Lifestyle Hotels: Comparing Citizen M and W Hotels in the Market

This report provides a comprehensive analysis of lifestyle hotels, focusing on two international brands: Citizen M (budget) and W Hotels (luxury). It explores the various elements of lifestyle hotels, contrasting them with traditional hotels, and discusses the importance of delivering local, global, and personalized experiences. The report examines how lifestyle hotels cater to digital, social, and mobile customers, evaluating the services that contribute to a distinctive guest experience. It highlights key differences between budget and luxury lifestyle hotels, emphasizing aspects like quality, space, staff, and amenities. The analysis also covers how these hotels meet the evolving needs of travelers by offering unique design, personalized service, and integration of technology, art, and fashion to create a memorable experience. The report concludes by emphasizing the need for hotels to understand and adapt to consumer behavioral trends to provide exceptional service and maintain a competitive edge in the hospitality industry.

BUSINESS REPORT

EXECUTIVE SUMMARY
In the present scenario, hospitality industry is playing essential part in economy as it is
growing at rapid rate as it is majorly composed of hotels with there numerous characteristics.
The practice of modern hotel industry has initiated lifestyle hotel to professional community. The
present report is on basis of two international brands as Citizen hotel and W hotels through
Marriott where Citizen M is budget and W is luxury lifestyle hotel. It will provide discussion
about different elements of lifestyle hotels along with critical appraisal that how lifestyle is
differing through traditional hotel. It has concluded that hotels are required for delivering local,
global and personalized experience. The hotel brands have concentrated traditionally to being 2D
as both local and global. It should give numerous amenities of different lifestyles through
delivering personalized experience via broad spectrum of choice of service. Thus, each and every
aspect of consumer needs to be fulfilled with context to consumer behavioural trends.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Discussion of different elements of lifestyle hotels....................................................................1
Critically evaluating the difference between the budget lifestyle and traditional hotel and the
need of it. ....................................................................................................................................3
Lifestyle hotels meeting needs of the digital, social, and mobile customer................................5
Evaluating the services of the lifestyle hotel that delivers the distinctive experience to the
traveller.......................................................................................................................................6
CONCLUSION................................................................................................................................7
RECOMMENDATION...................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The tourism and hospitality industry's success and failure of business along with
destinations are highly dependent on service. The hotels are highly aware about need for
understanding the wishes, motives along with expectation of guests with context to be
hospitable. The services are highly evaluated through measuring customer satisfaction and in
hotels it is mostly performed with guest comment related to satisfaction with different tangible
elements such as breakfast, check in/ check out, room amenities and breakfast. The present
report is on basis of two international brands as Citizen hotel and W hotels through Marriott
where Citizen M is budget and W is luxury lifestyle hotel. It will provide discussion about
different elements of lifestyle hotels along with critical appraisal that how lifestyle is differing
through traditional hotel. There will be specification about its reason of need on basis of
consumer behavioural trends. Simultaneously, it will demonstrate that how lifestyle attains the
requirement of digital, social and mobile customer. Moreover, it will appraise that how lifestyle
hotel could deliver a distinctive guest experience to ever evolving traveller.
MAIN BODY
Discussion of different elements of lifestyle hotels
Lifestyle hotels are with high convenience of chains as they offer beautiful, unique design
coupled with personal and intimate service. Apart from this, it initiates with huge cost and chain
hotels are its alternative but bereft of luxury and personality. Generally, these are driven through
chains as its best elements are small, intimate and modern and even this offers such as loyalty
perks, economies of scale and consistency. As a outcome, these lifestyle hotels are highly
affordable and even accessible easily. In simple words, property which is combination of living
activities and elements into functional designs providing opportunity to its guests for exploring
desire experience. Its first element is related to size as they are intimate in scale and creates
ambiance for being a personal guest in privacy instead of occupant of hotel.
The other is related to individualities as properties have presence of distinctive vibe and
even operated on independent basis and even not affiliated as well with major chain. Moreover,
they continue to purchase into increasing popularity of these lifestyle hotels and visitors have
presence of access to intimate and modern setting with reference to affordability prices and
loyalty schemes of the chain (Baek, Choe and Ok, 2019). Usually, this characterise abundance of
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tech along with unusual design and laid special emphasis on quality service and even leads for
improving well being of customer within duration of the stay. Moreover, it is related to
architecture and interior design has unique operations but it is always upscale and mix of historic
details with elegance of chic. It might be sleek and contemporary or homey and quaint and even
with artistic amalgamation. The life style hotel had conveyed for progressive forward style with
quick décor. The guest rooms are decorated individually and with application of linens along
with multiple exclusive amenities.
