I’m not meaning to be a sassy jerk, but I’m curious if I’m the only one who feels this way?
EDITION’s marketing is unbelievably off-putting
As someone who is obsessed with the airline and hotel industry, I of course take great interest in how travel brands market themselves. I understand that broadly speaking, advertising and brand positioning is intended to be aspirational and to take some liberties, but sometimes I think companies cross the line.
For example, I recently covered how Delta is partnering with Chef José Andrés on its inflight meals. Great. What was less great is the absurd ways that Delta marketed this, with the airline claiming it (not the chef) was a “curator of taste experiences,” and “on the leading edge of culinary innovation.” Please, make it stop!
Anyway, in this post I want to talk about what I’d consider to be the hotel equivalent of Delta on this front — I’m talking about EDITION. EDITION is one of Marriott’s “luxury” brands, and it tends to be pretty controversial, as it’s a brand I’d consider to overpromise and underdeliver.
I just spent a night at the Singapore EDITION, which was perfectly pleasant. It was a typical EDITION, and I find EDITION to be a rather cookie cutter brand, without much variety between global properties.
That being said, what I couldn’t get over is how the hotel made itself sound like the greatest thing in history. When you enter the room upon arrival, the TV has a welcome message. Rather than being something along the lines of “welcome, we hope you have a nice stay, let us know if we can do anything to make it better,” the message basically tells you how you’re supposed to feel about your stay:
- “The hotel is an enchanting oasis of true luxury lifestyle that is not yet seen in Singapore”
- “You’ll find yourself planning a return visit even more you leave”
- “Enjoy your stay in a never-before-seen new generation of luxury lifestyle in Singapore”
For the record, below is a picture of my room. Is anyone impressed?
I’m not meaning to pick on this hotel specifically, because it was perfectly nice. But what I detest is how the EDITION brand consistently tells you that it’s the greatest and most original thing on earth, while ultimately delivering what’s a pretty cookie cutter and mid (as the kids say nowadays) experience.
Just look at the press release about any EDITION property opening. It’s a pure ChatGPT superlative dumpster fire, I don’t know how else to describe it. Every press release has an identical formula. For example, take the 2022 opening of the Madrid EDITION:
The Madrid EDITION is a complete surprise and a totally unexpected result that is entirely unique. It is something completely new that has never been seen before. It is where the total result is more than the sum of its individual parts. It is where 1+1=10.
The irony is that when I think of brands that have properties that are “entirely unique” and “something that has never been seen before,” EDITION is the brand that perhaps ranks last. The properties are mostly so similar (ones that are actually unique or interesting are the exception rather than the norm).
Even take a look at the 2023 press release about the Singapore EDITION opening. Of course the introduction of this hotel raised the bar in the city by several notches, and was something never seen before:
The arrival of The Singapore EDITION raises the bar several notches higher by adding an unforgettable mix of distinct experiences and original concepts with a lifestyle and luxury quotient the city has never seen. It captures the essence of Singapore but is presented in a new and modern way, adding a unique twist.
Or there’s this gem:
Unfolding like a theatrical play, every level of The Singapore EDITION takes on a different personality, offering unique guest experiences. Each individual element stands on its own but when combined, the sum of these individual parts exceeds its sum, creating an alchemy where magic happens.
Or this, which makes me wonder if I actually stayed at a different hotel:
At the core of the architecture and interior design of The Singapore EDITION is seamless access to nature with sweeping vistas and greenery integrated throughout, including a skypark and lushly planted, sunken garden that offers a tranquil escape from Singapore’s bustling Orchard Road shopping district.
In a hotel already filled with so many unforgettable memories, The Singapore EDITION saves its bravura moment for the swimming pool and rooftop terrace. Accessible via The Roof bar, the pool is framed with languid day beds and stretches a full 43-m from tip-to-tip, seemingly floating like an all-white space vessel over the garden courtyard nine floors below.
Below is the picture the hotel has of the “skypark.”
Meanwhile below is what it actually looks like.
Also, an “all-white space vessel?” Goodness gracious, please pass the psychedelics! That’s only the tip of the iceberg, but I think I’ve made my point.
Why do I even care, and does it even matter?
Why am I even writing about this? After all, just about every business takes some liberties with how it markets itself. Maybe I’m in the minority, but I’m just really put off when a company basically gaslights its customers with how it describes its experience, and it in no way reflects what guests actually experience.
Like, fast food chain Checkers’ slogan used to be “you gotta eat,” not “we’re on the leading edge of culinary innovation.”
Let’s be honest about what the EDITION brand is. It’s more of an upscale hotel brand charging luxury hotel prices, with a very simple, consistent, and generic room design, way too much fragrance pumped into the lobby, and it’s very cost efficient for owners (given the lack of Bonvoy benefits, simple design, revenue from food and beverage outlets, etc.).
What EDITION does a good job with is creating food and beverage outlets that are trendy, but that’s not really a core part of the hospitality experience (since they can be enjoyed by hotel guests and outsiders alike).
It just seems patently false to constantly describe the brand as elevating the standard in cities, being unlike anything that has ever been seen before, and claiming that every hotel is just so damn unique. EDITION properties are the antithesis of unique, in my opinion.
But hey, maybe I’m in the minority, and other people either don’t view the brand the way I do, or just don’t mind lies to this extent. It just feels like the brand does a terrible job managing expectations in this regard. But I guess nowadays “fake it till you make it” is considered to be a fair way to conduct business.
Bottom line
While it’s common for hotels to market themselves loftily, I don’t think any hotel group takes as many liberties on this front as EDITION. The brand constantly describes itself as setting the standard for luxury, offering unique hotels that have never been seen before, and where 1+1=10.
I just can’t believe that someone gets paid to put out garbage like this. But hey, maybe it’s just a part time job for an intern, and they just ask ChatGPT to write something ridiculous.
How do you feel about EDITION’s marketing?
