lennert de jongdirector of distribution

@citizenlennert

To all travellers long and short haul.To the weary, the wise and the bleary eyed.To the suits, weekenders, fashion baggers and affair-havers.To the explorers, adventurers and dreamers.To all locals of the world from Amsterdam, Boston and Cairo to Zagreb. To all who travel the world with wide eyes and big hearts.To all who are independent yet united in a desire for positive travelling.To those who are smarter than a dolphin with a university degree and realise you can have luxury for not too much cash.To those who need a good bed, a cold drink and big fluffy towels.

To all who are mobile citizens of the world. citizenM welcomes you all

declaration

citizenM’s mobile citizens of the world

The ‘M’ in ‘citizenM’ stands for ‘mobile.’ A ‘mobile citizen’

is a new type of traveler, one who hops across continents

the way others hop on buses. These global citizens are

our target audience, and they’re so important we named

our hotel after them. Mobile citizens come in many forms

but share certain common characteristics.

multi-cultural

informed

tech savvy

value conscious

contemporary

social

free-spirited

frequent travelers

international

urban

welcome to citizenM

entrance and exteriors

entrance and exteriors

entrance and exteriors

entrance and exteriors

entrance and exteriors

check inGuests can check in and out quickly via the electronic kiosks, where they are assisted by our ambassadors.

citizenM says:

luxury isn’t a packet of nuts

in a mini bar. it’s a 24 hour real

bar

canteenM: a 24/7 pit stop for your stomach.

canteenMcanteenM is a 24/7 pit stop for your stomach. canteenM is a breakfast bar for excellent coffee, pastries, and full belly-busting hot British feasts. canteenM is a bar with beer on tap, champagne and cocktails on order. canteenM is a lunch or evening diner for sushi, signature sandwiches, warm dishes, and dozens of drinks to quench your thirst.

canteenM is at the heart of citizenM and is surrounded by relaxing living, eating and drinking spaces. canteenM is lounge dining for mobile citizens.

lobby living rooms

lobby living rooms

lobby living rooms

lobby living rooms

lobby living rooms

lobby living roomsOn the ground floor you’ll find stylishly designed spaces which come in the form of contemporary living rooms, furnished with the latest collection of iconic Vitra furniture.

There’s a living room kitted out for every occasion, whether you want to work, relax, eat or meet friends.

the room- wall to wall window

- king size bed

- luxurious bed and bath

linen

- rain shower

- Vitra design furniture

- full length mirror

- in room safe

- bespoke amenities

- ambient lighting

technology

- tablet room control

- electronic window blinds

- electronic climate control

- free WiFi

- LED TV

- free movies on demand

- VoIP telephone rates

- global plug system

- RFID room access

guest room features:

citizenM says:please come in...

citizenM says:you can change your room to any colour you want

mood pad

the room

the room

the room

gym ny times square

roof top bar times square

the citizenM’s of citizenM

citizenM amsterdam airport: 230 rooms

World Trade Centre

Gates H + M

Terminals 1 + 2

Sheraton Hotel

Hilton Hotel

citizenM amsterdam airport

citizenM amsterdam city: 215 rooms

Beatrixpark

RAI Convention Centre

ZuidasZuidas

WTC

Amstelpark

A10 A10

Train + Metro + Tram

Station

Beethovenstraat

citizenM amsterdam city

citizenM rotterdam: 151 rooms

Witte Huis

Old Harbour

Cubic Houses

Blaak Station

Loyens Loeff Markthal(under

development)

Rottanova (under

development)

Stedin Offices

St Laurens Church

citizenM rotterdam

citizenM glasgow: 198 rooms

UGC Cinema

Theatre Royal

Royal Academy of Music &

Drama

Royal Concert Hall Glasgow School of

Art & Film Theatre

River Clyde

Central Station

Caledonian University of Glasgow

Sauchiehall Street

Glasgow Film

TheatreBuchanan Galleries

St. George Square

Buch

anan S

treet

citizenM glasgow

citizenM london bankside: 192 rooms

Tate Modern

St Paul’s Cathedral

Millennium Bridge

Shard (under

construction)

Thames

Bankside 1/2/3

Borough Market

City of London

Tower of London

RBS

citizenM london bankside

citizenM tower of london: 375 rooms

Shard (under

construction)

London Bridge Station

GLA City Hall

More London

Tower Bridge

Tower of London

St. Katharine Docks

Gherkin

Tower 42

St Paul’s Cathedral

Thames

citizenM tower of london

45

citizenM london st. paul’s: 243 rooms

St Paul’s Cathedral

St Bartholomew’s Hospital

Smithfield Market

Lovell’sSainsbury’s

PwC

Merryl Linch

Nomura

British Telecom

London Stock Exchange

Goldman Sachs AM

Central Criminal

Court

Warwick Court

City Thameslink Station

Goldman Sachs

Deloitte

citizenM london st. paul’s

citizenM paris charles de gaulle airport: 235 rooms

48

Novotel

Terminal 3

Terminal 2B

offices planned CDG 1 Station

Ibis

Terminal 2D

Continental Squareoffices

Le Dôme (offices)

Air France HQ

Hilton

Roissypole

Concorde MonumentMonument

planned

48

citizenM paris charles de gaulle airport

.

citizenM new york times square: 230 rooms

Financial District

Midtown

Midtown South

Brooklyn

Times Square

Grand Central

Rockefelller Center

Bro

adw

ay

Hell’s Kitchen

Empire StateBuilding

Madison Square Garden

Hudson

Plaza District

Meat PackingDistrictChrysler

Building

East River

50th Street

citizenM new york times square

citizenM new york bowery: 315 rooms

Financial District

Midtown

Lower Eastside

Chinatown

Little Italy

NoLitaSoHo

East VillageNoHoMidtown South

citizenM new york bowery

so where does citizenM fit in a competitive

market?

54

positioning

55

this is where I have to stay

this is where I want to stay

the travellers frustration

56

how to make this possible:

57

so how do you get there?

4 main elements

58

so how do you get there?

1: construction costs

59

so how do you get there?

2: labour

60

so how do you get there?

3: distribution

61

so how do you get there?

4: mentality

62

1: construction costs

63

2: labour

64

3: distribution

guest satisfaction benefit

• On public channels, people see citizenM at 105 euro, competition at 120 euro in this example.

• Considering those channels take 95% of guest reviews, citizenM over delivers on the value expectation and gets ranked higher.

• Top 25 of every city on Tripadvisor

• 8.5 or higher on Booking.com

66

4: mentality

67

citizenM solutions

construction time less than a year

square meters use of a budget hotel

fittings of a luxury hotel

self check in

centralized operations (retail store)

genuine general staff in hotel (ambassadors)

one market segment (online individual)

guest = real king

68

monthly executive summary

drill down into the details

opening campaign using social medial channels

test sleep: 400 rooms in 4 hours

involve your audience – hotel openings

you have to face reality

what now?

no tricks, just improve your product, you can’t get away

with mediocre service anymore, unless you fight

price only.

the world has changed

all gets more transparent with

social media.

the world has changed

there is not such a thing as this:

drawing the line

it is all about caring, but can businesses draw a line?

in the end, the mass is always right

citizenM says:

because you're not the Queen, our rooms don't cost a fortune (if you are the Queen, you are welcome too)

 @citizenM

fb.com/citizenMhotels

www.citizenM.com

thank you