These lifestyle hotel implies to be more than distinctive, small or medium sized
contemporary designed property. It has been suggested about integration of different component
parts for purposive and exciting live work play environment. It consists of art, fashion, dynamic,
design along with colourful environment which is directly related to entire demographic segment
(Ryu, K. and et.al. 2019). This is highly specialised and laid emphasis in order for differentiating
the quality as this leads to make people feel special, exclusive with warm sense of individuals
belonging. These tends to give balance stay with application of experimental branding as element
of strategies of positioning promising pleasurable experience and encompasses interaction with
consumer through the brand.
Apart from this, it attributes must be managed for creating pleasurable experiences
through implementation of different hardware and software components. The hardware
components on the core and facilitating level of products are directly supported to soft ones,
pleasurable experience belongs to augmented level. It does not only fulfil but also overcome
expectations of customers, unique guest experience must be harmonised on adequate basis. The
product of life style hotel attains desire of special interest market along with possibility to attain
unforgettable experience at above stated augmented level. Moreover, it includes every type of
hotel and enables successfully for purpose of managing experience of different segment of
market at each level of product. This ability could be directly attained with uniqueness and
through appropriate monitoring of consumer manifestations and behaviour of their lifestyles,
hotels ha to recognise constituents of uniqueness as compared to competition.
In the similar aspect, W hotels by Marriott are the best example for lifestyle hotel as they
are combine with personality and cutting edge style with fully distinct positioning and even they
had created a new segment in New York (Zhang, Lee and Xiong, 2019). At the present state, this
is global powerhouse offering its guests with ultimate insider access through offering a unique
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combination of cutting edge design along with infusing its different passions around fuel, design,
fashion and music into the W experience with high luxury.
Critically evaluating the difference between the budget lifestyle and traditional hotel and the
need of it.
Lifestyle hotel is similar to the luxury hotel which refers to as the next generation kind of
the boutique hotels. Such hotels borrow the suitable elements of the boutiques that include small,
modern and the intimate advantages to its customers like consistency, loyalty perks and the
economies of scale. Lifestyle hotels are particularly more accessible and provides to its
customers with the luxurious accommodation (Baek, Choe, & Ok, (2019)). Lifestyle hotels
delivers the best or the distinctive experience to the guest and the evolving travellers. However
traditional hotels are the establishments of the building where the person pays for the room for
the purpose of sleeping and taking the meals. The major difference between the lifestyle and the
traditional hotels are-
Good quality- The quality of the products of lifestyle hotel is better than the traditional
hotels. Products include the cosmetics, towels and the sheets etc. are of best brand in the lifestyle
hotels. However, in the traditional hotel the products kept are not of the luxurious brands. Even
in many traditional hotels these products are not availed.
Space- In the lifestyle hotels customers can enjoy ample of space which facilitate
relaxation to the travelers and release their tired mood. The infrastructure of the lifestyle hotel is
so big which attracts the customers as it facilitates peace (Lee, Packer & Scott, (2015)). On the
other hand, traditional hotels do not have that much space and the infrastructure is also small as
the charges are low and people does not come here to enjoy or for spending quality time.
Generally, travelers visit the traditional hotel for their basic needs of food and room.
Bath and the showers- Lifestyle hotels provides giant bathrooms and luxurious
accessories such as Jacuzzi, where the person can lie down and take the bath which in turn
facilitates relaxation. Many options are provided to the customers like quick shower, shampoo,
shower gel, lotion, toothpaste etc. by the lifestyle hotel. On the other side, bathrooms of
traditional hotel does not have range of toiletries and the luxurious accessories for bathing.
Great staff- The staff of the lifestyle hotels contains high level of the mannerism and are
highly skilled in their professions. Such staff greets the customers nicely and helps them in
solving their problems. The staff will always remain for serving the travelers (Atwal & Williams,
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(2017)). They guide the travelers about the places that could be the best experience for their
customers in the city. Employees or the staff of the traditional hotels are not that great as the
lifestyle hotel staff are. They do not have knowledge about the greetings and the attitude that
need to be shown to the customers. The staff also not having the understanding regarding the
directions of the city and are unaware about the best places in the city.
Delicious breakfast – Lifestyle hotel offers the wide range of variety in their menu card
so that every person could find something to eat with great serving and the presentation. There
are different cuisine such as Italian, Continental, Mexican, Chinese and Indian etc. so that the
person from various cultures could find its cuisine with delicious taste. Different meals are also
provided by the lifestyle hotel that include vegetarians, diet food, non-vegetarian etc. Traditional
hotels have a common menu for the food that normally every hotel has. Presentation part is also
not been focused by these hotels.
Facilities- Luxury or lifestyle hotels serves several amazing facilities which involves
sewing kit, safety, iron, bathrobes, ironing board, laundry services, coffeemaker and more.
Luxurious Pool and gym facilities are also availed to the travelers when they visit for lifestyle
hotels. Traditional hotels does provide for such facilities as they do not have that much space and
the infrastructure.
