Rip Off Nation - Israel's Tourist Industry Needs to Change

Israel has no shortage of detractors abroad and the international boycott and divestment movement is alive and well and gaining ground.  One would therefore expect that we would be falling over ourselves to ensure that the record numbers of tourists arriving in the country, who brave the excessive heat and humidity in order to enjoy the unique variety of history and high-tech, faith and adventure, or natural wonders and urban excitement; have an extraordinarily great time while on vacation in Israel.

Why then do so many tourists who otherwise extol the virtues of the country and its people and would happily recommend it to their friends; end up feeling that Israel is far more “Rip of Nation” than “Start Up nation”.

With the strength of the Shekel Israel is known as a relatively expensive holiday destination, however the exploitative manner in which the tourist industry and perhaps in particular the Hotel industry; takes these visitors for granted is shameful, not to mention extremely damaging to the country and its image.

Last weekend I went to visit friends from South Africa, in Israel for a family wedding.  They were staying at one the Herzlia’s “top” beach front hotels and were paying what they perceived as a “premium” price for the privilege.  No-one seems able to explain let alone justify the hugely inflated hotel room prices in Israel.  The main problem for my friends however was the extra charges for facilities and services, which in any other country would be supplied without charge.

One guest reluctantly paid NIS 100  per day for internet access, however was horrified to find out that this access was only good for his mobile phone.  If he wanted to access the internet via his computer, he would have to pay an additional NIS 100 .  He and his friends were also aware that internet access is free in every café in the country and failed to understand why it was not so in the hotel.

Another guest was happy to know that the hotel, although expensive had a well, appointed gym, where he could continue his daily workout routine while on vacation.  Once again he was horrified to discover that the inflated price he was paying for his room did not in fact include access to the gym and that he would be expected to pay extra for its use.

These experiences are seemingly typical across the country and I marvel at how tourists seemingly laugh them off as part of the “Israel experience”. But surely we want the “Israel experience” to be otherwise?

The arrogance of the Israeli Hotel and catering industry is quite frankly beyond belief.  The star system as applied to hotels in this country seems to bear little relation to the standards elsewhere in the world.  Sadly, any experienced world traveller will tell you that no supposed five-star Hotel in Israel would come close to a genuine five-star experience elsewhere in the world.  One tourist commented that their four star hotel in Eilat, would struggle to make two stars anywhere else in the world.

The service industry has much to learn and must significantly improve in order to match its competition across the world.  My South African friends had been in Cyprus just before arriving in Israel and were telling me about their hotel experience just across the water.  “No comparison”, they said.  They had been “spoiled rotten” throughout their stay in Cyprus with a level of service to match that of any they had experienced, along with a host of complimentary treats, such as chocolates, fruit and drinks, be it poolside, in their rooms or any other part of the hotel. 

They came away from Cyprus feeling that every effort had been made to make them feel welcome and ensure the highest level of comfort and satisfaction, whereas they left Israel with the impression that every effort had been made to “rip them off”.

Compare a weekend in Aqaba to a weekend in Eilat.  Aqaba wins hands down, both in price, value for money and quality of service.  If you want to spend a weekend at the Dead Sea, then sadly for us Israelis, yet again, you will have twice the experience for half the money in Jordan.

Israel cannot continue to take its tourists for granted.  Continued mediocrity accompanied by blatant profiteering is unacceptable.  Yes, Jews and Christians want to come here and will continue to do so regardless.  But what message are we sending out to the world?  We want visitors in this country returning to their home countries singing our praises.  We want them to come back again and again and we want them saying to their friends, “forget what you think you know about Israel, go find out for yourselves”.  It’s fantastic!

As it competes for tourists with the rest of the world in an increasingly competitive market, Israel has to raise its game and develop a service culture to equal the very best in the world. 

More important still, attitudes towards tourists needs to change, we need to see them as valued guests to be honoured and pampered and not as potential “marks” to be conned.

It is high time that hotels in this country actually earned their star ratings, operated accordingly and delivered an experience in excess of expectations, and the same goes for the rest of the tourist industry.

It’s called service!