citizenM: Making every stay seamless with a future-proof content model

citizenM is a hotel brand driven by a clear mission: to create affordable luxury for the people. With prime locations, stylish design, and high-tech amenities—such as fast check-in and smart rooms controlled via the citizenM app and moodpad—they have redefined modern hospitality.​ 

To support this ambition, citizenM was an early adopter of headless CMS technology, initially implementing it for their guest app. With the intention to unify content management across all touchpoints, they later onboarded the in-room tablets (moodpads) and the website onto the CMS. However, the initial content model was closely tied to specific platform layouts, limiting content reusability and scalability.​ 

Two Point O collaborated with citizenM to outline a more flexible architecture and provide initial training for the editorial team. In a consultancy role, Two Point O later optimized the content model to fully leverage the headless CMS capabilities. This transformation ensured that content is created once and seamlessly distributed across all digital touchpoints, reducing manual work for content teams, improving consistency, and future-proofing their platform for further expansion. 

Creating a seamless and scalable content system 

The optimized content model in Contentful now serves as the single source of truth, enabling citizenM's teams to:​  

• Manage content efficiently across all platforms reducing duplication and effort 

• Quickly launch new hotels and marketing campaigns cutting deployment times significantly 

• Adapt content for emerging digital channels ensuring long-term scalability  

By shifting to a modular content structure, citizenM now reuses 85% of its content across the website, app, and in-room tablets, while still allowing for specific customizations where needed. This ensures a consistent guest experience while giving teams the agility to respond to market trends, seasonal promotions, and new locations without overhauling content.​ 

With a clear, structured CMS, citizenM's content authors now work more confidently and efficiently, supported by an intuitive system that eliminates confusion and bottlenecks. This has resulted in a notable increase in editor satisfaction, reflected in a higher CSAT score. 

Two Point O immediately connected with our team to ensure we truly grasped and embraced the headless approach, which proved essential for successfully executing our headless content strategy and framework. They're an excellent collaborative partner with transparent, straightforward communication.

Keetie H.Product Owner Contentful | citizenM

Moving towards a seamless guest experience and future adaptability 

We have successfully established a clear content strategy within citizenM that functions as a guiding principle, effectively aligning citizenM's content initiatives with both the overarching business objectives and the specific needs of their users. 

Central to this transformation is the revised content model in Contentful, citizenM's chosen headless CMS, and making Contentful their primary content source. This platform has empowered them to create seamless omni-channel content experiences, ensuring consistency and relevance across all channels and devices. By consolidating their content management, they have enhanced efficiency and agility in delivering compelling content to their audiences. 

Moreover, the project instilled a headless mindset in their teams. This shift in perspective has led to innovative thinking about content and new approaches to creating, distributing and managing it. It has allowed them to break free from traditional constraints and embrace flexibility and adaptability by responding to changing market demands and user expectations. 

Want to future-proof your content strategy? 

At Two Point O, we help brands like citizenM optimize content management for efficiency, scalability, and seamless digital experiences. Let's talk about how we can help you unlock the full potential of your CMS.