lennert de jong
director of distribution
@citizenlennert
To all travellers long and short haul.
To the weary, the wise and the bleary eyed.
To the suits, weekenders, fashion bagge...
citizenM’s mobile citizens of the world
The ‘M’ in ‘citizenM’ stands for ‘mobile.’ A ‘mobile citizen’ is a new
type of tra...
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 in
Guests 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...
lobby living rooms
lobby living rooms
lobby living rooms
lobby living rooms
lobby living rooms
lobby living rooms
On the ground floor you’ll find stylishly
designed spaces which come in the form
of contemporary living...
the room
- wall to wall window
- king size bed
- luxurious bed and bath linen
- rain shower
- Vitra design furniture
- ful...
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
Zuidas
Zuidas
WTC
Amstelpark
A10 A10
Train +
Metro +
Tram
Station
Beethovenstraat
citize...
citizenM rotterdam: 151 rooms
Witte Huis
Old
Harbour
Cubic
Houses
Blaak Station
Loyens Loeff
Markthal
(under
development)
Rottanova
(under
development)
...
citizenM glasgow: 198 rooms
UGC Cinema
Theatre Royal
Royal
Academy of
Music &
Drama
Royal Concert
Hall Glasgow School of Art
& Film Theatre
River Clyd...
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 ...
citizenM tower of london: 375 rooms
Shard
(under
construction)
London
Bridge
Station
GLA City Hall
More London
Tower Bridge
Tower of
London
St. Katharine Dock...
4
5
citizenM london st. paul’s: 243 rooms
St Paul’s Cathedral
St Bartholomew’s
Hospital
Smithfield Market
Lovell’s
Sainsbury’s
PwC
Merryl Linch
Nomura
British
Telec...
citizenM paris charles de gaulle airport:
235 rooms
4
8
Novotel
Terminal 3
Terminal 2B
offices
planned CDG 1 Station
Ibis
Terminal 2D
Continental
Square
offices
Le Dôme (offi...
.
citizenM new york times square: 230 rooms
Financial District
Midtown
Midtown South
Brooklyn
Times
Square
Grand
Central
Rockefelller Center Hell’s Kitchen
Empire Sta...
citizenM new york bowery: 315 rooms
Financial
District
Midtown
Lower
Eastside
Chinatown
Little Italy
NoLitaSoHo
East Village
NoHoMidtown South
citizenM new yo...
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
how to make this possible:
56
so how do you get there?
4 main elements
57
so how do you get there?
1: construction costs
58
so how do you get there?
2: labour
59
so how do you get there?
3: distribution
60
so how do you get there?
4: mentality
61
1: construction costs
62
2: labour
63
3: distribution
64
guest satisfaction benefit
• On public channels, people see citizenM at 105 euro, competition at 120 euro in this
example....
4: mentality
66
citizenM solutions
construction time less than a year
square meters use of a budget hotel
fittings of a luxury hotel
self ...
monthly executive summary
68
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 o...
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)
@c...
ECEW 2013 Lennert de Jong - Building a brand around the customer - creating citizenship
ECEW 2013 Lennert de Jong - Building a brand around the customer - creating citizenship
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ECEW 2013 Lennert de Jong - Building a brand around the customer - creating citizenship

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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".

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  • Don’t blame tripadvisor, booking.com or holiday check, you perform 24/7 on a stage with the curtains open. The hotel inspector in the 70s and 80s you could fool, but consumers have caught up and organized themselves through technology. Only if you are Ryanair, the government, or a commodity where people don’t expect/don’t care for a response.
  • ECEW 2013 Lennert de Jong - Building a brand around the customer - creating citizenship

