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CUSTOMER SUCCESS SERIES
THE CITIZENM MODEL powered by Ireckonu
CITIZENM SELF-CHECK-IN KIOSK
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THE FRAMEWORK BEHIND THE CITIZENM MODEL, POWERED BY IRECKONU.
In 2008, citizenM’s Michael Levie co-founded
a revolutionary hotel – high in tech, light
in operations, exceptional in service, and
affordable to the masses. To give it the right
operational efficiency, Ireckonu applied a
hybrid middleware solution for instant access
to all data that drives intelligent decisions.
Here’s how we did it.
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BASED ON THE CONCEPT OF THE MOBILE CITIZEN, CITIZENM WAS SET UP ON THE FOLLOWING PRINCIPLES:
• LIGHT IN OPERATIONS
• HIGH ON TECH
• EXCEPTIONAL IN SERVICE
• AFFORDABLE LUXURY
• THE GUESTS GET EVERYTHING THEY NEED, AND NOTHING THEY DON’T
HOW THEY DID IT
citizenM is built for mobile citizens of the world
– those who cross continents as easily as others
cross streets. These travelers like to move
fast and use tech to make their lives easier.
So, citizenM packed their hotels with as much
innovative technology as they can offer – like the
one-minute check-in kiosks and in-room iPad
controls for a fully customised,
one-of-a-kind experience.
The exceptional service experience with a true
human touch comes straight from the hotel staff
members, known as “ambassadors”. They’re
hired not for their hospitality experience (as
traditional hotels do), but for their interpersonal
skills, warm personality, and a genuine desire to
make the world feel at home.
One of citizenM’s biggest goals was to make
luxury inclusive, rather than exclusive. And
so, every hotel includes a designer living
room, 24/7 bar, and the world’s best beds and
showers. In other words – all amenities offered
at five-star hotels, but priced to fit the tag of
“affordable luxury”.
The most striking feature of any citizenM
hotel is the living room. Replacing a traditional
cold, empty lobby, the living room makes an
immediate impression with its bold colors,
lively bar area, Vitra furniture, and designated
workspaces. Guests don’t have to stay in their
bedrooms – they can use the living room as if
they would at home – to read, meet, watch TV,
and mingle with other guests.
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CRS TICKETING CRM WEB F&B POSPMS
ROOM CONTROLHVAC TABLET DOOR LOCKS TV PAYMENTTERMINAL
AIRPLAY
THE INDUSTRY CHALLENGE
Despite the greenfield scenario, the first years of citizenM did not meet the high
operational, financial, and guest experience goals the company set for itself.
Michael Levie discovered that the root cause of this was not in the quality and
performance of individual systems, but rather their connectivity, or lack thereof.
The traditional way of interfacing (point-to-point) with a variety of vendors further
increased complexity.
In addition, some solutions were transitioning from on-prem to the cloud, taking
matters from “bad to progressively worse”. Michael and the rest of the citizenM
team soon realized that the very same innovations they counted on actually
hindered growth and blocked new opportunities.
• No opportunity to innovate
• Many sub-systems,
where the PMS is seen as
the ‘center of the universe’
• Integration based on a
point-to-point connectivity
• Many outages of the
different sub-systems, i.e.
Tablet, TV, HVAC, without
the possibility to find and
resolve the root cause
• Difficult, expensive,
and cumbersome
integration paths
• Guest profiles are
dispersed and distributed
across 8 different systems
and on group level
THE CITIZENM CHALLENGE
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HOW IRECKONU SOLVED THE PROBLEM
citizenM utilised Ireckonu’s full product stack to connect all on-premises and
above-property systems, instantly achieving the initial goal to turn the Spaghetti IT
landscape into an aligned and structured set-up of citizenM’s technology solutions.
With a secure single port connected and monitored 24/7 by the Ireckonu Operations
team, this mass consolidation of data immediately increased the amount of
integral hotel/guest information gathered, with Ireckonu’s abilities to provide live
reporting. As a result, citizenM was able to gain a true insight into their operational
functionality, as well as what their guests truly look for during their stay at any
citizenM property.
