New Hotel Group Established in Israel: Almog Group and Pera Brand Merge
The Almog Group and partners of the Pera brand have signed a merger agreement to establish Tomiverse Hotels Ltd. The new company will combine financial strength and operational expertise to launch three major projects in Mitzpe Ramon, Tel Aviv, and the Dead Sea by 2027.
The Almog Group and partners of the 'Pera' brand have signed a deal to merge their hotel operations and establish a single entity — Tomiverse Hotels Ltd. This new company will combine the brand experience and operational capabilities of 'Pera' with the initiation, financing, planning, and construction expertise of the Almog Group.
The partnership aims to create a comprehensive platform for owning, developing, and operating hospitality assets in Israel. By integrating assets, capital, and management expertise, the parties intend to create a significant synergy that strengthens their market position.
Under the terms of the deal, Almog has committed to providing the full equity required for three major projects through owner loans. Construction for these sites—located in Mitzpe Ramon, on Ben Avigdor Street in Tel Aviv, and at the Dead Sea—is scheduled to begin in the first quarter of 2027.
Yair Biton, a co-owner of 'Pera', will serve as CEO of the merged company. Legal counsel for the transaction was provided by Adv. Roni Shema-Rimon and Adv. Doral Cohen of Rimon & Co.
Yaki Amsalem, CEO of the Almog Group, stated: "This is not an acquisition, but the creation of a unified company where each partner contributes their core strengths. Yair Biton will continue to lead the business, and the 'hotel DNA' built at 'Pera' will be central to our future growth as one of Israel's most compelling hotel groups."
Yair Biton added: "This strategic move combines Almog's financial strength and execution capabilities with our expertise in branding and management. We are building a platform that allows us to develop hotels deeply connected to their locations through architecture, design, and culinary experiences."
The deal is subject to preliminary approval from the Tax Authority. A request for a structural tax ruling was submitted on June 24, 2026, with the assistance of Kost Forer Gabbay & Kasierer (EY). The parties expect to finalize the restructuring within 2026.
Upon completion, the Almog Group will hold 29% of the share capital, with the three other partners each holding approximately 23.6%.
