The A23 Hotel Boutique Hotel Tel Aviv opened four months ago on Arlozorov St., after a one year construction project to the building, which previously housed apartment suites. The five floor independent property is owned by Italian designer, Tali Fellah, who is also responsible for the hotel’s aesthetics, featuring a mix of Israeli and imported furnishings. “A lot of thought has gone into each and every detail, from our blended color schemes to the handmade white flower arrangements lining the ceilings,” says general manager, Margarita Misihaev. “We want to create a relaxing upscale environment for our guests to enjoy.”

Each of the hotel’s 21 rooms is named after a niece or nephew of Fellah’s and are available across five categories: Classic (13m²), Deluxe (25/26m²), Junior Suite (30m²), Executive Suite (32m²) and the Royal Benjamin Suite (35m²), with suites providing a sofa bed, suitable for up to two children. Amenities include an island bar with a mini bar and sink, Nespresso machine, toiletries, bathrobe and slippers, hairdryer and safe. “We will soon be introducing a wine container, featuring a selection of Israeli wines and we are also working on our own Italian line of toiletries,” outlines Misihaev.

All of the rooms are individually designed with different color schemes, have a rainfall shower and a selection provide a standing balcony. The Royal Benjamin Suite will soon feature glass doors opening onto the 30m² balcony. “We also plan to have a Jacuzzi and outdoor shower here, which will create a very special experience for our guests.”

Dining & Amenities
Located at the back of the hotel is the “secret garden”, a space where hotel guests can dine, drink and work.  The hotel also plans to introduce a happy hour with drinks and small bites inspired by Italian culture, in addition to a Jacuzzi and spa. “Our current spa facilities inside the hotel offer a range of treatments, but we will eventually build an outdoor structure containing a treatment room within the garden,” explains Misihaev. “Guests currently have the option for in-room treatments.”

The hotel’s independently run restaurant, a23 Local Blend, provides a menu of bistro dishes served throughout the day, in addition to coffee and alcoholic drinks, which are served until last customers. A room service menu is also available. Bicycles are offered as a free services for guests and each provides an attached zip bag. “We aim to go one step further with our customer service, for example providing guests with towels for the beach. It’s important for us to take the needs of guests into serious consideration and create a good dialogue.”

Marketing
A23 Hotel Boutique Hotel Tel Aviv has had an average occupancy of 80 percent since its opening, of which around 70 percent are tourists. “We’re working with OTAs and utiziling our website and social media to promote the hotel,” says Misihaev. “This is in addition to working with agents on a more long term marketing strategy.”