The rooftop image of the Gymnasia Hotel. Source: Shaaltiel Architecture and Interior Design Isrotel Expands in Tel Aviv with the Opening of Gymnasia Hotel.
Continuing its growth in Israel’s cultural and business hub, Isrotel has officially opened Isrotel Gymnasia, a new luxury urban hotel located in the heart of Tel Aviv.
The launch marks a significant step in the group’s strategic expansion into the city’s booming hospitality sector.
Inaugurated today (Wednesday), the property was initially developed as a residential project.
Recognizing the site's potential and its central location, the hotel chain transformed it into a premium hotel with the support of the Tel Aviv municipality — part of a wider municipal effort to promote tourism and enhance the city’s hotel offering.
Blending modern design with high-end amenities, Isrotel Gymnasia brings a fresh urban spirit to Tel Aviv’s hotel scene. Its central address offers guests easy access to the city’s cultural landmarks, vibrant nightlife, Mediterranean beaches, and thriving culinary destinations.
The opening of Gymnasia reflects Isrotel’s broader vision to grow its presence in Israel’s major urban centers, building on the brand’s strong roots in resort destinations like Eilat and the Dead Sea. The company is actively expanding its portfolio in cities such as Tel Aviv and Jerusalem, with a focus on luxury lifestyle properties that appeal to both business and leisure travelers.
According to Isrotel executives, the new hotel is not just an addition to the chain’s collection, but a reflection of its commitment to creating unique, high-quality experiences that embody the local character of each destination.
Lobby of the Isrotel Gymnasia hotel. Photo: Asaf PinchukLior Raviv, CEO of Isrotel: "What we are doing here in Tel Aviv is a long-term strategy. Fifteen years ago, we decided to leave Eilat, and Tel Aviv has become a central destination for us. In the past, tourist flows in the city were steadily increasing, but construction was very slow due to high land prices and the lack of grants. This gap was filled by AIRBNB, which intensified our desire to become a significant player in Tel Aviv with a large number of rooms".
Lior Raviv, CEO of IsrotelIsrotel Expands Its Presence in the City
Gymnasia Hotel joins Isrotel’s growing collection of urban hotels, each offering a unique concept and premium design. The chain aims to strengthen its position in the local hospitality market, targeting a total of 1,400 rooms in Tel Aviv.
As part of its Isrotel Design collection, the hotel is marketed in partnership with Marriott Hotels, one of the world’s leading luxury hotel brands, known for delivering high-quality hospitality in hundreds of destinations worldwide.
Additionally, culinary excellence remains a key part of the experience - Chef Sharon Cohen's renowned "Shila" restaurant has relocated to the new hotel. This move reflects Isrotel’s commitment to integrating top-tier restaurants within its urban hotels in Tel Aviv. Other successful culinary collaborations include "The Thai House" in the chain’s Publica Hotel in Herzliya.
The reception. Source: Asaf Pinchuk
Lior Raviv, CEO of Isrotel, told PassportNews:
"We are here at Shila, which I believe is the best restaurant in Tel Aviv, and it is now housed within Gymnasia Hotel. This aligns with our culinary concept of integrating the best restaurants in Israel within our urban hotels. Soon, we will have Haim Cohen at Dizengoff, Shila here, The Thai House at Publica in Herzliya, and another leading restaurant at our Alberto Hotel. We place great emphasis on the culinary aspect of these hotels, making the stay a truly unique and differentiated experience.
We strongly believe in Tel Aviv and will continue to expand here. I wish success to both our company and the State of Israel."
Room in the Gymnasia hotel. Source: Asaf PinchukTel Aviv Remains a Strategic Destination
Despite the challenges the tourism industry has faced in recent years, Isrotel remains committed to attracting tourists and business travelers back to the city. Raviv notes a positive trend - business travelers are returning, demand is increasing, and although hotel prices in Israel haven't soared like in other parts of the world, efforts are being made to maintain high weekend occupancy rates while improving midweek bookings.
Raviv adds:
"What we are doing in Tel Aviv is a long-term strategy. Fifteen years ago, we decided to expand beyond Eilat, making Tel Aviv a key destination for us. In the past, tourism in the city was steadily growing, but development was slow due to high land prices and a lack of government incentives. This gap was filled by Airbnb, which further motivated us to become a dominant player in Tel Aviv with a significant number of rooms."
Infinity pool on the rooftop of Isrotel Gymnasia hotel. Photo: Asaf Pinchuk
Omri Politi, General Manager of Gymnasia HotelOmri Politi, General Manager of Gymnasia Hotel, in His Opening Speech:
"We opened the hotel about three weeks ago, and our location is the key. For those familiar with Tel Aviv, Neve Tzedek, Carmel Market, and other hotspots are just a three-minute walk away, while the beach is eight minutes away. Guests don’t need a car to explore the city, plus we have a chef restaurant and all the vibrant offerings of Nahalat Binyamin right here.
The hotel belongs to the Design Collection, in collaboration with Marriott, which attracts a young, dynamic crowd - business travelers and nightlife enthusiasts who come to experience Tel Aviv as a destination. These guests don’t stay in their rooms all day; they seek to explore the city. Our rooftop is one of our standout attractions.
At the same time, we are seeing a return of international tourists. Out of 100 occupied rooms, nearly 30 are booked by international guests - whether they are touring the country or staying for extended periods. We foresee great success for both Tel Aviv and this hotel, which will become a gem in our portfolio."
Room in the Isrotel Gymnasia hotel. Source: Asaf PinchukIsrotel Expands Locally and Internationally
Beyond its Tel Aviv operations, Isrotel is expanding into new destinations.
On April 10, the company will open "Ayala", a countryside resort in a kibbutz in northern Israel.
The group is also undergoing a significant international expansion, with 32 new hotels planned abroad, including two in Rome, Italy.
One of these properties will be the "Savoy" hotel in Rome, set to open next year, alongside another hotel in the heart of the historic city.