    1. 1. lennert de jong director of distribution @citizenlennert
    2. 2. 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
    3. 3. 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.
    4. 4. multi-cultural informed tech savvy value conscious contemporary social free-spirited frequent travelers international urban
    5. 5. welcome to citizenM
    6. 6. entrance and exteriors
    7. 7. entrance and exteriors
    8. 8. entrance and exteriors
    9. 9. entrance and exteriors
    10. 10. entrance and exteriors
    11. 11. check in Guests can check in and out quickly via the electronic kiosks, where they are assisted by our ambassadors.
    12. 12. citizenM says: luxury isn’t a packet of nuts in a mini bar. it’s a 24 hour real bar
    13. 13. canteenM: a 24/7 pit stop for your stomach.
    14. 14. 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.
    15. 15. lobby living rooms
    16. 16. lobby living rooms
    17. 17. lobby living rooms
    18. 18. lobby living rooms
    19. 19. lobby living rooms
    20. 20. lobby living rooms On 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.
    21. 21. 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:
    22. 22. citizenM says: please come in...
    23. 23. citizenM says: you can change your room to any colour you want
    24. 24. mood pad
    25. 25. the room
    26. 26. the room
    27. 27. the room
    28. 28. gym ny times square
    29. 29. roof top bar times square
    30. 30. the citizenM’s of citizenM
    31. 31. citizenM amsterdam airport: 230 rooms
    32. 32. World Trade Centre Gates H + M Terminals 1 + 2 Sheraton Hotel Hilton Hotel citizenM amsterdam airport
    33. 33. citizenM amsterdam city: 215 rooms
    34. 34. Beatrixpark RAI Convention Centre Zuidas Zuidas WTC Amstelpark A10 A10 Train + Metro + Tram Station Beethovenstraat citizenM amsterdam city
    35. 35. citizenM rotterdam: 151 rooms
    36. 36. Witte Huis Old Harbour Cubic Houses Blaak Station Loyens Loeff Markthal (under development) Rottanova (under development) Stedin Offices St Laurens Church citizenM rotterdam
    37. 37. citizenM glasgow: 198 rooms
    38. 38. 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 Theatre Buchanan Galleries St. George Square citizenM glasgow
    39. 39. citizenM london bankside: 192 rooms
    40. 40. 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
    41. 41. citizenM tower of london: 375 rooms
    42. 42. 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
    43. 43. 4 5 citizenM london st. paul’s: 243 rooms
    44. 44. St Paul’s Cathedral St Bartholomew’s Hospital Smithfield Market Lovell’s Sainsbury’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
    45. 45. citizenM paris charles de gaulle airport: 235 rooms
    46. 46. 4 8 Novotel Terminal 3 Terminal 2B offices planned CDG 1 Station Ibis Terminal 2D Continental Square offices Le Dôme (offices) Air France HQ Hilton Roissypole Concorde Monument Monument planned 48 citizenM paris charles de gaulle airport
    47. 47. . citizenM new york times square: 230 rooms
    48. 48. Financial District Midtown Midtown South Brooklyn Times Square Grand Central Rockefelller Center Hell’s Kitchen Empire State Building Madison Square Garden Hudson Plaza District Meat Packing DistrictChrysler Building East River 50th Street citizenM new york times square
    49. 49. citizenM new york bowery: 315 rooms
    50. 50. Financial District Midtown Lower Eastside Chinatown Little Italy NoLitaSoHo East Village NoHoMidtown South citizenM new york bowery
    51. 51. so where does citizenM fit in a competitive market?
    52. 52. 54 positioning
    53. 53. 55 this is where I have to stay this is where I want to stay the travellers frustration
    54. 54. how to make this possible: 56
    55. 55. so how do you get there? 4 main elements 57
    56. 56. so how do you get there? 1: construction costs 58
    57. 57. so how do you get there? 2: labour 59
    58. 58. so how do you get there? 3: distribution 60
    59. 59. so how do you get there? 4: mentality 61
    60. 60. 1: construction costs 62
    61. 61. 2: labour 63
    62. 62. 3: distribution 64
    63. 63. 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
    64. 64. 4: mentality 66
    65. 65. 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 67
    66. 66. monthly executive summary 68
    67. 67. drill down into the details
    68. 68. opening campaign using social medial channels test sleep: 400 rooms in 4 hours involve your audience – hotel openings
    69. 69. you have to face reality
    70. 70. what now? no tricks, just improve your product, you can’t get away with mediocre service anymore, unless you fight price only.
    71. 71. the world has changed all gets more transparent with social media.
    72. 72. the world has changed there is not such a thing as this:
    73. 73. drawing the line it is all about caring, but can businesses draw a line?
    74. 74. in the end, the mass is always right
    75. 75. 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

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