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Towards a digital first hotel every step of the user journey

06 december 2021
Apps, Design, Digitale Transformatie

In 2018 Triple became the digital partner of citizenM hotels to help them reinvent their customer journey and better live up to the brand mission. A new digital strategy and brand guide were created as a foundation. We then worked closely with citizenM and partners to design and build a new and award-winning mobile app, website, in-room tablet app and check-in kiosk app, and to optimize their tech stack.


Travel is so much more than hotel stays. The intent for citizenM’s digital transformation was to make their human, personal and playful brand DNA palpable throughout the entire travel experience. A bold and colorful mobile app lets guests check-in, open their door, control the smart room, manage bookings, and more. An experience section curated by employees expands the journey into the city and creates conversation starters between staff and guests. A chatbot, built on Triple’s Wozzbot engine, handles simple customer service issues so the hotel teams have more time to help guests in ways that make a difference. Everything was designed and built with scalability in mind to accommodate citizenM’s sky-high ambitions for the future.

Streamlining collaboration with many moving parts

In the midst of constantly changing requirements, third-party deliveries, and disparate stakeholders’ opinions, we work to optimize processes and cooperation to get the best output. By integrating tightly with all citizenM teams there is constant alignment down to every detail, and a joined understanding of the level of quality to be realized at any cost. We help citizenM grow their own capabilities by transferring digital design expertise and building design libraries, leading to mutual benefit long-term.


Staying adaptive in a changing world

To stay ahead as the world around us changes fast, we host frequent strategy and design workshops to evolve the customer experience vision and roadmap. By bringing together stakeholders from the boardroom down to hotel staff, ideas are criticized from all angles, and new insights are heard then and there.

We continue to work with citizenM to bring the full vision to fruition. Many years in, we’re still loving it ❤️.

Case informatie


Keesomstraat 10E

1821BS Alkmaar Alkmaar




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