Boutique and chic
British-born hotelier Howard Fink made a transition that may have seemed surprising at the time but now appears to be part of a trend.
Hotel Alexander Photo: Courtesy
He left his job as general manager of Jerusalem’s posh 384-suite David Citadel
to run the Alexander, a small boutique hotel in the Tel Aviv Port that has just
70 rooms. The move raised eyebrows because Fink, who comes from a well-known
family in Manchester, is one of the most respected people in his field after
stints at the Hilton and Intercontinental in Tel Aviv, Herods in Eilat and top
hotels in England.
But Fink believes that just as he shifted from a large
hotel that was built as part of a massive international chain, so too will
people looking to come to Israel on vacation. The trend toward boutique hotels
and away from standardized chains that demand top dollar because of their brand
name has been spreading around the world; and in Israel, Tel Aviv is leading the
The advantage of boutique hotels is that with fewer people, service
can improve. For instance, waiters can remember how you liked your coffee
yesterday and have it ready when you come down for breakfast the next
“The transition from big to small can be summed up in one word:
‘personal,’” says Fink. “With 200 people coming in and out every day, you can’t
touch them personally. People are looking for more. When people come
here, there is an instant bond that has to be made with the guests. Here we can
deal with each person individually; we can metaphorically hug them when they
come in. They won’t come back if service isn’t good.” The
Alexander was built in 1990, with Orthodox Israelis as the target
The three-star apartment hotel had a kosher restaurant and 56
rooms. When the rooms were not occupied, some were rented out and became
consulates and diplomatic missions.
When British owners purchased the
Alexander five years ago, they decided to expand and renovate it and make it
into a five-star luxury designer hotel. Since the remodeling began 18 months
ago, half the rooms have been completely renovated to a high standard that is
unique in Tel Aviv. By the end of the year, Fink hopes to complete renovating the remaining rooms and
build a pool, spa and hamam.
What makes the rooms special is that at an
average of 45 square meters, they are much larger than your typical Israeli
hotel room. All the rooms have kitchens, living rooms and at least one private
bedroom, which makes it easier for a family to take a vacation
“A lot of thought has gone into these rooms to make them as
comfortable as possible,” says Fink. “The special designer light fixtures, the
mirror that is heated so it won’t fog up, things here are a bit more quirky,
inviting and homey.”
Hotel rooms are decidedly modern, with black
carpeting, linear furniture, an espresso machine in every kitchenette and
mirrors on many of the walls. The furniture is plush and inviting, with beds so
cushy it’s hard to get out of them. The bathtubs are extra deep, allowing for an
The Alexander also boasts a two-floor presidential
suite, which at 550 sq.m. is the largest presidential suite in Israel. It has
its own private swimming pool and indoor and outdoor Jacuzzi, a dry sauna and
110 sq.m. of deck overlooking the Mediterranean Sea.
presidential suite has recently been rented by international and local
celebrities, whom Fink is not at liberty to name, Russian oligarchs, families
and hi-tech companies. It can be rented for catered events of up to 100
There is also a business lounge where newspapers, drinks and
snacks are available round the clock in a comfortable, quiet atmosphere for
those times when you just have to get out of your hotel room to focus on your
Another of the hotel’s selling points is its location in the trendy
Tel Aviv Port, within walking distance of outlet malls, designer clothing stores
and the romantic boardwalk.
Although most of the restaurants in the area
are not kosher, there is a good kosher steak restaurant called Meat and Eat,
more commonly known by its Hebrew name Lehem Basar.
Breakfast is served
in an open, airy room, or on the balcony overlooking the ocean, with your choice
of seating at a table or on couches. Aside from standard Israeli breakfast fare
of eggs, breads, spreads, salads, fish, and cheeses, there are unique options
such as warm cranberry muffins and a sumptuous bread pudding. You can also have
an omelet or shakshuka made to order.
While the hotel now targets
tourists from the United States and Europe, local religious Israelis still feel
very comfortable there. Their children can watch television in the living room
and let their parents sleep in the bedroom.
An effort is also being made
to make the hotel environmentally friendly, with solar energy, a heat recovery
system, LED lights and a policy of sending bills via e-mail rather than printing
them. And smokers are relegated to designated areas outside the hotel, where the
odor will not be felt anywhere inside the hotel.
“There is increasing
awareness among our guests of the need to enjoy clean air and avoid harmful
cigarette smoke,” says Fink. “Smoke in hotel rooms is a thing of the past.
Boutique hotels that care about their clientele is a thing of the future and the
The writer was a guest of the hotel.