Time for a new look - The Jewish Chronicle

In the first quarter of 2011, Tel Aviv's beachfront hotel skyline is going to be transformed with the debut of the Herod's Tel Aviv, a fascinating themed hotel that is set to become the five-star luxury flagship of the Fattal Hotel chain.

According to Raffi Sadeh, general manager of Fattal Hotels (www.fattal.co.il) the venerable Leonardo Plaza Tel Aviv (formerly the Moriah Plaza), will temporarily close later this year, in order to undergo a series of sweeping renovations.

"When the hotel re-opens its doors for business, just ahead of the Pass-over holiday in April, local and foreign tourists alike will feel as if they have been transported back in time to the halcyon days of early Tel Aviv," Mr Sadeh reveals.

"The new Herod's Tel Aviv provides an opportunity to create something new, young and dynamic. It won't be an old-fashioned hotel, so much as it will highlight a distinct touch, as well as the unique ambiance of Little Tel Aviv, while providing all of the modern amenities to guests."

All the 300-plus guest rooms, the dining areas and the business lounge will be renovated from top to bottom in order to accentuate the fascinating time-tunnel experience.

The transformation of the Leonardo Plaza is part of Fattal’s overall effort to offer a variety of hotel experiences

"It's going to be quite a spectacular place, unlike anything you've seen or experienced.

"Even the entrance to the front desk will be renovated to reflect the mood and character of the hotel," says Mr Sadeh.

The transformation of the Leonardo Plaza Tel Aviv is an integral part of the Fattal Hotels' overall effort to offer a variety of hotel experiences to foreign tourists and business executives alike across metro Tel Aviv.

The 120-room Leonardo Basel Tel Aviv has also been fully renovated, to accommodate foreign tourists who wish to be within walking distance of Tel Aviv's beachfront promenade, as well as the trendy downtown shopping district.

Phased renovations are under way at The Leonardo City Tower in Ramat Gan's famed Diamond District, a five-star "city business" and tourist hotel. These will result in upgraded rooms on the top four levels, upgraded swimming pool and spa, as well as a new kosher Italian dairy restaurant and bar lounge.

"The new restaurant is quickly going to become a fun place to relax or conduct informal meetings, while savouring a great pasta or pizza dish and a glass of wine," adds Mr Sadeh.

The Fattal chain has also garnered kudos from both local and foreign business executives who have stayed at the Leonardo Boutique in Tel Aviv's Ramat Hachayal (Kiryat Atidim), the high-tech and business district.

"We are extremely proud of this hotel, because it is big enough to be a major hotel, with nearly 170 rooms and suites.

"It offers a wide array of amenities to business travellers, including communication and computer facilities and conference rooms, as well as a modern fitness centre to help guests ease stress and stay in shape," says Mr Sadeh.

The overall challenge for Mr Sadeh, who recently joined the Fattal Hotel chain after an illustrious career as the CEO of the Isrotel chain, is to harness the entire power of the mushrooming Fattal empire in Israel (which features 30 hotels) and generate interest among foreign tourists for the Leonardo and Herod's brands.

"This is a unique opportunity," he says. "The company has grown tremendously in the last few years and my goal is to create quality brands for all of our guests. I have no doubt that the Herod's Tel Aviv will become a well-known premium brand that we will eventually introduce in stages to some of our other five-star hotels in Jerusalem, Dead Sea, Eilat and beyond."