🏨
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
💡
Targeted mobile citizens who value style over space
💡
Made luxury design affordable
💡
Created Instagram-worthy spaces
💡
Turned the lobby into a co-working and social hub