From Receptionist to CEO of Fattal: The Price of Success on the Way to the Top
Avia Magen reveals her journey from a junior employee to managing Israel's largest hotel chain, and shares the personal sacrifices she made along the way.
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Behind the glittering achievements of the Israeli hotel industry lies an inspiring story of professional growth, determination, and personal sacrifice. Avia Magen, now a partner and CEO of a new hotel chain in partnership with Airport City, rose from the bottom to the highest peaks of management.
Her career began as a junior employee in the Fattal chain: "I started working as a receptionist at a hotel in Eilat, and I enjoyed it. I moved on to be a reservations clerk, and later, after a period at Le Méridien Eilat, the CEO of the chain asked me to lead Club Med. I was only 27 years old, and eyebrows were raised: 'She is a child, a woman, she has two children — how can she manage?'"
Throughout her management journey, Magen frequently encountered stereotypes. She recalls a telling moment: "A guest arrives, furious about his room, and demands to speak with the CEO. I introduce myself, but he insists on seeing the manager. He expected to see a man, a serious, older person, not a young woman," she shared in an interview for "Kesef Mishelan" on Kan 11.
Professional success often demanded personal concessions. The relocations required for her career path raised deep doubts: "When I received the position of CEO of the company, I had to leave Eilat and my daughters told me: 'I will not forgive you.' That was the first time I asked myself if I did the right thing by uprooting them from their environment for the job of my life."
Despite the challenges, Magen proved her capabilities over a 24-year career at Fattal. From 2017 until 2025, she served as CEO of Fattal Israel, becoming the first woman to lead a hotel chain of such magnitude. Under her leadership, the company navigated complex crises, including the COVID-19 pandemic and the Iron Swords War. Magen, a law graduate from Ono Academic College, is considered one of the most influential figures in the Israeli business world. Today, as a partner in a new luxury hotel chain, including the Princess Hotel in Eilat and the Sarona Hotel in Tel Aviv, she continues to leave her mark on Israel's tourism sector.