• HOTEL OPERATIONS
• GUEST INFORMATION
• ROOM MONITORING
• REAL-TIME REPORTING & ANALYTICS
All hotel and guest data are now consolidated into one database, including:
Above Property
CRS TICKETING CRM WEB F&B POSPMS
ROOM CONTROLHVAC TABLET DOOR LOCKS TV PAYMENTTERMINAL
AIRPLAY
On Premises
MONITORING AUTO HEAL API PORTAL DASHBOARD
ARI CACHE RES STORE SUPPORTON–PREM
VM
KEYMANAGEMENT
FLOORPLANMONITORING
OPSDASHBOARD
NETWORKMONITORING
PROFILESSOCIAL
ENRICHMENTMATCH
& MERGEIDENTITY
MANAGEMENT
KIOSKWEB
MOBILE APP ANALYTICS
Core
IKnowU
ReportingKiosk Check-in
IConnectU
BUSINESS LOGIC
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ONGOING ACCOMPLISHMENTSAs a result of the Ireckonu middleware
implementation, citizenM shows substantial growth in
each of their departments’ platforms. From increased
guest satisfaction to overall net profit, citizenM
immediately saw improvement in all the major fields,
tackling many of the aforementioned challenges they
faced in the beginning of their journey.
+13%
DIRECT BOOKINGS(WEB) AT COST
OF OTA
GUESTSATISFACTION
LOYAL CITIZENMCUSTOMERPER SPEND
REVPAR-11%
+22% +18% +18% +28%
NET PROFIT
+33%ENERGY SPENTPER OCCUPIED
ROOM
GOP
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TESTIMONIAL
MICHEAL LEVIECOO, citizenM
For citizenM, Ireckonu is not just a technology solution — it is a business
transformation accelerator. At citizenM, we already have great hardware
(our rooms) and great software (our ambassadors). Thanks to Ireckonu,
we have found the holy grail of hospitality: the right room, at the right
price, for the right customer.
Thanks to the joint efforts of citizenM and Ireckonu, we’re able to offer
streamlined service and personalised recognition to each unique
citizenM guest in pre-stay, in-house, post-stay, and during their entire
guest life-cycle.
Without IreckonU, citizenM wouldn‘t be where we are now, let alone
where we will be in 5 to 10 years.
Ireckonu offers a state-of-the-art, hybrid middleware solution - the
Ireckonu Middleware. This interactive solution uses microservices
and business logic to enable and manage the seamless flow of data
between on-premises and above-property systems.
Ireckonu‘s middleware products (IRECKONU Core, IKnowU,
IConnectU, Kiosk Checkin, Reporting) provide top of the line
data optimization and vastly increase the quality and quantity of
accessible data from third party integrations (above property and
on-premises).
The citizenM philosophy is ‘affordable luxury for the people’, offering
guests all the luxuries they would expect from a high-end hotel in a
prime location, but without sky-high prices.
citizenM was founded by Rattan Chadha, the founder and former
CEO of the fashion brand Mexx.
The first citizenM hotel opened at Amsterdam’s Schiphol Airport in
2008, followed by citizenM Amsterdam in 2009; citizenM Glasgow in
2010, and citizenM London Bankside in 2012. Rotterdam, New York
and Paris locations followed in 2014.
In 2016, two more hotels were added to the London portfolio:
citizenM Tower of London, and citizenM Shoreditch. In 2017, citizenM
opened Paris La Defense and Paris Gare de Lyon hotels. Also in 2017,
the company moved into the Asian market, with its first location at
Taipei North Gate. citizenM New York Bowery, the second New York
hotel, opened in September 2018, followed by Copenhagen and
Shanghai in December 2018. The first opening of 2019 was Kuala
Lumpur, followed by Amstel Amsterdam, Zurich, Boston and Seattle.
In 2020, look out for citizenM in Geneva, Los Angeles, Miami, and
Washington DC.
