CitizenM Hotels Tries to Strike Just the Right Tune as It Expands in Asia
Photo Caption: CitizenM Hotels' chief marketing officer Robin Chadha has to grapple with differentiating the brand when so many others have caught up.
Skift Take
These are crucial times for citizenM as it expands rapidly outside its European base into North America and Asia. It has to stay vigilant about differentiating the brand, now 10 years old, and ensure it is still cutting-edge.
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We are featuring regular reports several times per week from Beijing, Singapore and Cape Town, and look for us to add other cities soon. Gateway Singapore, for example, signifies that the reporter is writing from that city although her coverage of the business of travel will meander to other locales in the region. Read about the series here, and check out all the stories in the series here.
Since the first citizenM hotel debuted in 2008 in Amsterdam, growth has been at a comfortable pace of one property per year, with all 10 hotels except for one in New York being on familiar European home ground.
But growth is becoming more rapid, and in new territories. Four citizenM hotels are opening between this quarter and next year, namely a second hotel in New York and one each in Taipei, Shanghai a
