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Boutique Hotel Brands Rethink Grand Opening Events to Loop in Community

By Samantha Shankman, Skift

Edition Hotels

The opening of The Edition Barcelona combined the brand’s signature style with a distinctly Catalan crowd. Making a big splash is key for some hotel brands. Edition Hotels

Skift Take: To paraphrase Pink, when a luxury lifestyle hotel is coming up (and out), it’s time to get the party started. Boutique brands are discovering that creating splashy grand openings is a way to build buzz while creating community connections. Expect more investment in these one-time celebrations.

— Samantha Shankman

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