Until 2010, the 21-floor skyscraper at the entrance to Jerusalem, certainly one of its land marks for arriving visitors, was the highest in the capital. When built in the early 1970s, it was branded as a Hilton hotel. A source of pride for the city. In the 1990s, the owners changed and the building was rebranded to the Crowne Plaza hotel. Maybe not as prestigious, but surely a source of pride. Last summer, when the epidemic dominated our lives, a new, unfamiliar brand appeared on the building roof: Vert. A new name, created by owners Africa Israel Hotels, a local brand. Is it still prestigious?
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