A New Era in Luxury Accommodation: Marriott unveils the Edition Hotels.
http://edition.cnn.com/video/data/2.0/video/business/2013/09/20/qmb-intv-arne-sorenson.cnn.htmlÂ
http://edition-hotels.marriott.com
Hotel and Hospitality giant Marriott demonstrates that it is not about to rest on its laurels. It seems that 5 stars are no longer an emblem of luxury and status in today’s world, and Marriott pushes its boundaries by catering to an emerging market of hotel customers who crave the luxury experience.
Marriott thus developed a line of hotels named “Edition”. Like its name suggests, the line ensures that each individual location preserves its identity uniqueness according to “destination and time”(Marriott.com).
Currently there are only two EDITION Hotels, in Istanbul, Turkey, and London, U.K., respectfully. From an observer’s perspective, I believe this will positively impact Marriott’s efforts in preserving exclusivity within this particular brand.
Such a venture is demonstrative of Marriott’s forward-thinking business model. It is very easy for established and recognized brands like Marriott to fall into a predictable cycle. This shows that alongside expansion (Marriott operates more than 3,800 branches in 74 countries), brand development is crucial in retaining consumer interest.
