2021
strategy
marketing
Overview
CitizenM Hotels, known for offering affordable luxury to world travellers, aimed to enhance guest loyalty and stay top-of-mind when guests were choosing accommodations in various cities, during the Covid period. They needed a new commercial proposition that would encourage repeat visits and create lasting connections with their guests, keeping guest safety in mind.
Challenge
Launch a subscription based membership program - “global passport”, that has never existed in hospitality industry.
This program had to fit seamlessly with their existing IT setup, offer an easy user experience, and show clear financial benefits.
Customer Loyalty
Global Rollout
Approach
We took on a comprehensive project by joining Citizen M team and steered the IT infrastructure development until a “global passport” launch.
Results
The Global Passport launch was a major success. Key achievements included:
Market Leader Position
The program delivered on its promise, boosting CitizenM’s global financial performance, in times when it was needed.
Enhanced Brand Presence
Widespread media coverage and positive reviews positioned CitizenM as a leader in innovative hospitality solutions.
Increased Loyalty
A noticeable rise in repeat bookings, with members showing higher engagement and longer stays.
