We disrupted the traditional hotel model to give modern travellers what they want – affordable luxury.
In 2008, we opened our first hotel and designed it around a new type of traveller – one who values a luxury hotel experience in central city locations, but at an affordable price. A hybrid hotel that isn't just a place to sleep, but somewhere to work, relax, and play. To meet like-minded people and get inspired. Somewhere to feel at home the moment you walk through the door. Somewhere with free Wi-Fi, comfortable furniture, and a great bed to crash in at the end of a long day.
They cross continents as easily as others cross streets. We named our hotel after them – citizenM.
Modern travellers have more important needs than chocolates on pillows. They love to mix and match their choices, like a Gap shirt with an Armani blazer, or a Zara coat with a Chanel bag. They take the train into town, but order champagne once they get there. We took this type of traveller and called them ‘mobile citizens’, or citizenM for short. Every decision we made, and continue to make, is based around them and their ever-evolving appreciation of luxury and value. We call this ‘affordable luxury for the people’.
We aren’t afraid to do things differently, to have fun, and to shout it to the world.
We are what we say, and we say we won’t conform to old-fashioned standards. citizenM is a brand with attitude, and a strong but fun personality. A brand that connects with the young at heart, targeted to the global traveller of today. We like pushing boundaries and we always run pretty crazy ad campaigns to announce our hotel openings. From performances by hired actors in NYC to cheeky notes intended for our hospitality colleagues in London, we really know how to make an impact on the streets.
Feel at home, even if home is 5,000 miles away.
We know our beds are the best in the world, but we don’t want anyone to feel they have to stay in the bedroom. We made our living rooms as inviting as possible by creating multiple corners for working and eating, lounges for relaxing, and places for sitting and watching TV. Our ‘curated chaos’ includes exceptional art, books, designer furniture by Vitra, kitschy souvenirs and local artefacts. We use natural materials and add splashes of colour in the form of big cabinets and their styling, adjusting to the seasons, the city, the neighbourhood, or changing fashions, without ever going out of style.
Hello superfast check-in, nice to meet you.
We know your time is precious, that’s why we don’t want to waste any of it, not even when you check in or out. We swapped the tedious form-filling for self-service check-in at touch-screen terminals. It takes just 60 seconds to check in, 30 to check out, and our friendly ambassadors are always there to help. Room keys are RFID cards that double as payment method at canteenM, as luggage tags on your way home, and new keys for your next stay at citizenM. Clever, huh? And when you check out, your receipt goes straight to your email inbox.
The Earth without art is just ‘eh’.
Our hotels are designed to make citizens feel comfortable enough to kick off their shoes and take a nap surrounded by accessible, inspiring artworks. Can you imagine doing that at an art gallery or a museum? Whether it’s on our facades, in our living rooms, in the lifts, or at societyM, we like to mix the recognisable with art that makes you think. The main focus of our collection is conceptual art: works that stand for something, convey a certain philosophy, and stir up ideas.
the five M's
We hire our ambassadors purely based on their personalities. Instead of a traditional interview, we hold a fun casting day. The result: amazing teams in every hotel. Curious, well-travelled and open-minded, they embody the typical mobile citizen. They are also completely multifunctional: they’ll help you check in and also shake up the perfect cocktail. We don’t believe in segmenting people into concierge, receptionist, or bar staff. We want our ambassadors to be completely free to do what’s best for each guest.
The bigger your bed, the better your dreams.
We’re not sure which part of our room is our favourite: the wall-to-wall beds and windows, powerful rain showers, or tablet-controlled ambient settings. Perhaps it’s the fact that we only have one type of bed (king-size double), or that we stripped away all unnecessary and unwanted extras to give our citizens everything they truly need. Or maybe it’s the superfast free Wi-Fi and streaming. Take a tour and decide for yourself.