A new star in hospitality? Exclusive interview with CitizenM's CEO Michael Levie.

Today we are interviewing Michael Levie about his new start up chain CitizenM (please note that this name was disclosed on September 3rd 2007; the brand was previoulsly referred as Onestarisborn, as you will read throughout this interview which took place before the brand launch): a new business hotel concept that is promising to take hotellerie by storm by introducing a luxury contemporary hotel for the cost conscious traveler.


They say that successful businesses have clear, simple and strong taglines. What's yours?
Our tag line is “Affordable Luxury for the People”


There is a very high degree of innovation throughout the whole Onestarisborn concept, from the building process to the product proposition. Can you tell us a bit about that?
Onestarisborn is a modern kind of hotel. It features new technology. It’s built in a new way. It represents a new way of approaching the hotel business. Innovation can be found throughout our entire concept. Our building process is one of “Industrial Flexible Demountable”, our rooms are prefabricated off-site and then shipped on trucks and stacked as building blocks on the desired location.

Our modular system combines functionality with comfort and contemporary design. Our rooms are the height of functional space and design, with a range of amenities and technology on par with most 5 star properties. Our lobbies are named “living rooms” offering our guests the comforts or their own home, with designer furniture by Vitra, a 24 hour Food and Beverage outlet, and various spaces to relax, work, and enjoy.


What will a typical OSIB hotel look like?
There is nothing typical about an OSIB hotel.

Together with our house architects Concrete a new hotel experience has been created. The exterior of the hotel features a multi-angled glass façade, in addition to various artist impressions. The lobby features several multi-functional living rooms with designer furniture by Vitra. There is also a 24 hour Food and Beverage outlet serving a wide range of specially selected products.

In the evening the outlet doubles as the bar, where our guests choose from our premium selection of drinks. An OSIB hotel has a range of 150-250 rooms; each room is identical yet is fully customizable by each guest. The rooms feature extra king size beds, luxurious bed and bath linen and rain showers. Besides the easy accessibility of free Internet access, free movies and a global plug system, the rooms feature the latest in technological innovation.

The mood of the room can be completely personalized, thanks to Philips Ambient Technology. A touch-screen electronic mood pad makes it possible to control the LED lighting as well as the climate, blinds, ambiance music and wake-up call. For those who love natural light and gazing at the city lights, every room has a wall-to-wall window.


Who is your client?
Our clients are the new generation of modern day travelers in both the business and leisure segment. Onestarisborn guests can be described as active people, who are young at heart, design oriented, want to be inspired and want to experience / explore new things with regard to hotel product and service propositions.

They are cost conscious and more likely to spend money on a fine dinner or a nice suit rather than an unnecessarily expensive flight or hotel.

The typical Onestarisborn client is: International a frequent traveler on both short and long haul flights; Contemporary and up to date with the latest lifestyle trends; and is a Personality being very free spirited, outgoing and fun.


Five adjectives that describe a Onestarisborn experience from a client's point of view
Here are 6 adjectives:
Innovative
Inspiring
Contemporary
Luxurious
Personality
Value


How are you planning to expand in Europe and what are your next steps?
Onestarisborn’s expansion plans are ambitious. We are planning our expansion by focusing on A locations in key European cities. Our acquisition team is constantly searching for opportunities. Our target is to open approximately 50 hotels by 2015.