Neurosurgeon Applies Medical Techniques to Increase Tel Aviv Hotel Occupancy

Tel Aviv, Israel, May 31, 2005 -- When Dr. Giorgio (Marco) Rubin, a neurosurgeon at Beilinson Hospital, acquired the Dizengoff Suites Hotel he knew it was in serious need of care. Hotel occupancy was too low. He immediately started to apply standard medical diagnostic tools to analyze his hotel and decide on a treatment plan.

Before surgery, Dr. Rubin makes sure the patient is fully prepared both physically and emotionally. For his hotel he also decided to prepare both the physical and non physical aspects before starting a marketing campaign. He renovated the hotel suites first and then redid the non physical aspects – the internet site. Only when everything was fully prepared did he start treatment – implementation of his marketing plan.

Dr. Rubin was new to this so he first decided on exploratory marketing. He tried various traditional marketing channels with little success. Since his "patient" was not responding to traditional treatment he turned to internet marketing. Dr. Rubin starting with hiring a firm to conduct a modest PPC campaign on Google.

This resulted in an increased occupancy of this Tel Aviv Hotel from 55% five months last December to 88% last month. "If this continues I will consider adding more rooms to the hotel" was Dr. Rubin’s reaction to the good news.

Dr. Rubin's father acquired the apartment building in the heart of downtown Tel Aviv in 1967. The flats were keymoney rentals, and tenants could continue to live there indefinitely. It took 28 years until the final tenant was finally bought out. At that point, the senior Mr. Rubin rented out the entire building and it was converted to a hotel.

This venture was not successful, and in 2003, Dr. Rubin took over ownership of the property. Today, Karen Rubin, general manager of the hotel, her husband, Dr. Rubin, President, and Mrs. Rubin's father work together to make Dizengoff Suites Hotel a warm, welcoming place for its guests.
For additional information please contact Karen Rubin or visit http://www.dizengoffsuites.co.il

About Dizengoff Suites:

Dizengoff Suites Hotel, located on the famous Dizengoff Street, near restaurants, shopping, other Tel Aviv hotels and the beach--ideal for Tel Aviv vacations or business trips. The hotel consists of 20 suites in three sizes, all with kitchenette facilities. The smallest suite accommodates from one to three guests, while the luxury rooftop suites accommodate up to five guests. All of the newly renovated suites have new furnishings as well as availability of wireless internet connectivity.
Contact:
Karen Rubin, Director of Public Relations and General Manager
Dizengoff Suites Hotel
+972-3-523-4363
http://www.dizengoffsuites.co.il
###