The Sheraton Edinburgh – Honestly

MikeachimScotland11 Comments

There’s a knock at my hotel room door.

“For you, sir.”

“It’s what?”

You’re kidding.

An hour later, a young lady is squeezing my hand.

“How does that feel?”

“Um…it’s lovely. Thank you.” (I feel the urge to thank her with a handshake, but she’s already doing other things with her fingers). “I type a lot. My fingers, sometimes they cramp. Any suggestions?”

“You should try our full massage treatment.”

Look, I’m just having my first hand massage ever. This is too much hedonism in one go. Do I look like a European?

“And this one has a fascinating history…”

Richie Barrow, Assistant Food & Beverage Manager, is waving a bottle of tonic water that doesn’t have “Schweppes” on the label. I’m having explained to me how complicated a drink gin & tonic is. I sip a few samples. He’s not wrong. I grab my notebook and write “Tonic water, blog post, amazing”, underline it a few times and keep listening. I would be learning a lot here, except that gin is starting to having an effect.

We’re in a hotel kitchen that isn’t even remotely hotel-kitchen-hot. Executive chef Malcolm is doing fascinating things to Nephrops norvegicus, better known as “true scampi” or langoustines. I can’t get over the fact that I can breathe in here. Where are the clouds of superheated steam, the drips of condensation, the irony of cooking while being cooked? None of that in evidence – they’re using industrial-scale induction cooking, keeping the air eerily cool. The langoustines have their own little tasting spoons, and I grab one. Down in one go? Well, okay. Seems disrespectful, but…mmph.

Oh my.

I fight the urge to ask if I can have another 50.


I could go on, you know. I could try to walk that tricky line between Telling You About The Thing and Smugly Gloating About Having Had The Thing. I probably wouldn’t manage to do it very well, partly because I really did have a wonderful time at the Sheraton Grand Hotel And Spa in Edinburgh, and partly because I’m probably way over that line already. Pardon my smugness. I can’t help it.

So does that mean I’m compromised?

There’s a lot of talk in travel blogging about the role of sponsorship. For some people, sponsorship equates to selling out. Working with a tourist board, with some kind of travel industry client, with anyone interested in using your skills to help create buzz that will result in sales of something they’re selling, is selling out. Not travelling under your own steam & financing everything yourself? Then you’re in someone else’s pocket. That kind of argument.

It’s common. And it’s slopppy thinking. As Pam Mandel says so eloquently here, if you’re doing your job right, sponsorship should change absolutely nothing about your relationship with your readers (the people you’re really answerable to, the people who entrust you with the power to pursue that sponsorship in the first place)  – and in an ideal world, those readers would understand that when you work with sponsors, you’re still looking out for your readers. The way you nurture that trust is in the work you produce. Produce crap that doesn’t serve your audience, and you jeopardize that trust. Lie to them, and you’re in real trouble.

So, here I am at the #MeetYouThere promotional event at the Sheraton Edinburgh Hotel, and everyone is being incredibly nice to me and I’m having a grand time. And I won’t lie to you – I’m feeling a little uncomfortable. This is manifesting itself as a conversation I’m having with myself.

Why am I here?

You’re here to do a job, Mike. You remember? The whole “travel blogging” thing?

No – why am I here?

I’m…not following.

I belong on hillsides, being rained on. Lurking miserably under park benches in Bologna. Catching wrong trains, being robbed in Germany. You know – suffering

You’re telling me you’re…too comfortable.

I guess I am, yes.

What is wrong with you, man? Is this professional? Do you want to be uncomfortable when you travel? What if word gets out that you expect to be miserable? “Oh yes, Mr Sowden, we’ve lined up a lovely little straw-lined broom cupboard for you to sleep in, nice and filthy, just your thing,” or maybe “Hi Mike, we hear you’re a travelling disaster, so we’ve alerted the local fire brigade…

I open my welcoming letter from Sheraton.


Wow – great guest engagement…


 The reason I’m at the hotel is to investigate its social media strategy. As I said for my write-up for Travelllll, what Sheraton are doing with social media is smart, and it’s this: they’re letting people be honest. Everything that is said about the hotel, the One Spa, the One Square restaurant and any of the other facilities is aggregated onto a hub page that Sheraton are hosting for all their hotels. Everything that’s said about them is up there for all to see, good and bad. (Note the presence of a feed from Trip Advisor – a controversial company in recent years, but still the biggest out there).

They also track everything that’s said. If I went onto Twitter right now and wrote something absurd like “I’m a little teapot, short and stout – #SheratonEDI”, I half suspect I’d get a tweet back saying something like “Holding Yorkshire Tea, Mike?” Because that’s the other half of the power of their approach – they have teams of people who monitor feedback and respond where appropriate. Those customer relations triumphs that you hear about regarding Twitter, where someone sends a complaining tweet and it’s acted upon in a timely manner? They want that kind of win – if they haven’t had it already.

