aviv

Isrotel has been aggressively working to expand its portfolio of hotels in Israel. Although the brand has long dominated the market in Eilat, with nine hotels there ranging from the luxurious Royal Beach to the budget Riviera Club, in the past few years the brand has added more and more hotels throughout the country. Its luxury properties, branded under the Exclusive Collection, have been the main focus of this expansion, with Beresheet, Cramim Spa and Wine (as it is now called, apparently), Isrotel Jerusalem (under construction) and the Royal Beach Tel Aviv coming in to supplement the Royal Beach in Eilat and Carmel Forest. But for those fearing that the main brand was being neglected, Isrotel recently broke ground on an exciting four star hotel in Tel Aviv, which will be the third for the brand in the city. The Isrotel Port Tel Aviv, as it is purportedly being called, is located on Hayarkon Street near the Tel Aviv Port, a popular dining and shopping scene. The two dunam lot was previously home to a well-known club, Little Tel Aviv. The hotel is expected to cost 60-70 million shekels and will open in about two years. The 16 story structure will include 121 rooms and 3 penthouse apartments, all designed by go-to hotel architects Feigin Architecture. It will also feature a ground floor restaurant and cafe, and will likely cater to business travelers. For us, while any new hotel is a good hotel, we're a bit disappointed by the bland architecture of this project, which would be at home in any major city. We also hope that being that this is a four-star hotel and not a five star, it will be priced accordingly. Thoughts?