With a clear future vision to appeal to the lifestyle segment audience, alongside the growth of domestic and business tourism, the Prima Hotels chain expands and strengthens its boutique hotel sector, and with the collaboration of “Keren Segula Development”, the two will the project: Luxury Urban Tower – LA-VIE” – A tower that will include luxury apartments and a hotel in the city of Netanya.

With the completion of the construction process, the Prima hotel chain is expected to inaugurate a second luxury hotel, next to the David Tower hotel, also located in Netanya, and to reach a total number of 17 hotels throughout the country. The Prima Hotels chain purchased the rights to the hotel from the “Keren Segula Development” for approximately 60 million ILS. The construction of the tower, on King David St. in Netanya, will begin in the near future and the hotel is expected to open its doors to guests at the end of 2025.

The new hotel of the Prima Hotels chain is expected to include 72 rooms and suites, including balconies with sea views. The project was designed by the architectural firm Raziel Architects, who specialize in the construction of luxury towers, including hotels. The hotel is expected to offer its guests a restaurant and a luxury spa with a gym and an indoor swimming pool. The location of the hotel is in proximity to the city center and its proximity to the beach just a few steps away. The hotel will have a spectacular view of Netanya’s coastline, as well as easy access to the popular Sironit beach and the entertainment and recreation complexes including restaurants, cafes, shops and lively bars located next door.

Avi Dor, CEO of the Prima Hotels chain: “We are happy about the addition of the new hotel, as part of the strategic vision of the Prima Hotels chain for the near future, with the aim of strengthening the appeal to diverse tourist audiences and matching the trend of strengthening domestic tourism and business in this type of hotel category”.