AC Marriot is coming to Herzeliya Pituach

At AC Marriott Herzeliya building site

In my previous newsletters, I have written quite a bit about how large international companies (Intercontinental, Marriott etc.) are returning to the Israeli market through their lifestyle brands. One of the best examples for this is Indigo hotel (you can find the article here).
Another brand taking its first steps in Israel is AC Marriott. This brand is a result of cooperation between Marriott and a Spanish lifestyle company that has been opening many hotels worldwide.
In Israel, Marriott has teamed with entrepreneur Reuvan El​ah​ and Issta hotels, to create AC Marriott Herzeliya Pituach, scheduled to open its doors to its first guests by the end of the year. I am proud to say that I have been involved in this project for over two years.

AC Marriott Herzeliya Pituach – building rendering

I have known Reuven Ella for more than 15 years, ever since I was VP Marketing of Tamares Hotels, the management firm that also runs Daniel Hotel (were Ella is co-owner). When I opened my firm in 2010, one of my first projects was creating a concept for Ella Hotel’s Cramim Hotel, before they entered into agreement with Isrotel Hotels. My loyal readers may remember that you were one of the first to hear about this project.

Copeland entered the Herzeliya AC project by creating the link with Marriott and assisting negotiations on the agreement that was signed in June 2014. We continue to assist owners in adapting the requirements and standards of the AC brand to the Israeli market, to the unique concept of this hotel, and to its location.Copeland is taking part in aspects of creating this hotel, including design and acquisition, as well as creating a management structure and assisting in bringing in a GM. We are now working together on a pre-opening budget and a first year budget.
Copeland is also involved in the branding process of the hotel, one which has to meet the standards of the international brand, but still give the Israeli hotel a unique personality. We are certainly taking into account the excellent location in Herzeliya’s business park that appeals to the business sector, together with the proximity to the beach and promenade that will appeal to many tourists.
The branding takes into account every aspect of the guest experience – not just guest rooms, but also public spaces, including a lounge, bar, restaurant, spa and more surprises to come. All these points need to “speak the same language” and present the same image to guests.
The hotel’s architect is Rani Ziss, and Dana Oberson is in charge of interior design.
We will continue to update you about this project, soon to be an excellent addition to the local hotel market.

AC Marriott Herzeliya – pool and chill-out area on the roof

AC Marriott Herzeliya – bar area rendering