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unique value proposition

When we embarked on our quest to rethink the hotel, we didn’t stop with creating a great guest experience. Our unique and competitive value proposition is a first in the hotel industry, transforming every corner of our business.

citizenM says: high profitability and premium returns.

floor areas

in line with budget hotels

Reallocating living space from our innovative rooms to the comfortable public area lets us use just half the floor space of a traditional upscale hotel room, while maintaining very high quality. Our efficient front of house and back of house operations reduce the required square meters even further.

This is a key ingredient to our success because it means we can create twice the number of rooms on reduced floor area (and land) requirements compared to traditional upscale hotels.


in line with upscale hotels

We’ve built a strong lifestyle brand and have realized it in a way that stands out from the crowd of hotel operators. citizenM has extensive social networks, both offline and online, and we know how to leverage them to address the right target audience.

Thousands of mobile citizens have rated their stay as Excellent (61%) or Very Good (30%) on Tripadvisor and our guests awarded their experience at our hotels with an 8.8 on Booking.com.

Our web-only distribution strategy allows us to always offer the best available rate to individual travellers. Rather than selling the bulk of our rooms with a discount to large groups or corporate accounts, we apply one transparent pricing model for all mobile citizens, resulting in higher guest satisfaction and a better performance.

operating cost

in line with limited service hotels

We keep a watchful eye on operational costs. Administrative competences like reservations, sales, branding and accounting are all centralized to our support office(s). This keeps the local hotel teams light and fully focused on guest satisfaction.

Our unique recruitment strategy and multidisciplinary ambassador team helps to keep control of staffing costs. In addition, our integrated technology and systems provide unprecedented control over the building and operations from the central office, taking away operational worries.


in line with midscale hotels

Since we own many of our hotels, we fully understand how to balance costs, risks and returns. Our experience and the involvement of our design & construction team ensures that we can minimize costs, manage timelines and reduce risks when developing citizenM hotels.

We create unique hotels by using standardised elements wherever possible and developing bespoke designs where they matter most.

citizenM is kind to the planet. With our new-build hotels, we aspire to ‘BREEAM Excellent’ accreditation through the application of the latest energy-efficient technologies and systems.