MVP FOUNDRY

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Budget Hotel Value Curve - citizenM vs Traditional Hotels

How citizenM redefined budget hotels by eliminating traditional services while raising design and technology.

Value Curves

Reference Company (dashed line)

Strategy Overview

citizenM eliminated room service, concierge services, and large rooms while maximizing design, technology, and social spaces.

citizenM (shown in #EF4444) represents the innovative approach, while Hilton (⭐ reference) represents the traditional industry standard.

Key Differentiators

  • Eliminated traditional hotel services
  • Reduced room size but maximized design
  • Created tech-enabled rooms with mood lighting and controls
  • Designed vibrant social lobbies
  • Focused on self-service efficiency

ERRC Framework Applied

🚫 Eliminated

  • Room Service

📉 Reduced

  • Room Size
  • Concierge Service

📈 Raised

  • Room Price
  • Design Quality
  • Room Technology
  • Lobby Experience
  • Self-Service Options

Created

  • Self-Service Options

Blue Ocean Insights

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Targeted mobile citizens who value style over space

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Made luxury design affordable

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Created Instagram-worthy spaces

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Turned the lobby into a co-working and social hub