Stay in the new hotel that's not a hotel…

IT IS a tricky puzzle for tourist boards to grapple with: how to grade a cutting edge, technology-led boutique hotel - but with minimal staff and a budget price tag.

Now Scotland has become the first country in the world to introduce a new form of classification to accommodate this new breed of guest house - sparked by the launch of an award-winning Dutch hotel chain which opened its first overseas venue in Glasgow.

Already popular in Amsterdam, where it has two sites, citizenM launched in Scotland's biggest city ten months ago.

Hide Ad
Hide Ad

But, struggling to classify the newcomer to the Scottish tourism market as a "hotel", "guest house" or "inn", VisitScotland has now created a brand new award, the "New Concept" scheme, to fit the emerging style of modern accommodation on offer.

The tourist board has also awarded citizenM four stars under the new scheme, which will eventually be rolled out to include other more unusual types of accommodation - which it says will "suit today's and tomorrow's consumer".

Other brands which may well be considered under the new scheme in the future include the budget airline-owned "easyHotel" chain which has a branch on Edinburgh's Princes Street - and even luxury "glamping" safari tents such as those on offer by Featherdown Farms, which experts say does not fall into a traditional self-catering category.

VisitScotland's Quality Assurance manager, Colin Houston, said: When citizenM arrived in the UK it did not fit into the traditional categories of hotel or guest house, as it's such an entirely different concept to anything seen before.

"We are keen to embrace what is an entirely different product in the market and we are keen that our grading schemes can move and adapt to new and innovative trends in hospitality.

"We believe we are the first national tourism body to adopt this new idea by offering flexibility in our grading awards to the point where we've introduced a brand new designation to include citizenM in our marketing campaigns."

CitizenM, which boasts room rates starting at 59 a night, was awarded the "Trendiest hotel" in the world award in 2010 and 2011 by ratings website Tripadvisor.

The expensive part of a room - the size of the space it occupies - is cut back in the hotel's offering, but the chain compensates in other ways.Cutting edge technology incorporated means visitors check themselves in via special kiosks, specifying their own preferences for their room, which are adapted by the time the guest arrives at the door.

Hide Ad
Hide Ad

Hungry guests can also stock up on food at the 24-hour self service canteen and help themselves from an around-the-clock minibar in the lobby.

The hotel's futuristic decor includes communal contemporary living rooms, furnished with Vitra and Eames furniture - including chairs costing up to 10,000.

Professor John Lennon, director of the Moffat Centre for Travel and Tourism Business Development at Glasgow Caledonian University, said there was a gap in the market for a new classification system.

"I am a big fan of the citizenM hotel - I like its pared-down approach," he said. "I can see the need to review the Quality Assessment grading as these new types of hotels are introduced. It is a very good example of pushing the boundary of making low budget high quality. It makes a welcome change from all the quite similar budget products."

Michael Levie, co-founder and chief executive of citizenM, which is aimed at couples and business people visiting a city environment, said: "CitizenM applauds VisitScotland for modernising and updating the traditional hotel star rating system. New and innovative hotels like citizenM are built as a base camp for today's urban explorers."

He added: "We are honoured to be the first to be granted with the 'new concept' designator in the four star category."

CitizenM, which opened its first hotel at Schiphol Airport in the Dutch capital in 2008, recently confirmed plans to expand to two sites in London and two more in New York.