Edition, the luxury hotel brand founded in New York, is making waves as it prepares to open its doors on Saudi Arabia’s Red Sea. While the Kingdom’s western coastline welcomes a wave of high-end hospitality brands to Shura Island, the Red Sea Edition is bringing something distinctly different to the shoreline, a New York-born energy and social atmosphere that sets it apart from its neighbouring luxury resorts. We sat down with its head honcho to learn more.
New York roots in Saudi soil
The Edition brand has maintained a uniquely independent identity within the Marriott portfolio since its inception. “The brand was founded in New York, and until very recently it was treated quite differently from the rest of the Marriott brands. It had its own corporate office, brand team, and operations team in New York,” explains Tony Coveney, general manager of Red Sea Edition. This distinctly New York-rooted approach now travels to the Saudi coastline, bringing with it an urban energy rarely found in beachfront settings.
This Red Sea property represents a transitional moment for the brand, becoming “the first hotel in the portfolio to have this hybrid approach, still under oversight from New York, but working closely with the Marriott continent team based out of Dubai.” This blending of Edition’s signature New York identity with regional expertise creates a distinctive proposition within Saudi Arabia’s rapidly developing luxury landscape.
A distinctive position among luxury peers
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On Shura Island, the Edition finds itself “part of a cluster of 11 luxury hotels, each offering different types of luxury.” In this competitive environment, the property has made deliberate choices to differentiate itself. “For instance, across the street is the Miraval, which is very wellness-focused. We also have a spa, but rather than compete on wellness, which they dominate with 59 treatment rooms, we’re leaning into fitness, energy, and recovery. That’s more aligned with our identity,” notes Coveney.
The Red Sea Edition’s 240 rooms, and 53 suites with half featuring private pools, are designed around a social hub that reflects the brand’s metropolitan roots. “The heart of the resort is the central pool and beach club, named Jiwa, which means ‘soul’ in Indonesian,” shares Coveney. This space serves as the property’s energy centre, offering a distinctive vibe that stands apart from traditional resort atmospheres.
Creating evening energy
Edition hotels are renowned for their distinctive atmosphere after dark, a tradition that will continue on the Saudi coastline. “Edition is also known for its lobbies, especially in the evening. We have a candle ritual, with lots of candles creating ambience, and a signature fragrance that you’ll recognise instantly. It’s distinctively Edition,” explains Coveney.
This attention to creating mood and ambience continues throughout the property’s social spaces. “We want this to be a fun, social resort. Not a party place, but energetic and adult,” Coveney emphasises. “Jiwa is both a beach club and terrace, and we’ll have flexible hours and beachside entertainment, fire shows and more, weather permitting.”
A fresh approach to dining
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The Edition’s culinary approach further reflects its New York sensibilities while embracing local context. Breaking from the trend of importing international restaurant brands, the property has opted for a regional partnership. “We have a chef-partnered restaurant and bar, still under wraps for now, but it’s a local name with existing restaurants in Saudi. We intentionally chose a regional partner rather than an international brand like COYA or Amazonico, to create relevance and repeat business.”
This localised approach extends to the property’s all-day dining venue. “The main all-day dining restaurant is called Central, located at the arrival hub. It’s themed around New American cuisine, incorporating diverse global influences, from pancakes to fattoush. There’s a strong emphasis on meats, particularly South American cuts.” This culinary diversity reflects both the cosmopolitan roots of the brand and Saudi Arabia’s increasingly global palate.
Embracing a fitness-forward culture
Reflecting contemporary urban priorities, the Red Sea Edition places significant emphasis on physical wellbeing. “Fitness is a key focus. We have a state-of-the-art gym and a movement studio,” says Coveney. “Sports tourism is growing fast, and we want to tap into that.”
This focus on active experiences aligns with the property’s overall energy-focused positioning, creating a distinctive atmosphere that sets it apart from more traditional resort experiences in the region. The nearby golf course, while “not exclusive to Edition,” will be “managed by Saudi Golf and opens the same time as our resort. It’ll be world-class,” providing another sporting outlet for guests.
Saudi hospitality through an Edition lens
While the property brings New York energy to the Saudi coast, it remains mindful of its cultural context. “As for the Red Sea as a destination, it’s not trying to be the next Maldives. Saudi Arabia has a strong, identifiable culture. Hospitality here is unique, and all the hotel brands are trying to highlight that through their own lenses,” notes Coveney.
The property’s unique vision fits within Saudi Arabia’s broader tourism ambitions while maintaining Edition’s distinctive identity. “The Edition brand itself has a unique global story, with just 25 properties. It has a cool, distinctive identity that people want to be part of,” Coveney explains, adding that “Each Edition reflects its setting. Jeddah’s Edition is boutique, just 65 rooms, while ours is larger and more resort-oriented. But they both carry that same aesthetic and energy that makes Edition what it is.”
As Saudi Arabia’s Red Sea project continues to develop, the Edition stands ready to offer guests something truly distinctive, a New York-inspired social energy in one of the world’s most ambitious new luxury destinations.
