If you’re willing to pay, we will give it to you | with Casper Overbeek
February 12, 2025
In this episode of Hotel Moment, Karen Stephens sits down with Casper Overbeek, Chief Product Officer at citizenM. Casper shares insights into citizenM's innovative paid subscription loyalty program and their unique approach to personalization across different cultures. From their guaranteed availability promise to their distinct understanding of European versus American guest preferences, discover how citizenM is reimagining hotel loyalty for the modern traveler.
Karen Stephens sits down with Casper Overbeek, Chief Product Officer at citizenM, to explore how the brand is revolutionizing guest loyalty and personalization in hospitality.
Together, they discuss:
- citizenM's journey from 10 to 38 hotels across prime locations in Europe and the US
- The development and success of their paid subscription loyalty program, which now has 45,000 active members
- Their groundbreaking approach to guaranteed availability and rate parity
- The distinct differences between European and American preferences for personalization
- How technology enables better guest experiences while improving operational efficiency
- The role of continuous feedback in shaping guest experience improvements
Listen in to discover how citizenM is redefining luxury hospitality through innovative technology, strategic personalization, and a deep understanding of guest preferences.
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Episode Highlights:
[02:51] Brand overview and growth - Casper shares citizenM's journey from its founding 15 years ago to its current portfolio of 38 hotels. He explains how the brand was created to solve key traveler pain points, focusing on providing great locations, comfortable rooms with the right technology, and welcoming common spaces. The expansion from 10 to 38 hotels during his tenure demonstrates the success of this approach.
[07:38] Innovation in loyalty programs - citizenM's paid subscription model emerged from careful listening to guest needs. Two main pain points emerged: guaranteed availability and price security. The program now offers guaranteed availability 48 hours in advance and ensures members always get the best rate, with 15% off the best available rate. This innovative approach has attracted 45,000 active members.
[14:21] The power of guest feedback - Casper describes their comprehensive approach to gathering guest feedback, including micro-feedback tools throughout the journey, regular webinars, and even direct WhatsApp communication with some members. This constant flow of feedback helps shape their service improvements and technological innovations.
[24:49] European vs American personalization - One of the most fascinating insights Casper shares is the distinct difference between European and American preferences for personalization. Europeans prefer recognition without intrusion, while Americans seek customization and control over their experience. This understanding shapes how citizenM approaches service delivery in different markets.
Chapters:
00:00 - Intro
02:51 - citizenM brand overview
07:38 - Innovation in loyalty programs
14:21 - Guest feedback systems
19:34 - Technology and operational efficiency
24:49 - Cultural differences in personalization
28:12 - Future of hospitality innovation
31:24 - Outro
If you enjoyed this episode, don’t forget to subscribe, rate and review it on Spotify and Apple Podcasts. Instructions on how to do this are here.
Hotel Moment Podcast is handcrafted by our friends over at: fame.so
Previous guests include: Shannon Knapp, CEO of Leading Hotels of the World (LHW), Patrick Norton of Brittain Resorts & Hotels, Shawn Jereb of Montage International, Carlo Del Mistro, Chief Digital Officer of Ennismore, Jason Pirock of Springboard Hospitality, and many more.
Are you a hospitality industry leader with insights to share? We're always looking for innovative voices to join our conversation about the future of hospitality technology.
If you'd like to be a guest on an upcoming episode of Hotel Moment, we'd love to hear from you! Our podcast reaches thousands of hospitality professionals worldwide, and we're particularly interested in perspectives on:
- Innovation in hospitality technology
- Guest experience transformation
- Revenue optimization strategies
- Emerging industry trends
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