The Big Orange

I just read the other day that there will soon be the first opening branch of the W Hotel brand in Israel, and in Tel Aviv specifically. This is a major step in the right direction for the city that has long been looking to make a big splash on the international tourist scene.

W Hotel. Tel Aviv-Yafo. Ynet

Not that I have really ever had the privilege of staying in any of the top high end hotels here, apart from a one night stay a few years ago. I think it will do wonders though to provide a classy contrast to many of the somewhat archaic beach front hotels that dominate the hospitality industry in Tel Aviv. Despite having been renovated quite nicely inside, many hotels still have the type of drab exterior design leaving you with the feeling that the socialist era has yet to end. Only within the past couple of years have some more niche styled boutique hotels sprouted up around town. Tel Aviv is not a cheap place to visit, so if you are going to come and spend money, at least in some of these new establishments, you will definitely be getting your money's worth.

The former 19th century French Hospital in Jaffa is the site of the future W Hotel

Overall, I think this is going to be a great venture and a prime way to showcase Tel Aviv and compete with some of the larger and more established top class hotels that exist in Jerusalem, and hopefully attract a crowd that might normally miss out on the city.