Applying the “Amazon Prime Playbook” to Hotels – Ernest Lee, citizenM

In this episode, Ernest Lee, Chief Commercial Officer at citizenM, shares how citizenM created a unique paid loyalty program called “mycitizenM+” that drives value for both customers and the company. Listeners will learn:

• The context and strategic thinking behind developing mycitizenM+, inspired by Amazon Prime’s approach to delivering consistent value to drive long-term loyalty (00:37)
• How citizenM leveraged its position as an owner-operator to quickly implement physical benefits and perks for members (01:42)
• The holistic perspective of mycitizenM+, offering travel, social, and professional benefits to stay top-of-mind with members (04:32)
• The structural changes in the workforce post-pandemic, with increased flexibility and mobility, and how citizenM aims to connect people through travel experiences (06:20)
• The operational complexity behind implementing a global loyalty program and the importance of simplicity, focus, and empowering employees within a framework (08:03)
• The impact of mycitizenM+ on key metrics such as average order value, customer lifetime value, repetition, frequency, app usage, and NPS (11:14)

This episode is brought to you with support from Sojern. Download our latest research report here: Unlocking Revenue – How Hoteliers Build Profitable Guest Relationships

New to Hospitality Daily? Start here.

Want to get my summary and actionable insights from each episode delivered to your inbox each day? Subscribe here for free.

Follow Hospitality Daily and join the conversation on YouTube, LinkedIn, and Instagram.

Music by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands