Pro Essential is what the people in the cubes get. Pro Max Premium is what the people in the bigger cubes get.

It looks like a rebrand and further segmentation of the Latitude/Precision segmentation.

To be fair, the English language is the real victim here.

While “essential” cleanly maps to “can’t go without” - it doesn’t map to “bare minimum”.

For instance, let’s assume you’re surviving in the wilderness and you need to start a fire. Your fire starting kit is obviously essential, but it could also be included in a “Camper Value Pack” - but those things don’t have anything to do with each other. The kit is essential, and it was obtained in a value pack. This message brought to you by Mr. Obvious.

As against the Economy Deluxe.

Hotel branding might be worse. Marriott has 30+ brands, each supposedly with its own identity but I can’t really see how having that many makes sense. Should I stay at the Fairfield or the AC or the Four Points or the Aloft or the Moxy or the CitizenM … how about just the Marriott?