The Link, latest brand of Dan Hotels Corporation, opened its first hotel at the beginning of September 2018 and achieved 90% occupancy of open rooms in its first month.
“To balance our highly successful Dan properties we had been planning a younger concept for about five years,” says Dan Hotels Vice President Ami Federmann, who worked on the brand with his son Ron Federmann. Various ideas, including hostels and something called We’R (they own that name) were jettisoned. CitizenM hotels, but with more unique relation to the environment, provided the most inspiration.
The Link Hotel & Hub Tel Aviv is on eight floors of a converted office block in the hospital-centric area of Tel Aviv. Designed by father and son with the help of ARA Design’s Dana Leitersdorf, the anchor of the concept is the The Hub, on the lowest floor. This space has glass-walled meeting rooms, pool and other games, and a 24/7, meat-free, deli.
The Link is cashless – transactions must be by room-signing, credit cards or The Link app. The app, which is deliberately set to be seen as customer-centric rather than a marketing tool for the company, allows self check-in and check-out. It also activates door openings and room functions, including mood lights, and links to local concierge, arts and culture and retail sites. It can, in addition, be used to purchase the hotel’s art.
Tel Aviv is renowned for its street art and, curated by local photographer Daniel Siboni, the hotel has unique graffiti on all elevator floors, and in the 94 bedrooms, which include one that has four double-height bunks. Main rooms, from 170 square feet, are some of the most clever anywhere: Standard carry-ons life flat on a shelf above the safe in the door-less closet area, and they can be stored vertically at its side. Glass-fronted iceboxes are empty but for water bottles. Wall-set televisions are 55 inches wide. The basin is in the main room: the shower shares the toilet stall space. Serious black-out curtains are remotely controlled.
And arguably an industry first, bed comforters are disposable (although room attendants use them for floor cleaning). Another possible first is having a utility room, with complimentary laundry equipment and storage for late checkouts – this is next to the any-time Precor gym, and three-room spa.
“After six weeks, I am extremely happy. We will do a few more here in Israel before taking The Link to Europe capitals, and perhaps anywhere within four hours’ flight time from Tel Aviv,” says Ami Federmann.