Minibar- In lifestyle hotels Minibar facilities are been provided to the guest which
attracts large number of tourist as they could enjoy and relax with some drinks. Lifestyle hotels
has the license for keeping the bar section in the dry state as well which is granted by the
government on the basis of their ranking (Annavarapu, (2018)). However, Traditional hotels
does not have the legal right and also does not have the space for providing the services relating
to the Minibar.
Comfort- The lats and the most essential difference is the comfort that is present in the
services given by the lifestyle hotel. Customers feels great while availing the services of the
lifestyle hotels as they provide luxurious experience to their guest. Great design of the services,
AC rooms and peaceful environment makes the customers feel positive. Moreover, in traditional
hotels, the comfort attribute is not been attained by the individual.
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Lifestyle hotels meeting needs of the digital, social, and mobile customer.
Lifestyle Hotels nowadays seeking more customer attention than those of traditional one.
In the current phase of hospitality industry, gaining competitive advantage at proper tine can lead
to increase in the overall value of profit margins and sales figure of the business organisation.
Customers nowadays are more conscious of healthy and environment friendly products and
services from the point of view of health aspects. Building strong customer base is one of the
most important challenge for every business organisation in the recent period.
For increasing the customer retention level, hospitality industries are required to provide
customer oriented services and products. By these companies will be able to seek more attention
from customer and guest which will in turn increase the profitability level of hotels and other
sectors of hospitality industries (Sangwichien and Jaroenwisan, (2017)). Hotel are now providing
excellent quality services at best affordable price to sustain in this though competitive world.
For surviving in the competitive world and seeking advantage out of it, it is very
important to grab opportunities as and when it arises in the market. On making proper and
correct use of opportunity in the business timely, hotel industry can improves it business
performance. Also, by seeking the opportunity at right time can leads to increase in the market
share and position.
Focus has been made on satisfying the needs and requirements of different types of
customer across the world with the help of technology in correct form. Lifestyle hotels are
making efforts for meeting all the basic needs and desires of its customers with the help of
following:
1. Digital customer - Are basically those customers of the Hospitality industry which are
seeking the benefits by using the services and products of the hotel industry with the help
of digital interface. These customers have experiences with the help of personal
computer, tablets, laptops or smartphones. With the regular change in the technology
taking place every day, the lifestyle hotels of nowadays are making more emphasis on
meeting the needs of customers. These hotels are striving hard and making efforts so as to
provide the utmost comfort, ease and convenience to their guests, customers and
travellers of both business and leisure nature. The main motive of lifestyles hotel has
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become to “a perfect home away from home destination” for all its guest and travellers.
Also, focus has been made on improving the technology factors related to hospitality
factors every time.
2. Social customer – Nowadays, hospitality industry are serving its customers with the help
of social media platforms such as Facebook, Twitter, Instagram etc. With the help of
social media marketing concept, hotel industries are now making advertisement and
promotional activities of the kind of services and products which they are dealing in by
posting of an image of hotel rooms and its infrastructure facilities which are provided
(Cheng & et.al., (2016)). It also helps lifestyles hotels in improving the quality of services
as per the image uploaded by it. With the help of social media, hotels are offering various
types of trade discounts to its customers on placing a booking of the room or any type of
booking related to conference hall or banquet hall. Also, the social media has provided
the benefit to hospitality industries in factors related to rating the quality and types of
services and products provided.
3. Mobile customer – Are those customers which are using their mobile phones for
utilising the services of hotel industry. Nowadays lifestyle hotels are preferring more for
seamlessly integrated multiple systems for rendering their services. The main aim of life
styles hotels is to work towards providing better and innovative services to its customers.
Focus has been made on providing greater automation services across the world (Liu &
et.al., (2018)). Another feature of integrated multiple systems is to provide self service
options to its customers, guests and travellers. With self service option customer is able to
select the kind of service it was to use as per their needs by adding the required choice
and convenience factors. With the use of self service option, customer is able to save
money value and can go with the service option as per their stay location and needs.
Evaluating the services of the lifestyle hotel that delivers the distinctive experience to the
traveller
Lifestyle technology with the use great technology provides the unique experience to its
customers as it brings the new breadth of the fresh air for the travellers. Lifestyle hotels by
matching up with the latest and the current trends by innovating in hospitality services so that it
could meet the needs and the demands of the customers as it is also evolving with the changing
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trends. The travellers look for the most personalized experience which the lifestyle hotel
facilitates to it in terms of the luxurious services and the unique infrastructure with all the
facilities. The use of the websites, mobile app and the social media by the lifestyle hotels plays a
major role in connecting with the guest which meets the aim to provide distinctive experience.
