Herbert Samuel Hotels continues to strengthen its foothold in Eilat with the acquisition of another hotel in the city – the property formerly operating under the name Horizon Red Sea, which will now be called The Herbert Eilat. This is the group’s third hotel in the city and its fifth in the southern region.
The hotel was purchased through a joint ownership by the Nakash Group, Avi Hormaro, and Nir Weitzman, from businessman Itzik Dayan. This is the group’s second The Herbert hotel, following the property in Tel Aviv located on the beachfront.
The hotel features 173 rooms and has recently undergone an upgrade to align with the chain’s standards, in an investment of several million shekels. As part of the renovation, guest rooms, the lobby, and public areas - including the conference hall - were renewed, and systems and infrastructure were updated.
The hotel includes a spa, fitness center, main pool, toddlers’ pool, dining room, and a daytime bar. The design caters both to families with children and to couples and a diverse leisure audience - a significant market segment in the city that has, in recent years, sought to combine family vacations with boutique-standard hospitality.
Increasing Competition in the Southern City
Herbert Samuel’s move comes against the backdrop of a particularly crowded hotel market in Eilat. The southern city, which has relied mainly on domestic tourism since the outbreak of the war and the decline in incoming tourism, has in recent years experienced a wave of renovations, rebranding, and ownership changes. Alongside the major hotel chains operating in the city, boutique brands and new players are also entering the market.
To mark the hotel’s opening under the new brand, the chain is offering a launch promotion of a 20% discount for members of its loyalty club, as well as a 5% discount for reservists (regardless of club membership). The promotion is valid for stays through March 24, 2026.