Prima Hotels Israel

What Prima Hotels Israel does

Prima Hotels Israel (מלונות פרימה) is a privately held, locally-inspired hotel concept chain founded in 1990 and headquartered in Tel Aviv. The company operates 16 hotels across Israel's seven main tourism and business regions — Tel Aviv, Jerusalem, Eilat, the Dead Sea, Tiberias, Netanya, Ra'anana, and Petah Tikva — plus three boutique properties in Athens, Greece (Boss Boutique, Breeze Boutique, and Delphi Art Hotel), making 19 properties in total with an average of approximately 100 rooms each. The portfolio is organized into multiple brand collections (Locally Inspired, Lifestyle, Business, Free Spirit) ranging from 22-room boutique adult-only properties to the 213-room Prima Kings Jerusalem, and includes specialized spa and events verticals (Via Maris spa in Netanya, Oasis Spa Club at the Dead Sea, and a 500-guest event venue at Prima Millennium Raanana). Several properties hold kosher certification under local rabbinates, positioning the chain for both leisure and religious tourism.

The company runs a direct-to-consumer go-to-market motion centered on its own website (prima.co.il, available in seven languages), a 9995* call center, WhatsApp Business, and a tiered loyalty architecture: the free VIPrima consumer club (10% booking discount, 5% points, birthday perks) and the VIPrima Biz corporate program (20% discount for 5+ night stays, flexible check-in/out, dedicated account managers). Distribution is direct-first; the chain owns its customer relationship end-to-end rather than relying on OTAs, and a Simplex-powered booking engine handles online reservations. Revenue streams include room accommodations, F&B (multiple on-site restaurants and bars), spa services, meetings and events, gift cards, and loyalty membership.

Segment coverage spans leisure travelers (primary), corporate and business travelers, families, Jerusalem religious tourists, and wellness/spa seekers. Customer-facing service is supplemented by a partnership ecosystem including Holmes Place (fitness), ME Events (event production), and easy.co.il (location services). Ownership, financial performance, and management team data are not publicly disclosed, and the chain has no listed parent company, no funding rounds on record, and no public ticker.

Name

Prima Hotels Israel

Legal name

Prima Hotels Israel (מלונות פרימה)

Website

https://prima.co.il

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Prima Hotels Israel is a privately held, 35-year-old hotel chain operating 16 locally-inspired properties across Israel's key tourism and business destinations plus three Athens boutiques. It serves leisure, corporate, family, religious, and wellness travelers through direct booking, on-site F&B and spa, and a tiered loyalty program.

Ownership category

akta.pro rank

Product category

Hotel & Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110), Accommodation (721)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

akta.pro secondary industries

Business & Corporate Full-Service Hotels (THAGAAAE), Boutique Resorts (Small-Scale Resorts) (THAGADAJ)

Keywords

• Hotel accommodations
• Hospitality services
• Spa and wellness
• Meeting and events
• Hotel loyalty program

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices18 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Room Accommodations: Core revenue from hotel room bookings across 16 properties in Israel and 3 in Greece. Average hotel size of approximately 100 rooms. Includes various room types from classic to suites.
2. Food and Beverage: Revenue from on-site restaurants and bars including Maisha restaurant, Yasso Greek Tavern, Cafe Popular bistro bar, Mosaic restaurant bar, Pizza Vera, and grab-and-go concepts.
3. Spa Services: Revenue from spa treatments at Via Maris spa in Netanya (1000 sqm facility) and Oasis Spa at Dead Sea. Includes treatment packages and spa facility access.
4. Meetings and Events: Revenue from meeting rooms and event spaces across properties. Venues range from small 15-person rooms to large halls accommodating up to 500 guests.
5. Gift Cards: Gift card program allowing purchase of vacation experiences at any Prima hotel.
6. VIPrima Membership Fees: Free membership program that drives repeat bookings through accumulated benefits. Membership available to individuals 18+.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Prima Hotels Israel operates a network of 19 hotels (16 across Israel and 3 boutique hotels in Athens, Greece) under multiple brand collections including Locally Inspired, Lifestyle, Business, and Free Spirit. The chain sells room accommodations, food and beverage at on-site restaurants, spa treatments at Prima Spa facilities (Dead Sea and Netanya), meeting and event venues accommodating up to 500 guests, and gift cards, complemented by the VIPrima consumer loyalty program and VIPrima Biz corporate club. The chain emphasizes locally-inspired concept design, with each property reflecting the character of its destination.

Differentiator

Problem solved

Functional benefit

Brands

• VIPrima: Loyalty club offering 10% discount on bookings, 5% points on purchases, and additional birthday month discounts
• VIPrima Biz
• Prima Spa

