Project | CitizenM Hotels


CitizenM Hotels offers an alternative hospitality experiece to the mobile citizen, who are done waiting for services that they don’t need. Check-in is automated, and you don’t need a password for the wifi. But moreover, citizenM wants to differentiate in its customer service. citizenM hotels desires to offer a level of guest service unknown in the hospitality industry. They have 7 hotels in Europe and New York and are expanding quickly.


Performance Solutions was part of the opening of the first hotel. Together with citizenM, we defined their desired experience as surprised, touched, connected and real.

Recruitment with Casting Days 

To get a team together for the first hotel, instead of putting out an ad and interview candidates, we announced a casting day. Potential ambassadors, this is what the front-line employees are called, attended four different workshops in a day. During this day, citizenM and Performance Solutions looked for a culture fit, rather than experience. The final selection of a team of ambassadors who surprise, connect, touch and are real becomes a collaborative choice, and a relatively easy one.

Immersion for new Employees 

To this day, citizenM hotels organize regular casting days to recruit their ambassadors. The casting day is also the first part of the immersion program that new ambassadors walk through in their first weeks at work. The immersion program focuses on building context (the why), rather than training skills (the how) and transferring knowledge (the what).


  • A global award winning experience concept  
  • An incredible team in now 6 hotels, and many more to come
  • The highest NPS and guest satisfaction in the competitive set with less than 50% of the industries benchmark for #FTE per room  
  • Recognition on TripAdvisor as world’s most trendy hotel concept  
  • A very attractive financial proposition, for guests and all other stakeholders guest feedback

citizenM’s SOLUTIONS

Performance Solutions offers a wide range of solutions. From (experience) concept development to training & coaching. From social & mobile learning solutions to customized bite-sized training content & gamification solutions. Below you’ll find an overview of solutions we offered at citizenM.

Reverse Engineering

Reverse Thinking & Engineering turns your customers into loyal fans, and employees into passionate brand ambassadors. We offer Reverse programs as:


Emergenetics Profile

Emergenetics is quantifiable and proven. Based on psychometric and neurological research, it measures 4 thinking preferences: analytical (blue), structural (green), social (red) and conceptual (yellow).In addition, it differentiates between 3 behavioral preferences: expressiveness, assertiveness, and flexibility. Emergenetics helps you and your team to understand yourself and each other and empowers you to interact more effectively and relaxed.

We offer:

  • Individual Emergenetics Profile / Scan
  • Team Emergenetics Profile / Scan
  • Meeting of the Minds Workshop
  • (in company) Emergenetics Training
  • Emergenetics Associate Program (Train-the-trainer / Certification)

FISH! Philosophy

Create unique employee and customer interactions… As colorful as the fish in the sea are the possible applicabilities of the FISH! Philosophy. With FISH! Energizer, FISH! Workout and FISH! Training we offer you three alternatives how you can introduce FISH! to your company. Turning your employees into excited brand ambassadors, who love coming to work and have fun when interacting with colleagues and customers alike.

In many organizations fun is still seen as opposite of work. The fear of being perceived as lazy can be quite substantial. That is why it is important to assure employees that a lively, personal atmosphere is favored and laughing is explicitly allowed. With FISH! you can motivate your employees to be themselves at work.

Do you want to learn more about the FISH! Philosophy? Just drop us a line, visit our FISH! Events or become a FISH! Facilitator yourself by joining the certification program. Please find dates and locations in the event calendar.



We would love to hear about your challenge! Just click the button below and drop us a line or call us at +31 (0)23 – 510 0 510.


About citizenM

citizenM started with an idea to disrupt the traditional hotel industry by creating a luxury hybrid hotel for today’s modern travellers – eliminating the frustrations these travellers shared. 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.

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 in our hotels, is based around them and their ever-evolving appreciation of luxury and value. We call this ‘affordable luxury for the people’.

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 to pull you in. 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.