2021

Citizen M

Citizen M

Citizen M

strategy

strategy

strategy

marketing

marketing

marketing

Overview

Overview

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

Challenge

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.

1

IT Infrastructure Development

IT System Integration: We made sure all client profiles were seamlessly integrated into CitizenM's current systems.

Data Management: Set up a secure and scalable data management solution to handle membership info, track guest preferences, and personalize the guest experience.

1

IT Infrastructure Development

IT System Integration: We made sure all client profiles were seamlessly integrated into CitizenM's current systems.

Data Management: Set up a secure and scalable data management solution to handle membership info, track guest preferences, and personalize the guest experience.

1

IT Infrastructure Development

IT System Integration: We made sure all client profiles were seamlessly integrated into CitizenM's current systems.

Data Management: Set up a secure and scalable data management solution to handle membership info, track guest preferences, and personalize the guest experience.

2

Membership Program

“Global Passport” Concept: Executed on the provided vision of "Global Passport" program, offering members exclusive perks like hotel swapping and extended stays at any CitizenM location worldwide.

2

Membership Program

“Global Passport” Concept: Executed on the provided vision of "Global Passport" program, offering members exclusive perks like hotel swapping and extended stays at any CitizenM location worldwide.

2

Membership Program

“Global Passport” Concept: Executed on the provided vision of "Global Passport" program, offering members exclusive perks like hotel swapping and extended stays at any CitizenM location worldwide.

3

Marketing and Launch

Brand Messaging: Supported the CitizenM brand team with development of a compelling story around the Global Passport program, highlighting its unique benefits and experiences.

Internal Launch: Onboarding the CitizenM company to the Global Passport campaign, showcasing coverage in top travel and hospitality media outlets.

3

Marketing and Launch

Brand Messaging: Supported the CitizenM brand team with development of a compelling story around the Global Passport program, highlighting its unique benefits and experiences.

Internal Launch: Onboarding the CitizenM company to the Global Passport campaign, showcasing coverage in top travel and hospitality media outlets.

3

Marketing and Launch

Brand Messaging: Supported the CitizenM brand team with development of a compelling story around the Global Passport program, highlighting its unique benefits and experiences.

Internal Launch: Onboarding the CitizenM company to the Global Passport campaign, showcasing coverage in top travel and hospitality media outlets.

Results

Results

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.

Ready to Show the World

how to Scale?

From small start-up, to a full-steam-ahead going scale-up, we are here to see

what you’re up to.

TRUSTED BY THE MOST AMBITIOUS WORLDWIDE

Ready to Show the World

how to Scale?

From small start-up, to a full-steam-ahead going scale-up, we are here to see

what you’re up to.

TRUSTED BY THE MOST AMBITIOUS WORLDWIDE

Ready to Show the World

how to Scale?

From small start-up, to a full-steam-ahead going scale-up, we are here to see

what you’re up to.

TRUSTED BY THE MOST AMBITIOUS WORLDWIDE

Ready to Show the World

how to Scale?

From small start-up, to a full-steam-ahead going scale-up, we are here to see

what you’re up to.

Stubborn for

Your Growth

@Stubb agency, 2025

CONTACTS

Sihlquai 131, 8005 Zürich, Switzerland