Main Photo: The current Brown Beach Hotel
Date: October 2019
Location: Tel Aviv, Israel
Name: De La Mer Hotel – to be renamed Brown Beach Hotel; The Townhouse Hotel and Townhouse Apartments; The Olympia Hotel
No. of Keys: TBA
Seller: Zvieli Group
Buyer: Tel-Aviv based Brown Hotels has added four Tel Aviv properties to its portfolio and will rebrand and manage all four hotels previously handled by the Zvieli Group,.
Brown Hotels will convert The Townhouse Hotel and the adjacent Townhouse Apartments on Rothschild Blvd. into a 36-room hotel. It also will turn the De La Mer Hotel on Hayarkon St. into a new wing of the Brown Beach House hotel and relaunch the Olympia Hotel as a fully renovated and rebranded property. It plans to convert these properties into residential properties in the future, at which point they will be returned to the Zvieli Group, which is shifting its focus to real estate development.
The project will be overseen by Shlomi Tahan, former COO of the Isrotel chain. The company expects to maintain all existing employees at each property.
In addition to the eight hotels currently in operation across Israel and Croatia and the merger of the Zvieli properties, Brown Hotels is adding six new properties in Israel over the coming year, and further properties across Greece, Germany and the U.K. by 2023, turning the Israeli hospitality group into an international hotel brand.
Founded in 2010, Brown Hotels’ collection now includes the Brown TLV, Brown Beach House, The Poli House, The Dave Tel Aviv, Villa Brown Jerusalem, Villa Ba’Moshava in Jerusalem and Brown Beach House Croatia in Trogir, Croatia.
THPT Comment: A new profile for this enterprising Tel Aviv group, blossoming into an international group. A company we have looked at before in 2018. Leon Avigad started Brown Hotels in 2003 and is credited as being the hotelier that bought boutiques hotels to Israel.
First Seen: Hotel Management
The Hotel Property Team (THPT) is a small group of highly experienced business professionals. Between us, we provide a range of skills and experience which is directly relevant to those involved in the hotel property market.