Hotel brands M Social and CitizenM are building pixel hotels in the metaverse as places where avatars can “work, sleep and play”. Reporting by Jenny Southan
The trend of creating “digital twins” in real -life locations in the metaverse began in the travel industry, with M Social and CitizenM (two unrelated companies, despite their similar names) among the leading brands. .
Singaporean brand M Social (part of Millennium Hotels and Resorts), launched M Social Decentraland on May 5, 2022, making it the first hotel group in the world to operate a hotel in the metaverse.
Modeled on various M Social hotels around the world, the virtual property “encapsulates the essence of the M Social brand which is a thoughtful lifestyle and aims to be a place for everyone to gather and experience the virtual reality universe of Décentralisé ”.
Located near Genesis Plaza in the heart of Decentraland, Millennium Hotels and Resorts ’newest hotel is located in prime digital land. Like its physical sister hotels, M Social Decentraland has positioned itself as a “hub for explorers eager to discover new experiences and connect with like-minded people.”
The virtual hotel features a giant “M” on each of its four sides, with exterior mirrors and neon pink accents creating a beautiful interior look.
“M Social is about diversity, being different. As we look to the future, we need to look beyond the traditional model of hospitality and engage with our guests through new, immersive experiences. , “said Kwek Leng Beng, Executive Chairman of Millennium and Copthorne Hotels Limited.
“We hope to change the definition of hospitality through M Social Decentraland by creating online adventures that accompany real-life events.”
Customers who enter within M Social Decentraland can interact with an avatar who greets everyone in the lobby. The avatar guides guests on a journey of discovery through the hotel. Those who reach the top of Decentraland have a chance to win hotel surprises in the real world.
Saurabh Prakash, Senior Vice President Commercial Group for Millennium Hotels and Resorts, said, “The hospitality landscape is changing rapidly. We are adopting a variety of technologies to attract customers and improve the customer experience.
“Metaverse is one of the ways that gives us many opportunities to make unique social connections with our customers. M Social Decentraland enables us to reach new and existing customers both physically and virtually. world with online connection to offline interaction.
In the coming months, Millennium Hotels and Resorts will talk to like -minded partners about future collaborations. Visitors can also expect treasures and surprises on a visit to M Social Decentraland.
Future hotel integration will include a link to the M Social website and special events to mark special occasions such as Valentine’s Day and New Year’s Day.
The M Social brand was launched in Singapore in 2016. M Social Decentraland marks the first virtual location of other physical outposts in Paris, New York, Singapore and Auckland.
CitizenM has entered the metroverse
CitizenM, a Dutch company that describes itself as “the pioneer of cheap luxury hospitality,” has announced that it will acquire a LAND site on The Sandbox, a leading decentralized virtual gaming world and subsidiary of Animoca. Brands, to allow him to start building a hotel in the Metaverse.
This venture marks the start of a new hospitality movement, as CitizenM is the first hotel group to buy LAND at The Sandbox, a virtual world where users can create-and monetize – in their own kingdoms and experiences in the unique game of LANDs, which are non-fungible tokens (NFTs) that represent virtual real estate in The Sandbox.
Following pandemic spending focused on building customer loyalty in an attempt to launch hotel subscriptions, CitizenM said it is now focused on building loyalty in the online world.
Like all of its hotels, CitizenM says it will “prioritize art” by showcasing and selling future NFT collections commissioned from the rising talent in the digital art space.
Once the LAND is purchased, CitizenM aims to fund the construction and hotel in the virtual world by selling an exclusive collection of NFTs with real -world (utility) rewards included.
Each of the 2,000 NFTs has the same price, however, buyers are randomly assigned one of three levels: 1,500 “regular” citizens, 450 “special” citizens, and 50 “legendary” “citizens.
Utilities come in the form of discounts, free drinks etc., with details of rewards determined by the NFT level provided by the buyer. Prizes can be redeemed at any of CitizenM’s growing portfolio of real -world hotels.
“We are excited to be the first hospitality company to build the metaverse,” said Robin Chadha, CMO of CitizenM. “As a brand that is constantly pushing boundaries and challenging traditional models, this new venture at The Sandbox is in line not only with our brand strategy, but also with the commitment we have in the creative community and in our visitors, online and in the real world .. We are excited to explore the many opportunities in the metaverse in the coming years.
Once the virtual hotel – a place where avatars visit The Sandbox to work, sleep and play – is built, CitizenM will partner with an additional list of digital artists to create and sell NFTs. to be purchased in the digital space. .
Finally, the brand plans to use these profits, with the constitution of a Decentralized Autonomous Organization (DAO), to fully fund the actual physical ownership in which token holders will vote in place. Consistent with the brand’s philosophy, CitizenM “will finally build a hotel for the people, for the people”.