I recently published my reviews of the Tokyo EDITION Toranomon and Tokyo EDITION Ginza, and there was some interesting discussion in the comments section about the overall quality and value of the EDITION brand. I thought it would be worth talking about that in a bit more detail in this post, as I’m curious to hear how OMAAT readers perceive the brand.
In this post:
What Marriott’s EDITION hotel brand is supposed to be
EDITION is one of Marriott’s 30+ hotel brands. The way I view it, the brand is intended to be positioned as a hybrid between Ritz-Carlton and W Hotels. It’s essentially supposed to be like a more luxurious version of W Hotels, and like the equivalent of Ritz-Carlton for younger people, with more of a modern and lifestyle focus.
For some background on the brand, EDITION was founded in 2008 by Ian Schrager, the same guy who co-founded Studio 54 in New York. Interestingly, Schrager cut ties with Marriott as of 2022, so he’s not involved in the brand anymore.
At just over 15 years old, EDITION is actually one of the newer luxury hotel brands out there that belongs to one of the major hotel groups. Currently, EDITION has around 20 open properties, with another 10 or so properties under development.
The EDITION brand describes itself as offering “extraordinary style & exceptional service,” and as being a “boutique, design hotel” brand. Here’s the sales pitch:
No two cities are alike; Why should our hotels be? From New York City to Sanya, China, each property is designed to give guests a curated taste of the locale, reflecting the best of cultural and social miliieu. The result is a refreshing collection of individualized hotels (the anti-hotel chain), representing a new generation of luxury.
My perception of what the EDITION hotel brand offers
I’d like to think that I’m not any sort of an EDITION brand hater, or anything. Quite to the contrary, I’ve voluntarily stayed at several of the properties over the years, and I really like some of them. However, I remain confused by what the brand is actually going for, and I question how well the brand will age over the years, and how sustainable the current concept is, especially when it comes to pricing.
What are the first things that come to mind when I think of the EDITION brand?
- EDITION properties have a heavy focus on dining outlets, and often have restaurants and bars that are popular with locals, which is good in a way, but also a double-edged sword (since it can detract from hotel service levels)
- EDITION properties are almost never a good value; they’re priced at the very high end of what you’d expect from hotels of this caliber, and they also cut corners with Marriott Bonvoy elite perks, not offering free breakfast
- EDITION properties actually feel pretty low cost in terms of design, since the design is minimalist — there’s little art, not much furniture, and just a lot of white walls (usually not even with wall treatments, but just white paint)
- EDITION properties are pretty cookie cutter, and often lack many design elements that make them unique, but rather they all just kind of flow together
- EDITION as a brand doesn’t consistently offer attentive or anticipatory service; while staff are friendly, service just isn’t as personalized as you’d hope for, given the rates being charged
So this brings me to what I find interesting about the brand. I don’t perceive EDITION to deliver on anything that the brand claims to be:
- “Boutique?” 200+ room hotels are boutique?
- “Exceptional service?” Compared to what?
- “Extraordinary style?” Really?
- “The anti-hotel chain?” I’d argue the opposite is true…
I’ve gotta be honest, EDITION is the perfect example of a brand that I sometimes stay at because of the loyalty program angle. If EDITION were an independent hotel brand, I’m not sure I would’ve ever given one of the brand’s properties a try. It just shows the hamster wheel that loyalty programs often put us on.
Let me be clear, though — not all EDITIONs are created equal. For example, I think the Bodrum EDITION is gorgeous and is an example of what the brand could be, while I think the Tokyo EDITION Ginza has amazing service. But my point is that I view the properties as being that way in spite of being EDITIONs, rather than because they’re EDITIONs (due to the lack of consistency between properties).
How will the EDITION brand evolve over time?
I can’t help but wonder how the EDITION brand will evolve over time. The way I see it, we’re still on “EDITION 1.0,” 15+ years after the brand launched, and I don’t think we’ve seen any material strategy shift or design update for the brand. If you ask me, this presents some problems, as I don’t view EDITION as a “timeless” brand:
- I think the decor is just starting to look a bit drab and dated, and even new properties look like they don’t have cutting edge design
- With any lifestyle hotel concept, there’s a certain generation they’re going after, and as time goes on, you need to evolve, either to keep serving the same generation, or to serve the next generation
- The hotels charge top dollar while simply not delivering differentiated customer service, and almost seem more geared to outside guests at dining outlets, rather than hotel guests
- In many ways, I’d consider EDITION and Thompson to be comparable, with the main difference being that Thompson honors elite perks, generally has more reasonable pricing, and also puts a bit more effort into decor
From a hotel owner’s perspective, EDITION seems awesome — the design is low cost, hotels don’t have to offer much in the way of elite benefits, and the brand generates lots of outside revenue through its dining outlets.