(When I reluctantly skipped the main course at dinner because I had a migraine, I was sent a tweet asking if I was ok and if I needed anything sending up to my room. Really impressive. Also, slightly unnerving that they knew the first thing I’d do before crashing is to check my Twitter account. Obviously I now look like the Internet addict I really am).

If you’re on a 5-star budget, I would unreservedly recommend a stay at this gorgeous (and newly-renovated) hotel. It’s filled with incredibly relaxing, super-comfortable spaces, and yet there’s almost too much to do. Everyone I met was smiling and helpful, in an apparently genuine, approachable, “how can we help?” way. That, right there, is what I regard as true professionalism – the ability to engage with people as people. Quite the skill, and I saw a lot of it at the Sheraton Edinburgh. Reflective of the average guest experience at the hotel? That’s for online reviews to decide…

Ah, honesty. It’s scary, but it gives you a credibility you cannot obtain by any other means.  Sheraton want to be transparent about what they have to offer, let people respond honestly, and then manage those responses to improve their service.  In a sense, their primary focus is serving their “readers” – both the people debating a stay at the hotel based on reviews and social media buzz, and the people who are doing & have already have done so. Their online reputation is the work they’re producing, and what results, if all goes according to plan, is trust.

They’re a good example to follow.

My thanks to LBi, bigmouth media and everyone at the Sheraton Grand Hotel & Spa, Edinburgh.

All photos – Mike Sowden.

  • Staying in a nice place doesn’t mean you aren’t pushing yourself. I stay in nice places and I’m still able to be uncomfortable by other means. I think everyone should stop commenting on what others are doing and focus on themselves.

    • Mikeachim

      Selfness, rather than self*ish*ness, perhaps. Yep, I’d go with that. But if people stopped commenting on what others are doing, Facebook would probably lose 4/5ths of its share price overnight. ;)

      And no, staying somewhere nice doesn’t equate to “unchallenging”. I wouldn’t actually say that about anywhere, because it’s yet another aspect of the ‘selling out’ argument.

  • Mike, we’re based in Edinburgh, after reading your review it seems the Sheraton would be a great place to hold one of our team meetings. Or would that just an excuse to sample their tasty Nephrops norvegicus :)

    • Mikeachim

      Sounds a good plan. :)

      If you want to contact them to get more details, their contacts page is here – and you can ping them over Twitter at @SheratonEDI.

      Thanks for dropping by.

  • Really interesting article, Mike, and something I’ve been thinking about a bit recently.

    My main concern is not the luxury side of things, but the loss of independence. How are you supposed to give readers a sense of what it’s like to travel to Edinburgh and stay at a hotel if you 1) had your transport arranged for you 2) had your hotel chosen for you 3) didn’t have to pay for it 4) were treated differently to other guests because staff knew you would write about it?

    I don’t think there’s a right or a wrong answer, and I think there are a lot of real benefits from this sort of thing (access to resources and information you might not otherwise get) but it’s something to always be considering… and it sounds like you’re doing exactly that!

    • Mikeachim

      Thanks, Michael!

      All valid questions. And this isn’t a post that answers any of them. :) I was participating in an event, and there’s always the question of how representative an event is of the typical experience. From what I saw and what I’ve read elsewhere, I’d hazard it’s pretty damn close, but that’s a personal opinion. There’s the temptation to be cynical and assume we were given exceptional treatment – which we were, in one sense, but in the other sense? I don’t know for sure.

      But that’s the power of Sheraton’s social media review aggregation. People will read posts like this, or Kate’s, or those of any of the other #meetyouthere attendees, and then, because they’ll be wondering if we are indeed biased by the experience laid on for us, they’ll go and read the guest reviews (summarized by Sheraton themselves), and then they’ll make their own minds up. That’s what I’d do, anyway…

  • I’ve been a fan of Starwood properties for a long time, mostly because I think they have one of the best loyalty programs out there.
    What really impresses me here is the level of social engagement they have there (clearly at that specific hotel, as I’ve not see that at any of the others). Their other properties might take a clue from what they are doing.
    Agree that it’s a fine line though when blogging about something for which you did not pay. More often than not I find myself suspicious of the writer’s experience, and mostly I think this is as Pam pointed out, because people don’t know how to write without compromising themselves. It’s certainly tricky.

  • Hmmm…whenever I blog about a press trip or comped stay I think my readers know that they’re getting a completely honest opinion from me. I’ve never once had a reader message me and say they felt that my writing in these particular posts were disingenuous. I’m writing about a press trip to Macau now and each post is receiving almost 100 comments!

  • I will be spending a night in Edinburgh on my way to the Shetlands next week. Unfortunately out of my budget!

    You have made what could have been just another review of a 5 star hotel entertaining reading

  • Infaweb in Edinburgh

    Cheers for the contact link Mike

  • That’s really nice photos i do like