Matching Your Tech Strategy with Your Target Guest

The CitizenM hotel near Times Square in New York City is known for its smart use of technology and emphasis on affordable luxury. It’s an ultramodern, glass-and-concrete box of 230 small rooms (each is about 150 square feet), a 2,300-square-foot oversized, living room-style lobby on the first floor with grab-and-go food, a bookstore, a bar, and a rooftop lounge.

Being laser-focused on tech-savvy travelers led the Amsterdam-based hotel chain to use technology platforms to offload as many basic tasks as possible. This means using computer kiosks in the lobby to handle the check-in and check-out duties—with assist from the hotel staff—and smart pads to control each guestroom’s TV, HVAC, blinds, and lights. And Wi-Fi is fast and free throughout the property. But perhaps the slickest implementation of technology is the hotel’s RFID keycards, which tie into a PMS that automatically stores each guest’s settings and preferences for the next visit.