Lifestyle hotel by facilitating the quality food and wide range of the varieties in the meals makes
the guest feel unique (Baek, Choe, & Ok, (2019)). Each category of the lifestyle hotel adopts
unique idea in serving their customers which also leads to a distinctive experience to the
travellers.
With the help of social media marketing tool, lifestyle hotels are creating more profits
and increasing their customer base as well. Lifestyle hotels are opting more for seamlessly
integrated multiple systems for rendering of their hospitality services in the market to its
customers across the world. By opting for self service option customers can get the choice of
service at attractive prices along with several other benefits in form of coupons, vouchers,
seasonal discounts etc. With this strategy, hospitality industry can improve their work
performance and position in the market as well (Tavares and Brea, (2018)). The main aim of
lifestyles hotels nowadays is to provide its customers, guests, travellers a perfect home away
from their own home destination with full comfort and luxury facilities. Lifestyle hotels are
focusing on delivering the best quality service at cheapest price to all its customer for seeking
distinctive experience specially to its guests and evolving travellers. Focus is always made on
improving the quality of services it is delivering to its customers by taking feedbacks,
suggestions and ideas from its customers from time to time. Also, with the help of rating system
by customers, hotels can identify their market position and efforts can be made for improving it
further. The lifestyle hotels should focus on giving different & numerous types of amenities of to
its customers across the world through delivering personalized experience via broad spectrum of
choice of service and self-service option. Thus, each and every aspect of consumer needs to be
fulfilled with context to consumer behavioural trends. Also, lifestyle hotel should maintain good
customer relationship with its customers by providing after sales services and addressing of
grievances on time with proper solution. This will aids to the business of lifestyle hotel in
attaining its business goals and objectives of customer satisfaction and profit earning as well.
Also, it will helps in achieving of best category title in the hospitality industry.
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CONCLUSION
From the above report, it could be concluded that hotels are required for delivering local,
global and personalized experience. The hotel brands have concentrated traditionally to being 2D
as both local and global. It has shown that increment in personalization signifies that different
brands should be 3D and for building both long lasting relationship and trusts with guests and for
winning in very competitive global market. It has shown about various lifestyle hotels which
differ and requirement of digital, mobile and social customer.
RECOMMENDATION
With consideration of above report, it had been recommended to offer deep
understanding of different diverse segments for rapidly evolving the customer base. Moreover, it
should turn towards alteration which directly lead to business innovations listening, open,
experimental and collaborative approach to the customers, tactile, immersive and multi
dimensional technology interfaces (Cooper and et.al. 2019). It should give numerous amenities
of different lifestyles through delivering personalized experience via broad spectrum of choice of
service. Thus, each and every aspect of consumer needs to be fulfilled with context to consumer
behavioural trends.
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REFERENCES
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examination of differences between lifestyle and traditional hotels. Journal of Hospitality
Marketing & Management. 1-18.
Cheng, J. S. & et.al., (2016). Designing lifestyle hotels. International Journal of Hospitality
Management. 58. pp.95-106.
Cooper, C. & et.al. (2019). Case Studies in Sociocultural Innovation. In The Future of
Tourism (pp. 233-251). Springer, Cham.
Lee, K. H., Packer, J., & Scott, N. (2015). Travel lifestyle preferences and destination activity
choices of Slow Food members and non-members. Tourism Management. 46. 1-10.
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Love: The case of Gen Y. Journal of Hospitality Marketing & Management. 27(3). pp.281-
298.
Liu, C. R. & et.al., (2018). Generation Y’s revisit intention and price premium for lifestyle
hotels: brand love as the mediator. International Journal of Hospitality & Tourism
Administration. pp.1-23.
Lub, X. D. & et.al., (2016). The future of hotels: The Lifestyle Hub. A design-thinking approach
for developing future hospitality concepts. Journal of Vacation Marketing. 22(3). pp.249-
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Ryu, K & et.al. (2019). Effect of a brand story structure on narrative transportation and
perceived brand image of luxury hotels. Tourism Management, 71, 348-363.
Sangwichien, T. and Jaroenwisan, K. (2017). Increasing values of hotel business using boutique
and lifestyle hotel concept. International Journal of Economic Policy in Emerging
Economies. 10(1). pp.67-77.
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Tavares, F. O. and Brea, J. A. F. (2018). Confirmatory analysis of the preference in Boutique
Hotels in the city of Oporto, Portugal. African Journal of Hospitality, Tourism and
Leisure. 7(4). pp.1-11.
Zhang, Y., Lee, T. J., & Xiong, Y. (2019). Residents’ perception of the influence of luxury chain
hotels on ethnic tourism communities. Journal of Tourism and Cultural Change. 1-17.
Online
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<https://rategain.com/blog/how-hotels-of-tomorrow-are-improving-guest-experience-with-
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Quach, J., Social Media Marketing in the hotel industry. 2017. [Online]. Available through:
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