Isrotel is introducing its new international brand of hotels, ALUMA, a sister brand to the Isrotel chain of hotels in Israel.

This concludes a significant and extensive strategic process which marks the expansion of Isrotel’s reach beyond the borders of Israel to Greece and Italy.

ALUMA is launching its international endeavors with the opening of hotels in Greece. The first hotel, SKYLARK, will open in March 2024, followed by the next hotel in Athens, ANISE, which will open one month later. An additional hotel in Athens is expected to open by the end of the year, followed by another one in Thessaloniki.

The overall investments in the hotels in Greece is estimated at 70 million Euros, as ALUMA continues to develop its activities in additional countries across Europe.

With the launch of ALUMA, Isrotel extends its vision and approach of “Hospitality as a Way of Life” globally, implementing its core values and culture of hospitality, which have defined the experiences of its hotels in Israel, to the ALUMA hotels, maximizing the potential of lucrative markets worldwide and leveraging the chain’s extensive experience and professionalism at every destination.

ALUMA’s endeavors in Greece will be led by Moshe Ben Hayun, who formerly headed Isrotel’s reservations center and was General Manager of several of the chain’s hotels.

Lior Raviv, CEO of Isrotel: “ALUMA is an international chain of hotels that will benefit from Isrotel’s longstanding experience and uncompromising standards of excellence, offering global travelers a wide range of city hotels and leisure resorts to choose from, and providing unique hospitality experiences. As a sister company of Isrotel, ALUMA is guided by our passion for people and all its actions are driven by our approach of ‘hospitality as a way of life’. We are more that a chain of hotels. We are a place that invites people to feel cared for and connected to themselves, to their surroundings, and to the experience they are seeking.”

“Israeli tourists, and especially loyal guests of Isrotel, who return to us time and again due to our culture of hospitality and high standards of service, will find those same qualities and sense of a home away from home at ALUMA, backed by the global standards of perfection and excellence,” adds Raviv.

The name chosen for the international brand, ALUMA, expresses Israeli warmth and the spirit of Isrotel, its value and culture of hospitality. ALUMA means ‘ray of light’ in Hebrew, and with ‘luma’ meaning light in Latin, this name embodies the essence of the new brand. Additionally, the name is easy to pronounce and pleasant, while offering the added value of its meaning in various languages.

The story of ALUMA is one of hospitality and creativity, innovation and inspiration, people and places. From its selected locations to the unique holiday experiences it offers, this new chain of hotels will extend a warm welcome to travelers from around the world, continuously striving to making sure each and every guest always feels comfortable and truly cared for.