citizenM is a new brand of concept hotels whose aim is to build a strong brand personality which is approachable, down to earth, friendly and worldly wise offering affordable luxury. The concept revolves around "a mobile citizen of the world", an independent, frequent traveller. At the moment there is only one hotel at Schipol in Amsterdam. The hotels are constructed in a modular form. I'm not sure I like the idea of the open plan bedroom with no separate bathroom but maybe I'm too much of a traditionalist.




Visitors are encouraged to sign up as citizenMs to receive special offers, contribute their favourite city tips and "proclaim themselves smart and adventurous" (I think that would be enough to put me off signing up). There are free rooms on offer if you sign up and if you submit a tip. I did notice that it won't only be citizens' tips which are included but there will be corporate contributions too. I think it would be better if it was only citizens, as that would give the impression of more authenticity than possible corporate sales blurb intermingled with citizens input.

I tried using the book a room facility to check out the prices but couldn't get availability and price to appear. The only clue to prices were 3 price bands displayed at the side, low up to 100 euros, medium 100 - 120 euros and high over 120 euros.

I think that the success of the brand will hinge greatly on the attitude of staff, whether they can embody the core values and enhance the guest experience. It also depends on adoption of the brand values by the citizens and I'm not convinced that travellers want to be branded, even to a supposedly hip, modern brand.

What's your opinion of the citizenM brand?