Israel’s Federmann family, creators of the Dan Hotels group, are looking to take their newest brand, Link Hotel & Hub, international.
The first of the brand, which opened in June 2018 on King Saul Avenue in Tel Aviv, aims to expand in western European cities and in a few places in the U.S. Link focuses on self-service technology and a dedicated hub offering co-working spaces, a kitchen and bar, and entertainment.
All the hotel services are implemented through the LinkApp and the team on site operates on an “everyone does everything” basis.
Ron Federmann, head of development for the brand, told HOTELS that ADR is running about 15% lower than the Link’s comp set, with occupancy a bit higher than peers at around 80%.
“Our direct competition in Tel Aviv is primarily the 4-star business hotels and the some of the larger boutique hotels – although indirectly, what sets Link apart is our focus specifically on the modern business travelers and creating a hotel environment that caters to the convenience and comfort for both business and pleasure,” Federmann said.
Federmann added that what sets the Link apart from other hotels is the connection to street art (led by photographer Daniel Siboni) and technology. Each of the 10 floors is dedicated to a different street artist whose work also decorates guest rooms, the hub and other public spaces. The art collection can be purchased via the app.
“Street art ‘links’ the visitor to the contemporary and urban side of the city,” he said. “We also offer an application, which guests can check in, check out and use as a virtual concierge throughout their stay. The app would also be our biggest challenge, as it is an innovative development we want our guests to have a smooth experience without any technological flaws.”
The hotel’s app also unlocks the guest room door, serves as the house phone for free calls in Israel and controls in-room functions such as the TV, air conditioning and adjusting the color and intensity of the light settings.
Based on the newly popular shared workspace concept, the Hub floor is a dedicated space for work and relaxation, as well as F&B. There are common work tables, a kitchen and bar open late, private meeting rooms of different sizes, a pool table, and board and video games. The 150-square-meter gym and spa has a fully equipped gym, personal fitness instructors and massage treatment rooms.