The Norman’s powerhouse hotelier retains top spot

In the last decade luxury travel has had a new meaning. With so many destinations and accommodation options around the globe, it’s all about offering something unique. And this growing desire for more personalized service and memorable experiences has put the spotlight on a different kind of stay: boutique hotels. Israel is no exception. I was curious to learn more about a hotel that constantly makes the headlines. Winner of Israel best boutique hotel by ‘World Travel Awards™2023’, ‘Most Eclectic Classic Hotel 2023 – Israel’, by prestigious LUXlife Magazine and among Top 5 Hotels in Israel:‘Readers’ Choice Awards 2023’ of Condé Nast Traveler readers rating, or ‘Israel’s best city hotel 2022’ as voted by Travel + Leisure readers. Trust me. These are just the recent positives. The list is endless. The Norman.

Tel Aviv is characterized by an eclectic variety of  architectural styles, dominated by Bauhaus buildings with wide porches, small windows and smooth lines which gave the city its “White City” UNESCO World Heritage site emblem. They are located in Nahmani street area, where the Norman is located. This hotel combines a bespoke, comprehensive, all round experience of Tel Aviv into one beautiful space. It boasts award winning restaurants, a gym, a rooftop pool and reputed service by enthusiastic welcoming team members.

We spent the night at the prestigious King Albert suite and it was a first hand luxury experience. King Albert the first was crowned King of the Belgians in 1909 and was known as the “Knight King” for his bravery in World War One. In 1933 he visited Tel Aviv where he was hosted by Mayor Meir Dizengoff, then also Honorary Consul of Belgium. After the King’s untimely death in a climbing accident in 1934, the City of Tel Aviv dedicated a square to his memory. Some might say it’s the most beautiful spot in the city, placed outside a suite carrying the king’s name. The pampering suite is a lifetime experience. Royalty combined with elegance. Guests will not easily forget the time they spent there. We are no exception.

The Norman will soon mark a decade since its opening in 2014 and it is certainly the right time to learn more from the person in charge of these magnificent hospitality achievements. The mastermind behind the endless awards.

In summer 2012, Yaron Liberman, then the Food and Manager of the Sheraton Tel Aviv, found himself sitting on the bench at the King Albert square, in front of classy old style buildings under renovations. He was pursuing a career in corporate hospitality that started at the Waldorf Astoria New York. He just got the news after meeting a representative of entrepreneur Jonathan Lurie that acquired the two old buildings in 23 and 25 Nachmani Street. Lurie planned to build a hotel there that will carry the name of his late father Norman, owner of Israel’s first boutique hotel, the Dolphin House in Shavei Tzion. Liberman was just informed that he won the tender to be the General Manager.

12 years later, while sitting on the very same bench at my request, I noticed the emotions, with a hidden tear in his eye. He hasn’t been sitting there ever since. “I accepted the offer because I felt that I received the opportunity to follow my true belief in old school hospitality”, says Liberman. “Right from the beginning I have founded a charter that contains 5 pillars that define what the Norman is all about. It became our hotel’s DNA – 

Architecture – we operate in historical buildings that were built in the early 1920s. Our architects captured the architectural splendor of early Tel Aviv mixed with the comforts of the 21st century with strict preservation.

Art – An art collector owns the Norman and we present amazing works that make rooms, suites and public areas unique. During the covid plague I wasn’t sure what would happen to tourism here. I was concerned, but the owner said to me: If you will not be able to manage a hotel, you will become a museum director. The Norman never ceased to be a hotel.

Culinary – The hotel offers quality non-kosher restaurants. Gastronomy is under the control of two talented chefs, Omer Shadmy and Daniel Tzur. Alena serves breakfast, lunch, and dinner and offers Mediterranean cuisine. The Library Bar is a perfect place for business meetings for guests wishing to relax. In the evening the lights dim and the atmosphere changes, but quality is maintained.

Design – we are using architectural elements here, made of original structures that were incorporated into contemporary textures and materials. Some elements that guests find breathtaking were purchased in the flea market of Paris.

Service – We are hiring people with a hunger to deliver exceptional service to guests. I have installed during the opening days a bell button underneath the reception desk, a memento from my Waldorf Astoria New York days. The moment guests arrive the receptionist pushes the button and a buzz is heard in numerous team members’ offices or phones. All the relevant employees, including myself, are leaving everything and we come to greet the arriving guests. This is the service I believe in and the people that work here share the same. All with one interest – the Norman’s success”, concludes Liberman.

For boutique hoteliers the real challenge is delivering a truly unmatched guest experience that travelers rave about for months after. No doubt that the powerhouse hotelier behind the Norman’s endless awards collection is doing wonders. When I ask Liberman what keeps him ambitious in the very same job for such a long time, he replies: “The everlasting competition of new boutique hotels in our area is a real challenge and we have to improve and do better every day. In addition we are soon celebrating our 10th anniversary and planning the occasion in a unique way, is also an important reason. A third building, the Norman residences, across from the current hotel is in full gear construction, due for completion in early 2025. It will contain 7 suites, a lavish spa and a fine restaurant. Here you have enough reasons for me to continue carrying the torch”, he says.

Like all hoteliers around the globe Liberman is most concerned about recruiting and preserving employees. “This is the biggest challenge of hospitality”, he says. When I present him the recent research study, entitled “Hospitality in 2025”, conducted by Oracle Hospitality, that nearly three-quarters of travelers in the US want to use their mobile device to manage their hotel experience, including checking in and out, paying, ordering food, and more, he replies with an interesting answer: “small upscale hotels like the Norman offer luxury and personal service.  This will not change. It’s a people business. The big classic hotels – facing the same problems of workforce shortage – will have to adapt to the technology. In The long run it will be impossible for them to compete with the boutique hotels and brands as far as luxury is concerned”.