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CitizenM, the Disruptive Hospitality Industry Brand Takes a New Approach to Loyalty Programs

CitizenM – the award-winning Dutch hospitality and lifestyle brand – continues to disrupt the traditional hospitality industry by launching a one-of-a-kind loyalty program: mycitizenM+.

mycitizenM+ is an extremely simple hotel membership. Just sign up for a year, just $12 / €10 / £9 per month. There are no points to collect, no bronze-silver-platinum levels to achieve, no welcome gifts. Members simply register to take advantage of “ all the benefits without the points – and don’t have to spend a fortune to get the rewards they deserve anyway.

In choosing membership features, citizenM relied heavily on customer feedback. Most travelers are looking for simplicity, value and flexibility. With mycitizenM+ membership, citizenM guarantees an additional discount of 10 % on the lowest public rate, at any time (instead of searching the Internet for the best price – a huge time saver). A room is also guaranteed, even during busy periods, for all reservations made by members at least 48 hours in advance – a great advantage for last minute bookings.

Other perks include free late check-out and free upgrade to a sea view room (subject to availability), chat service first in line , early access to member-only discounts and events. Fast and free Wi-Fi is available in all hotels. Additionally, guests can use the free citizenM app to check in, create a room key and more.

The cost of the subscription – especially when used in high-demand destinations like London and New York – is recouped in two nights. Billing is monthly (not annual) at a flat, low rate (just $12 / €10 / £9 per month), and membership is valid for one year. All citizenM hotels are included, and there are no blackout dates. By the end of 2022, there will be 30 citizenM hotels in 18 cities across Europe, North America and Asia.

In 2020, citizenM piloted subscription products like Global Passport, Sleep Subscription and Corporate Subscription. These trials revealed market interest and valuable insights that now serve as benchmarks for mycitizenM+. Additional modules are being developed to fully customize the subscription for each type of traveler: international explorers, independent professionals, members of business networks, etc. It’s a must for the booming remote work lifestyle that is taking over the modern world.

CitizenM Chief Growth Officer Ernest Lee says: We have always attracted freelancers: entrepreneurs, freelancers and consultants. Many of them start or expand a business and pay for their trips out of pocket. As a young company having itself gone through a phase of bootstrapping “, we understand the importance of being attractive while wanting a high quality travel experience. That’s why we launched mycitizenM+. Now startup founders and independent entrepreneurs have a shortcut to elite hotel status without the need for a complicated points program or Fortune 500-worthy travel budget.

Buying mycitizenM+ is simple. Guests who already have the free mycitizenM account can upgrade it with just a few clicks. All others can purchase the mycitizenM+ membership when booking.

As citizenM continues its aggressive rollout of new hotels around the world (6 openings in 2022 and 5 more planned in 2023), the value of mycitizenM+ membership will skyrocket for everyone who signs up. More information is available at

About citizenM

CitizenM was launched in 2008 with one goal: to disrupt the traditional hospitality industry. Rattan Chadha – the founder of international fashion brand Mexx – was inspired by his employees to create a hotel for modern travellers, offering them everything they need and nothing more. That means central locations in the world’s most exciting cities, but at an affordable price. Not just a place to sleep, but a place to work, relax and play, just like home. A place with superfast free Wi-Fi, technology that makes life easier and a good bed to rest at the end of a long day. Rattan Chadha called this philosophy “ affordable luxury for all “.
The first citizenM opened at Schiphol Amsterdam Airport in 2008. Today the citizenM portfolio includes 24 hotels in 16 exciting cities: London, Glasgow, Amsterdam, Rotterdam, Paris, Copenhagen, Zurich, Geneva, New York, Los Angeles, San Francisco, Boston, Seattle, Washington DC, Taipei and Kuala Lumpur.

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