Products and services

• Hotel Accommodations - Israel (16 properties) A portfolio of 16 hotels across Israel spanning Tel Aviv, Jerusalem, Eilat, Dead Sea, Tiberias, Netanya, Ra'anana, and Petah Tikva, ranging from 22-room boutique properties (Jacob Samuel) to a 213-room city hotel (Prima Kings Jerusalem). Includes Mendeli Street Hotel, Prima Tel Aviv, Prima City, Hotel 75, Jacob Samuel, Prima Kings, Prima Royal, Prima Park, Prima Palace, Prima Vera, Prima Music (Eilat), Oasis Spa Club (Dead Sea), Prima Galil (Tiberias), David Tower (Netanya), Prima Millennium (Ra'anana), and Prima Link (Petah Tikva). Several are kosher-certified and include on-site restaurants, pools, and event spaces. For individual leisure travelers, families, business travelers, and tour groups.
• Hotel Accommodations - Athens, Greece (3 boutique hotels) Three boutique hotels in Athens, Greece: Boss Boutique Athens, Breeze Boutique Athens, and Delphi Art Hotel Athens, marking Prima's first international expansion. For leisure travelers and tourists visiting Athens.
• Prima Spa - Wellness and Spa Services Branded spa and wellness services at the Oasis Spa Club at the Dead Sea (Moroccan-style with hammam, sauna, jacuzzi, indoor saltwater pool) and Via Maris Spa at David Tower Hotel in Netanya (1,000 sqm facility). Includes treatment packages, spa facility access, and special promotions. For wellness travelers, couples, and hotel guests seeking therapeutic and relaxation experiences.
• Meetings and Event Venues Meeting rooms and event spaces across Prima properties ranging from small 15-person rooms to large halls accommodating up to 500 guests (notably at Prima Millennium Raanana). Includes event coordination in partnership with ME Events for weddings, corporate events, conferences, and seminars. For corporate clients, event organizers, and groups.
• Prima Hotels Gift Cards Gift card program allowing customers to purchase vacation experiences redeemable at any Prima hotel across the chain. For individuals giving gifts and recipients redeeming hotel stays.
• VIPrima Biz Business Club Corporate membership program offering 20% discount for stays of 5+ nights, business pricing, room upgrades, flexible check-in/check-out, and 15% discount on food and beverages. Includes two dedicated business account managers (Adi and Ofek) and dedicated business hotels in Ra'anana (Prima Millennium) and Petah Tikva (Prima Link). For corporate clients, business travelers, and companies arranging frequent business stays.
• VIPrima Loyalty Program Free consumer loyalty membership program offering 10% discount on vacation bookings, 5% point accumulation on purchases, 10% discount on spa treatments, and 5% additional discount during the member's birthday month. Points are valid for 36 months and membership is open to individuals 18+. For individual leisure travelers and repeat customers across all Prima properties.
• On-site Food and Beverage Restaurant and bar operations at Prima properties including Maisha restaurant, Yasso Greek Tavern, Cafe Popular bistro bar, Mosaic restaurant bar, Pizza Vera, and grab-and-go concepts. Breakfast is offered at most properties (e.g., 85-120 ILS per adult). For hotel guests and walk-in diners.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Two partnerships are on record, tiered minor and core.

• ME EventsminorImplementation/ SI/ Consulting PartnerME Events manages premium event spaces at Prima Millennium Raanana, providing professional event production for weddings and corporate events up to 500 guests.
• SimplexcoreTechnology or IntegrationSimplex provides booking engine technology for Prima Hotels website, powering online reservations across all chain properties.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dan Hotels: Long-established Israeli hotel chain with flagship properties in Tel Aviv, Jerusalem, Eilat, and Herzliya. Comparable to Prima's full-service urban and resort hotels serving both business and leisure travelers.
• Fattal Hotels (Leonardo Hotels): Israel's largest hotel chain, operating mid-market and upscale hotels across Israel and Europe. Directly comparable to Prima in terms of multi-region Israel footprint, mixed leisure/business mix, and direct-to-consumer distribution model.
• Brown Hotels: Israeli boutique hotel group with lifestyle and design-led properties in Tel Aviv and Jerusalem. Closely comparable to Prima's boutique 'Lifestyle' and 'Free Spirit' collections (e.g., Hotel 75, Jacob Samuel).
• Isrotel: Major Israeli hotel chain with strong presence in Eilat, Dead Sea, and other resort destinations. Comparable to Prima's resort and spa properties (Oasis Spa Club, Prima Music Eilat) and its domestic leisure-travel focus.
• Atlas Hotels: Israeli hotel operator running a multi-brand portfolio across leisure and business destinations. Comparable to Prima's diversification across collections (Locally Inspired, Business, Lifestyle) within Israel.
• Tamares Hotels: Israeli hotel group with properties in major cities and resort regions. Similar to Prima in operating a mid-sized domestic chain with multiple brands and direct booking channels.

Regional players

• Grecotel: Largest Greek hotel chain, with resort properties across Greece. Comparable to Prima's Athens boutique expansion as a regional incumbent against which the new Greek properties will compete.
• Electra Hotels: Greek hotel group operating city and resort hotels in Athens and other destinations. Comparable to Prima's Greek boutique properties in Athens as a regionally established operator.

Broad incumbents

• Marriott Hotels: Global multi-brand hotel company with a growing presence in Israel. Competes with Prima in the upper-midscale and full-service urban segments but at global scale with broader loyalty distribution.
• Hilton Hotels & Resorts: Global hospitality leader with full-service and lifestyle brands in Israel. Overlaps with Prima's Tel Aviv and Jerusalem full-service properties but with significantly larger loyalty base and global reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PrimaHotelsClub
• Instagraminstagram.com/primahotels/?hl=en
• LinkedInlinkedin.com/company/prima-hotels-israel

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries19 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Prima Hotels Israel