CitizenM

Problem: The CitizenM hotel has the potential in the American market due to its European design — mainly because the rooms are just 150 sq. ft. In a culture largely influenced by materialism, Americans typically look for large and extravagant hotels.

Research Conducted: I conducted a site visit to CitizenM in Boston. I talked to guests waiting in the lobby and employees on the floor. I also collected and analyzed reviews from several third-party websites.

Insight: The message was consistent: this is not a hotel for people who want to watch movies in their room when visiting a new city. The rooms are small at CitizenM because everyone who stays there is using it as a home base with elevated essentials (XL bed, custom mood lighting) while they spend their days actually exploring the place they are visiting. At the end of the day, CitizenM is for the doers.

Strategy: Tap into trends of minimalism and “experience travel” that are popular with millennials right now.

Outcome: This was my final project for my Consumer Insights class at Boston University. It was the highest-scoring project among all sections.