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In the final episode of our Loyalty Series, we sit down with citizenM’s former CEO and now another star CEO Lennert De Jong to unpack how a boutique hotel brand reinvented loyalty as a product rather than a points program. The result was a paid subscription model, guaranteed room availability, and a bold brand IP sale to Marriott, all of which reshaped citizenM’s growth, distribution strategy, and guest experience without diluting its identity.

Lennert takes us back to the company’s early stance against traditional loyalty models and the forces that pushed a rethink: OTA pressure, the strength of U.S. direct-booking behavior, and the need for scale to protect rate integrity. Out of that emerged mycitizenM+, a simple paid membership that delivers immediate, tangible perks most notably guaranteed rooms when travelers need them most. The psychology mirrors Amazon Prime: when guests pay to join, they default to the brand and return more often. We explore how citizenM measured success through customer lifetime value, switching behavior, and how benefits like coworking access and F&B discounts aligned perfectly with the brand’s living-room-centric design.

We also break down the strategic decision to sell the citizenM brand IP to Marriott, unlocking the demand engine of Bonvoy while allowing citizenM to remain its largest owner-operator. The partnership grants mycitizenM+ members instant Bonvoy Gold, an example of how smart alliances can outperform homegrown loyalty programs. Lennert offers clear advice for smaller hotel groups: skip building your own points-based system and align with a platform that can already move demand at scale.

The conversation then widens into the future of loyalty as a lifestyle platform where rewards expand beyond hotels into concerts, F1 races, and cultural moments and how AI is quietly transforming hotel operations. From bots processing virtual cards to automated OTA message handling, and the coming wave of agentic AI that anticipates guest needs, Lennert outlines a future where automation elevates hospitality rather than replaces it.

For more information about citizenM, please visit https://www.marriott.com/brands/citizenm.

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