Marriott’s Autograph Collection has partnered with Israel-based Isrotel to introduce a new lifestyle hotel concept. The first result of this collaboration is Publica Isrotel, a 159-room property near Tel Aviv that opened softly a few months ago.
The partnership aims to broaden the brand’s international footprint by leveraging Marriott’s global distribution and marketing capabilities while allowing Isrotel to showcase Publica as a concept in the boutique and lifestyle hospitality segment.
Publica targets younger travelers who prioritize authentic destination experiences over traditional, opulent hotel luxury. One distinguishing feature is the members-only City Club, available to hotel guests and paying local members. The club offers access to fitness classes, live entertainment and curated events designed to foster a community atmosphere.
Situated in one of Israel’s more affluent cities, Publica seeks to attract guests and locals who appreciate exclusivity and personalized service. The hotel positions itself as a social hub where visitors and residents can connect with each other and with the neighborhood, blending accommodation, dining and events into a cohesive local experience.
Despite welcoming an upscale clientele, the hotel’s room rates remain relatively affordable, averaging around $180–200 per night, keeping the property accessible to a broader market.
Isrotel plans to expand the Publica concept over the next decade, with a target of opening 10 Publica properties and adding 1,500 rooms in Tel Aviv alone. Currently, Isrotel operates 17 properties across Israel, and the collaboration with Marriott represents a strategic step toward scaling its lifestyle offering internationally.