In the past few years, Israel has witnessed the establishment of several private chains of small, family-run hotels at the 3-4 star level, with reasonable prices. Each hotel has its own unique charm.

Dudu Mahleb, CEO of online travel agency HaDaka Ha-90, says that one of the problems facing these chains is their inconsistent levels of quality. Unlike the 5-star chains, including Isrotel, Sheraton, Fattal or Holiday Inn, "here the client does not know what to expect."

Also unlike the large chains, whose prices are set a year in advance, the smaller hotels change their prices every quarter.

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"The advantage of 4-star hotels is evident in peak seasons," says Mahleb. "When occupancy rates are high, the price differences can be up to 50 percent."

Yossi Fatael, director general of the Israel Tourism and Travel Agents Association, says that a hotel's concept is just as important as the quality of the rooms - if not more so. Fatael feels there has been an increase in the number of well-appointed 3-4 star hotels that are suitable for both domestic and foreign tourism.

Prima's many faces

"5-star hotel tourists spend most of their vacations at the hotel and expect a high standard of relaxation, entertainment and food," explains Fatael. "The target market for the 4-star hotels, on the other hand, is people looking for added value activities and a proximity to nature. People who go on bicycling trips are the typical clientele at these hotels."

The Prima hotel chain has eight hotels throughout Israel. The hotels are owned by New Yorker Henry Moskowitz, and were operated on an independent basis until 1995. Then-CEO Eti Levy decided to unite them into a chain. Over the past few years, most of the hotels have been renovated at a cost of over NIS 70 million. Levy explains that each hotel has its own special concept of design, atmosphere, taste and personal hospitality.

The Dead Sea Spa Club, for example, features ethnic Moroccan decor. The hotel is geared for guests aged 18 and over, and guests are not allowed to smoke or use cellular telephones. The hotel has 98 rooms that all face the Dead Sea. The cost per weekend night during the winter is NIS 750-1,000 per couple, on a half-board basis. Adjacent is the Prima Dead Sea Oasis, which is a family-oriented hotel.

Prima Tiberias is a 3-star hotel on the mountainside, facing Lake Kinneret and the Galilee. Current rates: NIS 300 per night, including breakfast; NIS 400 per night on weekends, with half board.

Prima Music Eilat faces Coral Beach and all the hotel's activities are connected to music. Prices on a half-board basis are NIS 380 during the week and NIS 440 on weekends. HaDaka Ha-90 is currently offering a two-night weekend package, valid until March 31 at NIS 555 per couple including breakfast. Guests who pay via credit card are eligible for an additional NIS 100 discount in exchange for stars or points.

Prima Tel Aviv, formerly the Astor Hotel, is located beside the Dan Hotel, facing the promenade. The hotel has 60 rooms, mini-suites with a view of the sea, wireless Internet and the Shangrila restaurant. Rooms start at NIS 450 per couple, including breakfast.

The Prima Royale, in Jerusalem's Talbieh neighborhood, is close to the city's theaters. The hotel has 126 rooms and features rotating art exhibitions. Rooms are NIS 450 per night, week nights only. Also in Jerusalem are the Prima Palace and the Prima Kings, both in the city center.

Atlas' tributes to history

The Atlas hotel chain operates seven hotels, managed by Leslie Adler and Danny Lipman. Each hotel has its own theme, inspired by the building's history. Six of the hotels are in Tel Aviv: Basel, Tal, Melody, City, Center and Cinema; and one, the Nova Suites, is located in Eilat.

The Cinema Hotel on Dizengoff Square is in the building that once housed the Esther cinema, one of Tel Aviv's first movie theaters, and the hotel's past is evident in every corner. Price per couple, including breakfast, is NIS 543, week nights and weekends.

The Center Hotel, one of the oldest in Tel Aviv, is located in a Bauhaus building and offers a nostalgic tribute to the city. A stay at the hotel includes a bicycle tour, at no extra charge. Price per couple, including breakfast, is NIS 476, week nights and weekends.

Atlas is currently completing the renovation of the Melody Hotel on Hayarkon Street in Tel Aviv, opposite the Hilton Hotel.

The Nova Hotel in Eilat was built as a suite-style hotel, designed mainly for families.

Shalom Plaza's twin peaks

The Shalom Plaza chain was founded in 1992, and its largest hotel pair is located in Tiberias. The Shalom Plaza Tiberias and the Tiberias Spa are adjoining wings atop the mountain overlooking Lake Kinneret and facing the Golan Heights. The larger wing has 105 rooms and opulent suites, while the spa wing has 65 rooms and a lobby bar. Price per person in a double room for two nights on weekends at half board is NIS 420.

The Shalom Plaza Hacienda Forestview is in the heart of a forest between Ma'alot Tarhisha and Kfar Vradim. The hotel, which is styled like a Spanish estate and has 140 guest rooms, was hit by rockets during the second Lebanon war and is due to reopen for Passover, after the completion of repairs and renovations.

Shalom Plaza Eilat is in the heart of the city, beside the shopping mall and within walking distance of the airport. This hotel has 150 particularly spacious rooms. Price: NIS 390 per person in a double room for two nights on weekends at half board.

The Shalom Plaza Neve Ilan Hotel is nestled in the Jerusalem Hills, with 160 spacious rooms, including some with Jacuzzis. Price: NIS 620 per person in a double room for two nights on weekends at half board.