ecew 2013 lennert de jong - building a brand around the customer - creating citizenship
DESCRIPTION
When CitizenM Hotels were founded in 2006, they decided to build a business based on the needs of modern travellers – 'to create a luxury contemporary hotel for the cost conscious traveller'. In 5 years they have expanded from their original base in Amsterdam into the UK, with hotels opening in the US in 2013. They have also been included in the World’s Best Hotels awards from Conde Nash, The Sunday Times and Fortune Magazine. See how a new brand has succeeded through complete customer centricity, and how they continue to adapt and evolve based on the feedback and input of their "citizens".TRANSCRIPT
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
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