Edition Hotels marks the next chapter in the lifestyle hotel story. The new brand is conceived by Ian Schrager in a partnership with Marriott International.
We sat down with Alexandra Withers, the brand’s VP of Sales & marketing, and discussed the evolition of the brand globally with properties through Asia, the Middles East, Europe, and the United States.
EDITION is the newest brand for Marriott Hotels, tell us more about the brand’s DNA – Who’s the ideal EDITION guest?
EDITION Hotels are Ian Schrager’s refreshing collection of one-of-a-kind modern luxury hotels, created in collaboration with Marriott. The brand is an evolutionary response to the desire for a sophisticated experience from the guest with a contemporary lifestyle.
When it comes to guest profile, we don’t look at demographics but rather psychographics. The EDITION guest is a tastemaker, an “in-the-know” individual who desires and seeks the next great authentic experience, not the next hot trend.
Through an unexpected sense of drama unique to each hotel, EDITION fulfills this type of global luxury traveler’s need for a brand that marries unique design, luxury service, entertainment and the art and science of hospitality.
How do you see the brand evolving in the next couple of years?
EDITION has the unique privilege of growing the brand globally vs. focusing their growth in one specific region. Over the next few years, we will have EDITION properties through Asia, the Middle East, Europe and the US allowing our guest to travel globally with us.
With last years opening in Miami and two new openings in New York during 2015, where can we see the next openings and why are they exciting?
Our next group of openings are exciting because we’re launching them in regions we have not been to before such as China, Bangkok, Abu Dhabi, Reykjavik amongst others. We are looking forward to introducing the brand in this area and sharing our point of view on hospitality with them.
What’s the most important aspect of a stay for Edition guests?
EDITION employees are emotionally engaged in the service they provide and it’s a difference our guests can feel. We hire individuals who relate to the brand from a lifestyle perspective and are personally committed to our ideals. Our desire is to infuse emotion into a check-in/check-out world by bringing each location to life in an intimate, seductive environment.
Last question, what’s your favorite city in the world and why?
It’s New York – the best city in the world!