But I can’t help but wonder if EDITION will suffer the same fate as W Hotels, and start to become a bit uncool. We’re finally seeing W Hotels undergo a brand refresh, but I can’t help but think that actually making the brand cool again will be a struggle. That’s the challenge with these brands designed for a specific generation at a specific point in time.
Bottom line
I struggle with Marriott’s EDITION brand. EDITION is intended to be a more luxurious version of W Hotels, and essentially Ritz-Carlton for a new generation. However, I find that there’s quite a difference between what the brand purports to be, and what it actually is.
EDITION properties generally have very steep pricing, while offering relatively little in terms of service, design, or amenities. But EDITION views itself as the anti-hotel chain, with extraordinary style, exceptional service, and a boutique vibe.
It’s possible that my impression is just very different than how others feel, which is why I’m writing this post, as I’d love to hear from the OMAAT community.
What’s your take on the EDITION brand, and what it offers, from the style, to the value?
I have looked at Edition hotels many times and never found them that compelling. Mostly they are are the top end of the price range of the hotels I am looking at, yet they have no lounge, limited elite benefits, often not even a desk in the room, and they generally just don't seem that special or interesting compared to some off Marriott's actual luxury properties like St Regis or a Luxury Collection hotel.
“ No two cities are alike; Why should our hotels be?”
Lol the main issue I have with edition hotels is that they all look and feel the same to me.
Exactly. Edition was designed for millennials who didn't want to stay at their grandfather's Ritz-Carlton. Historically (and maybe still today) they were exclusively operated by the Ritz-Carlton of Marriott. Now with millenials in their 40s, Edition just feels like a time capsule to something from 2006-2010. To be fair, W too.
Stayed at the w Rome after considering the edition. The W was fantastic - my take on the edition was meh. Your review is right on. I would say my experience with the W Rome was that the staff and service was first rate, exceptional, the best I have experienced.
Another satisfied guest at the Barcelona Edition here. Stylewise, servicewise, with the rooftop bar and the food, fantastic. It is not my absolute favorite hotel chain for the segment but I personally like the style which is why I would like to stay at more of them.
From what I have seen of the pictures, it is a competitor to Andaz (maybe half a step to a step behind Park Hyatt) and Luxury Collection except...
Another satisfied guest at the Barcelona Edition here. Stylewise, servicewise, with the rooftop bar and the food, fantastic. It is not my absolute favorite hotel chain for the segment but I personally like the style which is why I would like to stay at more of them.
From what I have seen of the pictures, it is a competitor to Andaz (maybe half a step to a step behind Park Hyatt) and Luxury Collection except it is less about location-centered style and individuality and more "elegant minimally styled luxury with light colors and tones" copied and pasted in different locations with that locale's interpretation.
The Barcelona Edition was great when I stayed there. They also all have great bathroom products by Le Labo specific to the brand. I'd also note that Ian Schrager isn't just "the guy that opened Studio 54," he introduced the concept of the boutique hotel.
I know this is the Marriott branding, but I find it really jarring to see the name of the hotel always in ALL CAPS, so much so that I actually find it hard to read these blog posts. Why can't we call it Edition rather than EDITION?
The clientele is by far the worst part of the EDITION experience, and is a major reason I tend to seek out other brands if I'm looking for something at that price point.
Ben - Don't you think that hotel brands (at least within the giant chains - Marriott, IHG, Hilton, probably Hyatt) are pretty meaningless? Do you seriously book a hotel based on brand and not location (within a city)/reviews/photos of the individual property?
is this a serious question???
@ LP -- Branding definitely doesn't mean as much as it used to, as the major hotel groups become more flexible with developers. However, I'd say EDITION is one of the more "consistent" brands, in terms of design, what it's going for, etc.
I don't choose a hotel solely because of the brand, but of course it's one of the many considerations. There are hundreds of hotels in major cities, so you have to start by narrowing your search somewhere.
Many of the same things could be said about Andaz, except that many of their hotels also lack good dining options.
@ Jack -- For sure, and I think Andaz has kind of lost its focus as a brand. The difference, as I see it, is that Andaz properties aren't nearly as expensive, on average. EDITION is pricing itself into the same range as many true luxury properties.
The London Edition is beautiful and we had great service, but for the price there are usually better hotels.
In the past couple of years, we've stayed at the EDITION West Hollywood and the Thompson Hollywood. At least at that location, the EDITION (which is beautiful) is several tiers above the Thompson (which is just OK) -- on location, design, room size, dining/bar options, and service.
@ shza -- While I haven't stayed at either, I definitely believe the hotels are in different leagues. But they're also priced completely differently, and the EDITION is way more expensive (typically at least double as much, if not triple as much).
