You can also find out more about the Open Innovation Summit Michael Levie, Founder Partner at EHL Innovation Hub was our guest. CitizenM. We asked him some questions about the tech changes he thinks will be most significant in the hospitality industry and how CitizenM stands out. Michael spoke about microdata, middleware and why moving to cloud isn’t enough. He explained that the culture of CitizenM was like a jam sesh and how this energy is still alive today.
What technology or innovation will you say has the greatest impact on our industry in the next five to ten years?
AI is the focus of everyone in the digital age. However, I’ve found that our legacy system is not equipped to deal with guests who have a golden profile. Digital and AI apps will transform the industry, but only after we have cleaned up our technology architecture. Middleware is going to be key. Not enough is moving systems to the cloud. We have poor data in our industry and even worse data about our guests. We do not have the ability to unlock the power of both micro and general data.
What is unique about CitizenM?
CitizenM is inclusive. All our constituents are involved and excited about it. Human interest and connection are the key components. Hospitality is all about human connection and interest. The product we offer is very consistent and easily recognizable. However, it is the service that brings comfort and kindness. People feel at home. It is not something we own. It is expressed in many different ways by various companies. I don’t think anything should be an industry standard. I don’t believe that. Everyone should have their own DNA. I am so proud of all that we have achieved.
How would you describe CitizenM’s unique rhythm or flow, and what impact does this have on the team and guest experience?
Like a jam. Jam sessions still require that instruments are played correctly. You must be experienced and trained. Everyone can contribute. We all want recognition for our contributions, to belong and to contribute. It is the same for all parties: guests, suppliers, employees, and partners. Each person has their own musical expression. You can sing, tap dance or play any other instrument if you don’t play an instrumental. The event is open to everyone. There are still strict rails. It is the combination of both that makes it so beautiful.
How can you retain the rebel DNA of CitizenM now that it is under Marriott’s umbrella?
Marriott is an established company with strong values and culture. By Marriott family I don’t just mean people with the Marriott name. Their team believes in the values. Each child is unique. Perhaps we are different children. But they do respect that. The kids grow up. Owner-operators have taken CitizenM the farthest they could. Now that the brand is safe in new hands, it will expand. They are proud of what we’ve built. It is not necessary to be rebellious in order to be a rebel. Curiosity is key. Be humble. Be agile. Be collaborative. We will remain ourselves.
What is the best way to get in touch with us? EHL Open Innovation Summit 2025
This interview was conducted at the EHL Open Innovation Summit, in Lausanne. Hospitality Net participated as an official media partner.
The event brought together an international mix of thinkers, doers, and innovators to explore the world of hospitality, travel, and food through open innovation. It was the combination of formats, people and ideas that made it so special. It wasn’t just about technology or talks. It was about real-time energy sharing, collaboration, and people actually showing up.
Key figures
- 385 participants
- More than 20 countries are represented by 48 speakers and contributors
- Seven innovation challenges addressed collectively
- 45 Sessions
- 25 student volunteers
- 15 F&B startups letting us taste the future
- 1.5 days for connection, learning and co-creation
Key Insights From The Summit
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1. New benchmark in hospitality innovation
The summit established a new standard, weaving AI, sustainability, regeneration and human connection together. This showed that innovation in luxury, hospitality and food must be human-centric. Participants repeatedly stressed the need to move beyond efficiency into meaningful transformation. -
From knowledge exchange to co-creation in real time
More than a collection of talks, this summit was an activation lab – where diverse minds collaborated to solve pressing problems, from regenerative travel to circular luxury, to AI for guest experience. This was a display of collective intelligence. -
Collaboration as a catalyst for system change
Open Innovation became a relationship-based practice, not just another buzzword. All participants, including students, panelists and global explorers, as well as startup founders were invited to collaborate, connect dots and contribute. Participants reported that they were able to experience true collaboration, regardless of their age, industry or background. -
The power to be present: Hearts, Minds, and Hands
Attendees embraced the idea of innovation not being just about metrics and tech, but also about slowing down and speeding up and cultivating a regenerative mind-set. -
The future is “AND” – not “either/or”
One thing that keeps coming up: We must stop choosing extremes. Future is tech AND humans, healthy AND delicious and profitable AND impactful. This “integration mentality” is already changing the way leaders, educators, and startups reshape their strategies. -
The beginnings of a long term movement
The summit was described by attendees as the beginning of something bigger, a platform for learning, experimentation and alliance building. The EHL Innovation Hub is not only a powerhouse of academics, but also a catalyst in regenerative innovation for hospitality, service food and travel.
