It would seem to me that this hotel is being positioned to compete with something like the Four Seasons DIFC, with similar pricing, room sizes and maybe in some people’s eyes, a better city location. If they manage to address the brand “deficiencies” and this turns out to be a great hotel (we’ll see if yes/no, sounds like a dubious start to me), then why wouldn’t they be able to keep the price level? Edition brand doesn’t seem to me as targeting the Elite benefit seeking membership, but maybe the member with disposable income, that says “Let me try it and get some Bonvoy points too”. If they suck, we’ll see the results soon enough (*cough, St Regis Downtown, cough*).