A brand of affordable luxury hotels that launched in 2008, citizenM has announced it will purchase a digital land site in The Sandbox, a virtual game world owned by Animoca Brands. With this venture, citizenM claims it will become the first-ever hospitality group to build a hotel in the metaverse.
In The Sandbox, users can create and monetize their own worlds and game experiences on what the game calls LANDs, which are NFTs that represent virtual real estate. After purchasing its LAND, citizenM aims to finance the build of its virtual hotel by selling collections of digital art as non-fungible tokens (NFTs). Purchasers also will receive discounts and rewards at citizenM’s portfolio of real-world hotels. At citizenM’s virtual hotel, avatars can virtually work, sleep, and play.
Once its meta-hotel is built, citizenM intends to collaborate with an additional roster of digital artists to create and sell NFTs. Eventually, citizenM will use the profits from these NFT sales to fully finance a physical, real-life property, whose location will be determined by a vote among token holders.
citizenM has sought to innovate in various aspects of the hospitality industry, from its app-based, fully contactless operations to its development of creative subscription services and its use of modular construction methods. The Netherlands-based brand is currently expanding its real-world hotel portfolio in North America.
“We are thrilled to be the first hospitality company to build in the metaverse,” Robin Chadha, CMO of citizenM, says in a statement. “As a brand that has always pushed the boundaries and challenged traditional models, this new venture in The Sandbox fits not only with our brand strategy but also the commitment we have to the creative community and to our guests both online and in the real world.”
Related Stories
Hotel Facilities | Feb 8, 2018
Nashville hotel takes authenticity to the extreme with dedicated recording studio, performance spaces
Music City has experienced a hotel construction boom in recent years, making for a more competitive market.
Hotel Facilities | Jan 24, 2018
U.S. hotel markets with the largest construction pipelines
Dallas, Houston, and New York lead the way, with more than 460 hotel projects in the works.
Hotel Facilities | Nov 10, 2017
The hotel of the future has just the right amount of tech
CallisonRTKL’s recent survey helps shed some light on how the hotel of the future might strike a balance between tech and the human touch.
Hotel Facilities | Oct 6, 2017
This year’s Radical Innovation Award winners showcase portable and flexible hotel designs
The grand prize hotel concept gives new meaning to “back to nature.”
Adaptive Reuse | Oct 5, 2017
Wexford’s latest innovation center breaks ground in Providence
The campus is expected to include an Aloft hotel.
Giants 400 | Sep 22, 2017
Welcome home: Hotels want guests to feel more like residents than visitors
Because hotels can take as long as six years to complete, spotting trends—and differentiating them from fads—is tough when tastes and systems change so rapidly.
Giants 400 | Sep 22, 2017
Top 80 hotel construction firms
Turner Construction Co., Swinerton, and The Whiting-Turner Contracting Co. top BD+C’s ranking of the nation’s largest hotel sector contractor and construction management firms, as reported in the 2017 Giants 300 Report.
Giants 400 | Sep 22, 2017
Top 30 hotel engineering firms
NV5 Global, WSP, and DeSimone Consulting Engineers top BD+C’s ranking of the nation’s largest hotel sector engineering and EA firms, as reported in the 2017 Giants 300 Report.
Giants 400 | Sep 22, 2017
Top 60 hotel architecture firms
Gensler, WATG and Wimberly Interiors, and HKS top BD+C’s ranking of the nation’s largest hotel sector architecture and AE firms, as reported in the 2017 Giants 300 Report.
