Blending Luxury and Lifestyle
The vision of EDITION is to create a truly distinct product that sets itself apart from anything else in the market, with the goal of becoming the first true blend of luxury and lifestyle. Here, RLI sits down with the Global Managing Director of EDITION Hotels, Josh Fluhr, to speak about the expansion of the brand and what its next goals are.
Stunning microcosms of the world’s top cities and featuring fantastic service, F&B and entertainment, EDITION Hotels are positioned in gateway locations around the globe. Including world-class dining and entertainment, services and amenities all under one roof, each property is completely unique, reflecting the best of the cultural and social milieu of its location and of the time.
The business has a global presence and their properties are located in some of the most sought-after destinations in North America, Europe, Asia and the Middle East. The upcoming opening of their newest hotel in Rome will bring their portfolio to 16 and includes sites in London, Miami Beach, New York, Sanya, Bodrum, Barcelona, Shanghai, Abu Dhabi, Times Square, West Hollywood, Tokyo, Reykjavik, Dubai, Madrid and Tampa.
“We launched The Tampa EDITION back in September and it is a perfect example of how each property merges our signature sense of refined simplicity and style with thoughtful nods to the distinctive locales we are situated in,” explains Josh Fluhr, Global Managing Director, EDITION Hotels. “Purpose-built for Tampa specifically by integrating elements that evoke the neighbourhood’s wellness-focused ethos, the hotel seamlessly blends the energy of a major metropolitan city with the sensibility and facilities of a warm-weather resort,” he continues.
The hotel is spread over 26 stories and features 172 rooms along with 38 private residences, a rooftop terrace with a pool, expansive spa and wellness facility, fitness centre and seven bars and restaurants including Lilac by Chef John Fraser, which recently had the distinction of being awarded a Michelin star.
Looking to the future, Fluhr explains that they have an exciting pipeline for the remainder of 2023, with the company’s first hotels in Singapore and Mexico set to open as well as their second location in Tokyo which is expected to launch in Q3 or Q4. This expansion will continue in the years to come as their portfolio is expected to double in size by 2027.
In addition, the first standalone EDITION branded residences are anticipated to launch in Miami Edgewater in 2026 and Fort Lauderdale in 2027. This interest in standalone residences from the development community is a clear indication of the strength of the brand.
When asked what it is that initially attracts the company to new properties, Fluhr highlights that their goal is to continue to create a globally diverse portfolio of hotels and location is paramount to the brand. “We want to be in interesting, sought-after places that in and of themselves are destinations for our target audience, but we also consider locations where we can help revitalise the locale – Tampa is a prime example. Since we opened The Tampa EDITION, we have seen increased brand interest from Central and South America, both from the guest and development perspective.”
Although all the hotels look completely different from one another, the brand’s unifying aesthetic is in its approach to modern lifestyle rather than its appearance. EDITION is about an attitude and the way it makes people feel as opposed to the way it looks. Sophisticated public spaces, finishes, design and details serve the experience and with their restaurants, bars, nightlife and entertainment venues alongside their rooftops, pools, spas and gyms, they create destinations within a destination.
Playing pivotal roles in the market today, e-commerce and social media are key considerations for the company and their ShopEDITION e-commerce platform was created because guests wanted to purchase products from their hotel stay to recreate the EDITION experience in their own homes. They also recently launched the EDITION Artist Series, a range of unique items crafted by local artisans in their hotel destinations.
“In addition to the brand’s social channels, each individual hotel now has its own social media account. The content is carefully curated to showcase not only the hotel experience but also the destination through the EDITION lens. People look to the brand for inspiration and as a guide to the locale so our teams spend significant time developing engaging social content featuring key brand pillars while also sharing cultural happenings, both inside and outside of the hotels,” comments Fluhr.
Away from this, the business is continually striving to improve their sustainability practices across the board. They are removing single use plastic from their hotels, changing to large format residential Le Labo bath and body bottles in guest rooms instead of miniature ones, replacing the plastic key cards with wooden ones, shifting to boxed water, using stone paper to wrap their amenities, switching to bamboo toothbrushes and more. Their property teams are also focused on evaluating their operational practices to identify areas to minimise environmental impact, with several of their hotels already achieving local and global sustainability certifications for their efforts.
EDITION hotels offer the perfect intersection and balance between luxury and lifestyle. Their guests desire sensory experiences in an elevated environment where they feel part of something special, that is what the entire team across the business brings to life and this global brand consistency is a key component of their success.
“Maintaining brand consistency on a global scale amidst our rapid expansion, doubling our portfolio by 2027 and introducing standalone residences, will be our biggest challenge,” highlights Fluhr when we ask what lies ahead and what is the greatest challenge facing the company.
“Keeping the culture, service and standards intact will be crucial in order to avoid brand dilution. We have seen it happen with other brands so this is top of mind for the entire team moving forward as it is what makes the EDITION brand so special.”
