Page 23 - October 2020

NEW YORK BOWERY CloudM, US Breaking
the Mould
With a mission to become the leading transformational
hotel, citizenM hotels are looking to inspire a new
generation of modern travellers by offering an
affordable and luxury lifestyle in the most opulent cities
in the world. Here, RLI speaks with Michael Levie,
Founding Partner and COO of the company to discuss
the last few months and what the future holds.
ROTTERDAM SocietyM, Netherlands
KUALA LUMPUR CitizenM, Malaysia LONDON BANKSIDE CitizenM, UK
24 RETAIL & LEISURE INTERNATIONAL OCTOBER 2020
he citizenM company began life with the idea to on picking well-connected urban locations which lean towards
disrupt the traditional hotel industry by creating a
business districts in the metropolitan cities of the world.
luxury hybrid hotel for today’s modern travellers.
“Naturally, there is always an evolution of cities and points
of interest added, but the core prime locations and desired
TcitizenM locations a new breed of hotel that are
designed around a new type of traveller – one who values a luxury
spots close to the central business district and the inner core
hotel experience in central city locations, but at an affordable price.
of the cities don’t change. It is there where our hotels nestle
Amsterdam, Boston, Copenhagen, Geneva, Glasgow, Kuala centre of activities,” explains Levie.
With 20 hotels already in its portfolio in cities such as
down, and we are confident towards the future to be in the
It is the combination of product, location and warm
Lumpur, London, New York, Paris, Rotterdam, Seattle, Taipei
and Zurich, the company is also looking forward to new
service that entices guests to return to citizenM locations. As
openings in 2022, with its fourth property in Paris on the
control over the entire business, from securing a property,
Champs Elysées set to open along with two new properties a rare owner-operator in the industry, the company has full
in Miami and one in San Francisco. to construction, design, branding and operations, which in
“Guests have been raving about the citizenM service around the turn means that they can ensure consistency of product and
world and our guest satisfaction scores are leading in the industry,” service across its entire growing global portfolio.
explains Michael Levie, Founding Partner and COO of the Decisions at the company revolve around how it will serve
business. “I believe it is the personal and foremost human aspect and impact its guests. So they ask themselves at every stage
that has been so much appreciated by our guests worldwide.” how it positively impacts their experience, and this has become
Like everyone in the industry, the business has made a mantra in the organisation and allows for a common drive.
changes to safeguard the health and safety of its guests and “In the end our ambassadors provide their human touch
hotel teams and they kept their hotels open and operational service – the guest interaction part – brilliantly, but the entire
where possible, and any hotels that did close re-opened as organisation has made it possible for them to focus on that last
soon as they could to host those travellers that were back finishing touch and the confidence we deliver,” Levie comments.
on the road for business or leisure. A brand with an attitude and a strong but fun personality,
When the pandemic hit, they were able to fast-track, citizenM connects with the young at heart, targeted to the global
upgrading their technology efforts to create an almost entirely traveller of today. The idea behind the brand was to create a
contactless guest experience, including the launch of an app that luxury hybrid hotel that isn’t just a place to sleep, but somewhere
allows guests to check in/out, open their rooms and control to work, relax, play and meet like-minded people and get inspired.
elements of the room among others. “Covid-19 has hit the hospitality industry extremely
During the crisis, the development and investment team hard and the impact will undoubtedly be felt for years to
remained busy, closing deals on projects including securing a come. It has impacted several areas including how the guest
partnership with GBI to source properties in Germany’s main cities, expectation, needs and service requirements have changed,
the way travel is impacted and how technology, digital and
a new property in Rome due to a partnership with Antirion, as well
as locations in Chicago and Austin. New hotels were also opened environmental consciousness are here to stay.
in Seattle and Geneva, with team immersion and hotel styling on “Above all we need to continue to have fun and be positive. We
these locations adapted so that they could be done virtually. are in a people industry and during difficult times the concentration
When speaking about what initially attracts them to often goes to what needs to change and what affects us negatively.
new properties, Levie explains that location is of utmost Every single day at citizenM we decide that our attitude is positive
importance. Their site selection strategy has always focused and we invite everyone to come and join this vibe.”
PARIS GARE DU LYON CloudM, France LONDON BANKSIDE CitizenM, UK
TAIPEI NORTH GATE CitizenM, Taiwan GLASGOW CitizenM, Scotland