CitizenM Looks for Emotional Connections Through Fledgling Subscription Model
Photo Credit: CitizenM Paris Gare de Lyon Skift / Matthew Parsons
Skift Take
If you can’t compete against the loyalty point focused programs on offer from the likes of Marriott or Hilton, you have to sacrifice something.
Dutch hotel group CitizenM has signed 18,000 members to its “Plus” loyalty program that launched 10 months ago. But the company views the $12-a-month subscription as a means to grow its business rather than a revenue stream.
It's also willing to make a “sacrifice” to get to know its members better, and this year plans to build the community side of the new membership plan.
“We’re trying to trigger some of the emotional elements of having not a subscription, but an actual membership, in terms of membership community,” said Ernest Lee, chief commercial officer.
“If you say you’re part of a subscription, it feels very financial. But for us it
