Marriott’s lifestyle brand Edition is expected to debut in the Middle East with the opening of an Abu Dhabi property in 2014.
The 244-room Abu Dhabi Edition is under construction, located in the mixed-use Al Bateen Harbour complex in Abu Dhabi Marina.
“The Edition is a component of a large mixed-use development which features apartments and retail, it is anticipated construction will take a few years to complete,” revealed Jeff Strachan, vice president sales and marketing, Middle East and Africa continent, Marriott International.
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Strachan declined to comment on the value of the project.
When asked why the chain had chosen Abu Dhabi as its Middle East debut for the brand, he said: “Edition is an exciting brand, Abu Dhabi is a progressive capital city and the Marina provides a wonderful very appropriate vibrant location”.
In the past, observers have drawn similarities between Marriott’s luxury lifestyle brand Edition ,which has been created in partnership with Ian Schrager, and Starwood’s W. However, Strachan asserted that the design team at Edition is “unique”.
“Copying is not part of their DNA, the real proof will be in the hotel’s unveiling… nuances which make the hotel unique are kept under lock and key at present,” he added.
Marriott launched the Edition brand four years ago, with plans to open 100 hotels in 10 years, but growth has been slower than anticipated. Two Edition hotels are open globally – in Honolulu and Istanbul.
Owners of the Honolulu hotel subsequently sued Marriott claiming that the chain had not developed the brand as much as a promised.
In January, Marriott announced it was on track to have six hotels operating in major global gateway cities on three continents by 2015.
In addition to Bangkok and Abu Dhabi hotels, announced in January 2012, contracts have been signed for properties in Los Angeles and Gurgaon, India.
Edition-branded hotels are also under development in London, Miami Beach and New York.
Asked whether Marriott had plans for any other Edition hotels in this region, Strachan said: “Our team is always actively searching for locations for all of our brands”.
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