In early 2025, Marriott introduced that it was buying “revolutionary life-style model” CitizenM for $355 million — and now these lodges have formally built-in into the Marriott Bonvoy reserving platform.
Based in 2005 as an unbiased lodge model, CitizenM’s CEO, Lennert de Jong, informed TPG that CitizenM has at all times handled its model like an actual residing individual. “We have been a child, then we managed to have the newborn survive its first years, the primary lodges,” de Jong mentioned. “Then we grew to become a toddler [with] an occasional tantrum: You understand, what are we going to do with this model? How is it going to work in New York?”
With over 35 lodges open all over the world and the chance to affix the world’s largest loyalty program, it is protected to say CitizenM raised that little one proper. “And now,” he mentioned, “it is time to ship off our stunning teenage woman to school.”
Over the previous couple of years, Marriott (together with all the opposite main lodge manufacturers) has been snatching up life-style manufacturers left and proper. So, it wasn’t a shock to see CitizenM be part of the combination, particularly contemplating the dimensions of the model and its properties in prime areas and stylish neighborhoods throughout cities like London, New York Metropolis, Paris and past.
However past what de Jong calls “superior areas,” what actually units the model aside is its vibe, its ethos and its distinctive, tech-forward and streamlined strategy to lodges.
“We [named] our model after cell residents, those that journey so much, and we appeared on the frustration that the individuals have,” de Jong defined. “We concentrate on the issues that basically matter and we take away the issues that frustrate you.”
For starters, the check-in expertise is fast and environment friendly. It typically depends on a painless self-check-in mannequin by way of a touchscreen kiosk.
Relatively than a conventional foyer, company will discover a vibrant residing room-like area with loads of seating, tons of visually interesting components, video games, books and a bar-restaurant dubbed CanteenM. The intention behind this area, described in its advertising as “curated chaos,” is to make company suppose: “Wow, I need to invite a good friend over right here to hang around with me.”
The visitor rooms at CitizenM are additionally a bit unconventional. Beforehand, TPG described the rooms as small and slender however enjoyable and useful. Visitors will discover an enormous mattress sometimes pushed towards a big window framing an Instagram-worthy view; there may even be a TV on the wall, storage beneath the mattress, a really small bathroom and bathe hidden behind an opaque wall, and a small sink space within the main area. For essentially the most half, these rooms are cookie-cutter throughout all the model’s lodges. It is protected to say they are not for everybody, however everybody ought to give them an opportunity.
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The bedrooms are supposed to be effectively designed and aesthetically nice, de Jong defined. And whereas they’re small, de Jong argues that if they’ve all these nice design qualities, does measurement actually matter? Whenever you’re in your own home, “You exit of your bed room, you go right into a front room and also you make your self a cup of espresso. It would not matter what time of the day it’s, you get one thing out of the fridge,” he mentioned. “And that is how I’d describe what CitizenM does.”
Immediately’s CitizenM company run the gamut, from street warriors clocking dozens of nights per 12 months and staying close to main enterprise districts to the cool youngsters who journey the world to sip espresso and cocktails on this planet’s hippest neighborhoods. With the ability to welcome each forms of company — and everybody in between — was very a lot by design.
“I believe it is actually lots of manufacturers — effectively, possibly not even manufacturers — lots of experiences that you’ve got each day are sort of vanilla as a result of they attempt to be every thing, or, you already know, they attempt to be one thing for everybody,” he mentioned. “Whereas CitizenM tries to be every thing for somebody.”
Now with Marriott Bonvoy’s attain of over 230 million members, that “somebody” is about to be a complete lot of “someones.” However do not anticipate a conventional Marriott Bonvoy expertise at CitizenM properties: The character of the model requires a novel strategy to becoming a member of a conventional loyalty program.
“Bonvoy members are used to a differentiated expertise. Whether or not you verify right into a Ritz-Carlton or a Moxy, you already know, they’re distinct experiences, and the way in which that you just get your advantages may barely otherwise per property, however total, the advantages are the identical, proper?” de Jong mentioned.
Nonetheless, since CitizenM makes use of a streamlined and tech-centric self-check-in course of, the model’s pc programs will deal with all of the work for members by a specifically designed program that hyperlinks CitizenM and Marriott Bonvoy. There, company with elite standing can select totally different room classes (suppose: a high-floor room on the towering CitizenM Bowery New York) or a foods and drinks credit score for use at CanteenM.
“We’re gonna attempt to keep as a lot of our pleasant, human ambassador strategy [as possible]. However on the similar time, we’re going to acknowledge transactional obligations now we have towards each totally different standing inside the [Marriott Bonvoy] ecosystem.”
Marriott Bonvoy members may even earn elite evening credit (on qualifying stays) and the usual variety of Marriott Bonvoy factors (plus extra for increased elites). They’re going to additionally obtain different customary advantages at CitizenM’s properties all over the world.
On the time of writing, award pricing at in style CitizenM areas fluctuates with Marriott Bonvoy’s dynamic pricing. Whereas it appears that evidently some properties are nonetheless importing award availability, TPG discovered nights at CitizenM London Shoreditch (a private favourite) from 40,000 factors per evening and CitizenM Paris Opera as excessive as 67,000 factors per evening.
Now, solely time will inform if de Jong and his staff despatched their little one to the precise “faculty” — and whether or not Marriott Bonvoy loyalists will take to the unconventional model.
Curious to know if he had a favourite property that may seal the deal for newcomers to CitizenM, de Jong shortly mentioned, “It is at all times tough. It is like, ‘Who’s your favourite little one,’ you already know?” However nonetheless, he had quite a lot of good issues to say concerning the model’s Paris and New York Metropolis areas. We’ll actually be checking them out as quickly as we are able to.
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