The direct booking trend: What is it really about?

By Lennert de Jong, Commercial Director at citizenM | 2 Mar 17

Over the past year, there has been much buzz about the subject of direct booking. No matter where you look, big brands were promising direct booking benefits, OTA’s were retaliating, or rate parity was being banned by yet another country. As Lennert de Jong of citizenM writes, if we want to better understand the debate, we need to dig deeper into this heated subject and shine some light on it from different angles.

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About citizenM Hotels

The citizenM philosophy is ‘affordable luxury for the people’, offering guests all the luxuries they would expect from a high-end hotel in a prime location, but without sky-high prices. citizenM was founded by Rattan Chadha, the founder and former CEO of the fashion brand Mexx. The first citizenM hotel opened at Amsterdam’s Schiphol Airport in 2008, followed by citizenM Amsterdam in 2009; citizenM Glasgow in 2010, and citizenM London Bankside in 2012. Rotterdam, New York and Paris locations followed in 2014. In 2016, two more hotels were added to the London portfolio: citizenM Tower of London, and citizenM Shoreditch. In 2017, citizenM opened Paris La Defense and Paris Gare de Lyon hotels. Also in 2017, the company moved into the Asian market, with its first location at Taipei North Gate. citizenM New York Bowery will welcome guests from autumn 2018. Further announcements about expansion in the US, Europe and Asia will follow soon.
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