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April 2010 No. 317 “Princess Residence” The Princess Hotel has received approval from the Municipality of Eilat for the construction of 90 additional suites in four buildings, on part of its lawn area and on one of its tennis courts. This new compound will feature a separate entrance. “The units are being sold on a lease back basis,” Moneta explains. “The buyers will have use of them three months a year, while the hotel will be entitled to use them the rest of the time. Each will be between 60 m² and 70 m² in size and along with the bedroom, they are to feature a living room, bathroom, wc, kitchenette and balcony. The ground floor suites and the four penthouses in each building will be equipped with their own private swimming pool.” Marketing the Princess “We’re a full resort product,” explains the Princess Hotel’s Director of Sales & Marketing, Incoming Sara Cohen, “and my challenge in this new position is to see to it that the Princess provides all the services and facilities it requires, to enable me to generate additional demand for the hotel in FIT markets. We are constantly looking to improve these by upgraded our product - such as what we did by introducing our new VIP shuttle.” The hotel’s major incoming markets are Russian, France, Germany and the U.K., Cohen states, although more demand has come lately from North American groups. “The interesting part,” she reveals, “is that primarily, the hotel is not being sold to them as an extension; it is part of their package. This is a fairly new development for us from markets in Canada and the U.S. Although these tourists usually stay for no more than two nights, as compared with the average 8 The model new “Premium” room at the Princess Hotel, Eilat. five-night stay for FITs, it’s a still a welcome development.” The French Jewish market is a source of excellent business for the Princess Hotel, and Cohen says that Radio Juif is one of her more important marketing tools, usually leading up to the October and February Vacances and before the July-August summer holiday season. Along with this FIT tourism, the hotel also maintains a very strong presence in the French Jewish market for special events, she relates, for which it offers a number of unique options, such as pre-nuptial henna ceremonies in the adjacent wadi. “We did participate in a Parisian bride and groom salon this past March,” she adds. “However, most of our business in this market segment comes from word of mouth.” With regard to the Russian market, Cohen is quick to praise Eli Verter, who preceded her in her job: “He left me with an excellent base and now I’m building on this, adjusting myself to the realities of this market as it changes.” “Intensive marketing is the name of the game,” Cohen adds, “both for the hotel and for Eilat, and we must keep abreast of all the new developments. We’ve noticed recently that little by little, sites such as booking.com are entering the resort market, and we must be prepared to meet such developments and be part of them. Another important development would be if we could take advantage of our facilities, showcase them and submit bids to host international conferences and conventions. However, this could only happen if there were normal access by air to the city. Until this happens, it’s obvious that we - and also Eilat - won’t be in a position to do much with this market.” The Crowne Plaza Eilat and the Marina A number of years ago the management then of Israel’s Crowne Plaza Hotels decided to shut down the hotel and renovate
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