Recast: If you’re willing to pay, we will give it to you | with Casper Overbeek
May 7, 2025
In this recast episode of Hotel Moment, we revisit Karen Stephens' conversation with Casper Overbeek, Chief Product Officer at citizenM. Casper shares eye-opening insights into citizenM's groundbreaking paid subscription loyalty program and their distinct approach to personalization across different cultures. From their guaranteed availability promise to their fascinating observations about European versus American guest preferences, discover how citizenM is reimagining hotel loyalty for the modern traveler in ways that continue to disrupt the industry.
In this enlightening recast from the Hotel Moment archives, 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.
Throughout their conversation, Casper takes us behind the scenes of citizenM's remarkable growth story, from just 10 hotels to a portfolio of 38 properties across prime locations in Europe and the US. He reveals the strategic thinking behind their unconventional paid subscription loyalty program, which has successfully attracted 45,000 active members by delivering on two key promises: guaranteed room availability and rate certainty.
What You'll Learn:
- Why citizenM abandoned traditional points-based loyalty programs in favor of a paid subscription model
- How guaranteed room availability within 48 hours has become a game-changing loyalty benefit
- The surprising cultural differences between European and American guests when it comes to personalization
- How citizenM gathers and implements continuous guest feedback to refine their offerings
- Why technology should enhance human connections rather than replace them
- Practical strategies for implementing personalization in ways that genuinely enhance guest experiences
- How to balance innovation with operational efficiency in a hotel environment
- Why starting with the desired guest experience and working backwards leads to better business decisions
If you missed this episode the first time around, don't miss the chance to hear these valuable insights that remain as relevant as ever in today's evolving hospitality landscape.
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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:
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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