In this episode, citizenM CEO Lennert de Jong shares with our innovation correspondent, Matthias Hüttebräuker, how citizenM transformed the traditional hotel loyalty model by launching a subscription program inspired by Amazon Prime and Netflix. Lennert explains how his team developed the subscription concept during COVID, initially as a response to occupancy challenges, and how it evolved into a highly successful model, signing up more than 50,000 subscribers and continuing to grow. He discusses the strategic shift from transactional rewards toward building genuine customer relationships, how citizenM identified customer pain points to create attractive benefits, and why subscription-based loyalty offers deeper value and engagement than traditional points systems. This conversation provides practical insights for hospitality leaders seeking innovative ways to strengthen guest loyalty and drive business growth.

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Music for this show is produced by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands