The EDITION chain of hotels is working its way through a vigorous expansion plan with new locations set to open around the world, to expand the brand’s current portfolio from 20 hotels to over 40 locations within the next decade.
In an exclusive interview with Arabian Business, Katrin Herz, General Manager, The Abu Dhabi EDITION said, “It is going to be a brand that will grow up to 30-40 hotels and the next five to 10 years. The next one will be Lake Como. We are all very excited to go there. There is quite a nice list of destinations coming up, split between Europe, Asia, the US and South America, some resorts, some city hotels, I think it will continue to grow.”
However, despite vigorous expansion plans, Herzemphasised that, “We do not want to grow too fast. It is important for us to get it right.”
The brand prides itself on a distinctive approach, embodying luxury but with “finesse.”
“It’s a modern luxury brand, obviously under the Marriott luxury hotel umbrella, but very distinct in a way that whatever works in other luxury hotels, we would not even get close to it,” Herz explained.
‘We’re not flashy, we’re not in your face’
Stepping into the Abu Dhabi EDITION, it becomes clear what the brand stands for, with vast open spaces, minimal design and neutral tones; the hotel offers luxury without elaborate design elements.
Compared to other lifestyle hotels which she believes heavily rely on design aspects, losing focus on service, Herz emphasised on the brand’s aim to provide an exceptional experience through attention to detail and personalised services.
“We always wanted to be very much into luxury service, incredible products, and real attention to detail, personalised service, surprise and delight.” This philosophy extends to their food and beverage offerings, with a commitment to delivering not just hotel restaurants, but “really good restaurants in a hotel.”
“We’re not flashy, we’re not in your face. I don’t want to mention names but we do not throw huge opening parties like some other brands in Dubai. We do it always a bit more subtle, but I think it has paid off and people really appreciate the finesse of it, you know?” Herz said.
The hotel features meticulously planned details, including custom scents curated by Le Labo and music specifically selected by a US-based expert who tailors the playlists to align with the hotel’s concept, the time of day, the time of year.
“We partner with a lot of third parties to get it really right,” she said.
Abu Dhabi tourism drive
The capital is making strides towards becoming a hub with increased focus on tourism, positioning areas like Yas Island as central for entertainment and family activities including Formula 1, concerts, comedy shows, NBA games and more.
“There’s so much going on in Abu Dhabi with sports, culture, and entertainment, all supported by great infrastructure and a strategic location,” she said.
However, the hospitality industry faces challenges, particularly in recruitment and competition from freestanding restaurants. “Recruitment is a global challenge, but we are blessed to attract talent from all over the world,” Herz said. The competition with independent dining establishments has pushed hotels to innovate continuously. “To attract people to your restaurants, you have to be really ahead of the game,” she added.
Abu Dhabi has implemented a multifaceted strategy to attract diverse visitors, capitalising on its varied zones that cater to different interests. Herz praised the city’s approach, “What Abu Dhabi has done smartly is it has done zones. People can come to Abu Dhabi for three very different purposes without getting stuck in the mess and traffic of the other zones.”
This zoning includes family entertainment with theme parks, malls, and sports events, cultural hubs like Saadiyat Island, and downtown areas with luxury and entertainment options.
“After COVID, we’ve really seen the strategy work out with the new airport opening and ramping up their direct flights to key destinations,” she said.
With the growth in tourism in the region and the demand for travel on an incline globally, the EDITION aims to function in key locations around the world.
“We have more people that travel to where the EDITION brand is because they fell in love with our property,” Herz exclaimed.
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