1. What are some of the challenges and opportunities of competing in the hotel industry? How do you think the hotel industry (or travel industry more generally) has changed over time?

2. Can you identify different customer groups in the hotel industry? What are some of the ways that hotels attract these different groups? 

3. What are the advantages and disadvantages of targeting a narrower niche of customers rather than trying to appeal to a wide range of hotel customers?

4. What are some of the ways that citizenM has substituted technology for labor? What are some of the benefits/risks of this approach? 

5. Can you think of other ways to dramatically re-envision how a hotel might operate and attract guests? What are the advantages and disadvantages of your approach?