Israeli Hotel Chain Brown Expands to Italy With New Business Brand
Translated & summarized from Israel Hayom by baba
Israeli hotel chain Brown Hotels has entered the Italian market by acquiring the Amedia Milan hotel, which will launch a new business-focused brand. The expansion into Italy and Germany is partly driven by the significant decline in tourism to Israel. While committed to its Israeli properties, the company is prioritizing growth in Western Europe and Greece, establishing a new management firm there. Brown Hotels currently operates 47 hotels across four countries.
The story in 6 lines · by baba
- Brown Hotels, an Israeli chain, has entered Italy with the acquisition of the Amedia Milan hotel.
- The Milan hotel will debut a new business-oriented brand from Brown Hotels.
- The expansion is partly a response to the severe decline in tourism to Israel.
- Brown Hotels is also significantly expanding its presence in Germany with six new hotels.
- The chain's primary focus for future growth is Western Europe and Greece.
- Brown Hotels currently operates 47 hotels across Israel, Greece, Cyprus, and Croatia.
Israel Canada's Brown Hotels chain is expanding its European operations by entering Italy for the first time with the acquisition of the Amedia Milan hotel. This move follows the company's recent expansion announcement in Germany. The Milan hotel will be the first under a new business brand developed by Brown Hotels, targeting the corporate traveler while retaining the chain's signature style and design.
Reuven Elkas, a co-owner of Brown Hotels, revealed that the new brand aims to cater specifically to business needs, with the Milan hotel set to feature dedicated workspaces. The four-star Amedia Milan has 148 rooms, a restaurant, bar, and conference facilities, and is located near Milan's business districts and San Siro stadium. Elkas stated that the hotel, recently renovated, will undergo further updates to align with Brown's lifestyle concept.
Despite its Israeli identity, the acquisition is not reliant on Israeli tourists. The Amedia Milan currently operates at over 70% occupancy without significant Israeli patronage, though Brown Hotels plans to make it more appealing to Israeli travelers in the future. This Italian venture comes shortly after Brown Hotels announced the addition of six hotels in Germany, including the Excelsior Hotel in Berlin, with five expected to be integrated by November, primarily for the business market.
Elkas acknowledged that the current downturn in tourism to Israel, due to the ongoing security situation, has influenced the company's strategic focus on European expansion. "There are no tourists in Israel. The situation is not good today in Tel Aviv, Jerusalem, and so on," he said. However, he affirmed the company's long-term belief in the Israeli market, where it operates nearly 3,000 rooms with additional luxury projects planned.
The primary focus for Brown Hotels remains Western Europe and Greece, with the establishment of a new management company in Western Europe to leverage its Israeli expertise. The chain currently manages 47 hotels across Israel, Greece, Cyprus, and Croatia, encompassing various collections from urban hotels to luxury resorts. The expansion into Italy marks another country for the chain, with further growth anticipated in Western Europe and Greece.
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