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EHL Innovation Rewind: Michael Levie on Middleware, Microdata and the Jam Session Spirit of CitizenM | By Simone Puorto

3 June 2025

At the Open Innovation Summit hosted by EHL Innovation Hub, we sat down with Michael Levie, Founding Partner at CitizenM. We asked him a few questions about where he sees the biggest tech shifts coming in hospitality and what makes CitizenM stand out in the way they work. Michael talked about middleware, microdata and why moving to the cloud is not enough. He also explained how the culture at CitizenM is like a jam session and how that energy still lives on today.

Which technology or innovation do you think will have the most impact in our industry over the next 5 to 10 years?

In the digital age, everyone is trying to get their digital connect with their customer and focus on AI. But what I have found is that our legacy systems are not capable of dealing with the golden profile of guests appropriately. Digital and AI applications will be transformative, but we can only get there if we clean up our tech architecture. Middleware will play a major role. Moving systems to the cloud is not enough. Our industry has insufficient data in general and lousy data on our guests. We are not unlocking the power of micro data and general data, and until we do that, we cannot properly support our digital, commercial, and revenue strategies.

Is there anything CitizenM did or does that should become an industry standard, and is there something that should remain unique to your DNA?

CitizenM is about inclusion. All our constituencies are part of it and excited about our brand. The key component is human interest and human connection. That is the essence of hospitality. Our product is extremely consistent and recognizable, but the service is what brings comfort and kindness. People feel at home. That is not proprietary to us. Many companies express it in their own way. I do not think anything should become an industry standard. I do not believe in that. Let everyone have their own DNA. I am just proud of what we have accomplished.

How would you describe the unique rhythm or flow of CitizenM, and how does that contribute to the guest and team experience?

It is like a jam session. A jam session still involves instruments that need to be played well. You need to be trained and experienced. But there is freedom for everyone to contribute. We all want to belong to something, to contribute, and to be recognized for our contribution. That is true for guests, employees, suppliers, partners. Everyone finds their own piece of the music. If you do not play an instrument, sing or tap or whatever. It is very inclusive. Yet there are strict rails. That combination is what makes it work and what makes it beautiful.

Now that CitizenM is under the Marriott umbrella, how do you keep the rebel DNA intact?

Marriott is a big company with a strong culture and values. When I say Marriott family, I do not just mean those with the Marriott last name. Their teams believe in the values. Each child in the family is different. Maybe we are a different child. But they respect that. Kids grow up. We took CitizenM as far as we could as owner-operators. Now the brand is in safe hands and will take on new dimensions. They respect what we have built. Being a rebel is not about being rebellious. It is about being curious. Be humble. Be agile. Be collaborative. We are very excited for this next stage, and yes, we will stay ourselves.

About the EHL Open Innovation Summit 2025

This interview was recorded during the EHL Open Innovation Summit in Lausanne, where Hospitality Net joined as official media partner.

The event brought together a global mix of thinkers and doers to explore the future of hospitality, food, and travel through open innovation. What made it special was the mix of ideas, formats, and people. It was not only about tech or talks. It was also about people showing up, working together, and sharing energy in real time.

Key Figures

385 participants
48 speakers and contributors from more than 20 countries
7 innovation challenges collectively addressed
45 sessions
25 student volunteers
15 F&B startups letting us taste the future
1.5 days of connection, learning, and co-creation

Key Insights from the Summit

1. A new benchmark for hospitality innovation
The summit set a new standard by weaving together AI, sustainability, regeneration, and human connection - showing that innovation in hospitality, luxury and food must be holistic, human-centric, and purpose-driven. Participants repeatedly highlighted the need to go beyond efficiency and into meaningful transformation.
From knowledge exchange to real-time co-creation
More than just a series of talks, the summit was an activation space - a living lab where diverse minds worked together on pressing challenges, from regenerative tourism to circular luxury to AI in guest experience. It was a showcase of collective intelligence in motion.
Collaboration as the engine of systems change
Open Innovation came alive not as a buzzword, but as a relational practice. From panelists to students, from global explorers to startup founders, everyone was invited to co-create, connect dots, and contribute. Participants repeatedly said they experienced true collaboration across boundaries, industry, sector, age, and background.
The power of presence: hearts, minds, and hands
Whether walking in the forest, painting together, or debating future systems, attendees embraced the idea that innovation isn’t only about tech and metrics - it’s also about embodied experience, slowing down to speed up, and nurturing a regenerative mindset.
The future is “AND” – not “either/or”
A recurring takeaway: we must stop choosing between extremes. The future is tech AND human, healthy AND delicious, profitable AND impactful. This “integration mindset” is already informing how leaders, startups, and educators present are reshaping their strategies.
The beginning of a long-term movement
Attendees described the summit as the start of something much bigger - a platform for experimentation, learning, and alliance-building. The EHL Innovation Hub was recognized not only as an academic powerhouse, but as a true catalyst for regenerative innovation across hospitality, service, food, and travel.