Our hotel business has its roots in Israel, in Eilat on the beautiful Red Sea. In the seventies of the last century, we began with the Red Rock Hotel and set a new standard in the eighties with the fabled Aviya Sonesta at Taba. This favorite of international celebrities was later sold to Egypt as part of the Peace Agreement package. Success stories in historic Jerusalem and the Dead Sea resort area soon followed.
At the turn of the nineties, we took the strategic decision to test our eye for hidden value and expertise in responsive, value-based management to plunge into the European market, initially in London and Holland.