I absolutely love the London Edition for whatever it is worth. Price was totally worth it. Service was wonderful, loved the premises and the food was excellent. Location cannot be beat
I agree the location is good and the service is great, but the rooms are tiny and for the price it would be hard not to choose another hotel in London
The only Edition I find that offers a stay I like is West Hollywood. Great staff and love the rooms with balconies overlooking the city. Restaurant is good as well and never crazy packed.
Shoutout to Miami Beach edition for giving me some sick ambassador upgrades over the years. Great people watching in the lobby and they usually keep the pool as a nice refuge.
Excited to check out Bodrum.
The fact that they seem to find enough punters paying those 5*+ prices for hotels that seem to be barely at the 4* level is testament to the success of the brand.
This concept definitely isn't for me, but I would like to encourage anyone who intends to keep spending that sort of money on mainstream hotels to please keep patronising Marriott's offerings and avoiding the local competition, especially Accor properties. Many thanks!
I’m not a fan of the hotel. As you mentioned, they’re trying to be an edgy hotel for young people and claim to but inconsistently provide top notch service. The “edgy hotel” is something I tolerate, not something I actively want. Furthermore, Moxy does it better at a far better price point. As for service, I don’t get consistently great experiences there. And again, I’ll tolerate far less active services at a chain like Moxy...
I’m not a fan of the hotel. As you mentioned, they’re trying to be an edgy hotel for young people and claim to but inconsistently provide top notch service. The “edgy hotel” is something I tolerate, not something I actively want. Furthermore, Moxy does it better at a far better price point. As for service, I don’t get consistently great experiences there. And again, I’ll tolerate far less active services at a chain like Moxy than for the Edition price point.
I think Bulgari and Four Seasons do a much better job with this market. FS is a traditional chain but inches into this territory with outstanding dining and craft cocktail bars. Bulgari goes more for the desired edginess.
Admittedly, I've never stayed at one, and that's primarily because they don't offer any material Bonvoy benefits. I do know several people who seem to like the brand, but these are people who care deeply about their personal image, and want to be perceived as rich, even though they really aren't. It seems like the biggest perk EDITION offers is being able to tell people you stayed at the EDITION.
These people are total losers
Bit of "pot calling the kettle black" with that one, eh @Arps?
You nailed the issue on the head with the 1.0 portion. It was cool 15 years ago but it hasn't evolved. Arguably even cool ~5 years ago. Now? They literally all look exactly the same inside and service is hit or miss. It's still better than your average Ritz-Carlton (not that that's saying much these days), and the events/parties are still good.
Ever hear the quote: the US has only 2 cities, NYC and Cleveland?
It's mostly true. I challenge anyone in midtown Atlanta to tell me it's materially different, architecturally or culturally or in any other way, from its analogous neighborhood in St. Louis (downtown Clayton) as an example. Or, how is manufactured Irvine, CA different from any other suburban car centric community. There's really nothing...
Ever hear the quote: the US has only 2 cities, NYC and Cleveland?
It's mostly true. I challenge anyone in midtown Atlanta to tell me it's materially different, architecturally or culturally or in any other way, from its analogous neighborhood in St. Louis (downtown Clayton) as an example. Or, how is manufactured Irvine, CA different from any other suburban car centric community. There's really nothing special about San Francisco other than the temperate weather all year.
And NYC isn't exactly truly special, it's just that the density gives rise to lots of things going on.
@ARPS: Hey, bite your tongue and leave NYC alone. NYC is truly special. Every aspect of NYC, even, the noise, grunge and dirtiness is special. It is a fascinating place.
Idk I've overwhelmingly heard negative things about EDITION.
The prices it charges does not align to the product you get. When you charge 5 star prices, the service needs to match. When you pay $1000/night, the entire experience should be seamless. More than just having a nice room/facilities, things should be very intentional and proactive.
It's quite analgous to airline seats and soft product really being a differentiator tbh. At the end of the day,...
Idk I've overwhelmingly heard negative things about EDITION.
The prices it charges does not align to the product you get. When you charge 5 star prices, the service needs to match. When you pay $1000/night, the entire experience should be seamless. More than just having a nice room/facilities, things should be very intentional and proactive.
It's quite analgous to airline seats and soft product really being a differentiator tbh. At the end of the day, plenty of hotels have great views and nice rooms, it's the hospitality and what's on the inside that matters. I've had fantastic stays at hotels, where the room might not be the biggest or fanciest, but the staff was what made all the difference.
I don't have much experience with the brand but, after having stayed at the Abu Dhabi EDITION a couple of months ago, I would likely seek them out. That hotel was one of the best I have ever stayed in in terms of service and design (and I travel for a living).
You are not the only blogger who has noted that their pricing seems a little out of step with the quality of the rooms they offer!
https://x.com/stoolpresidente/status/1765934684976951381
I believe that guy is a known sex abuser and should not be platformed