Hotel and Hospitality News: New Identity Emerges from Major Acquisition
A major shakeup in the global hospitality landscape is unfolding as citizenM, the Dutch-born lifestyle hotel brand known for its affordable luxury concept, undergoes a full transformation. Following Marriott International’s recent $355 million acquisition of the citizenM brand, the operating company has rebranded itself as “Another Star”—a name that both honors its beginnings and signals a new era of expansion and innovation. This Hotel and Hospitality News report confirms that the revamped entity will continue to own and manage all 37 citizenM hotels across 20 cities, including London, Paris, Amsterdam, New York, Boston, Miami and Los Angeles, under long-term franchise agreements with Marriott.
Another Star rises from the citizenM legacy with global backing and fresh momentum from Marriott
Image Credit: Marriot
New Branding and Financing Signal Strategic Shift
While the hotels will retain their unique style and character, the company behind the scenes—now Another Star—will steer the ship into deeper waters with a clear focus on scalability, profitability and guest satisfaction. The change is also marked by a powerful symbolic throwback. “When we started in 2006, our project name was One Star is Born,” said Lennert de Jong, CEO of Another Star. “With the sale of the brand to Marriott International, we honor that legacy and take the next step as Another Star.”
In tandem with the rebrand, the company has secured an impressive $685 million financing package through J.P. Morgan Bank N.A., with KSL Capital Partners as a key partner. De Jong emphasized the importance of this financial injection, stating that it “marks a defining moment” for the group and reinforces its ability to deliver an “incredible product at an accessible price point.”
Integration with Marriott Brings Expanded Perks and Reach
As part of the Marriott ecosystem, guests of Another Star-operated properties will now benefit from enhanced loyalty offerings. Notably, members of the brand’s existing mycitizenM+ program will automatically receive Gold Elite status in the Marriott Bonvoy rewards system—broadening appeal and retention among international travelers.
All existing citizenM hotels have already been integrated into Marriott’s booking and loyalty infrastructure, streamlining the customer experience and driving global exposure for the newly rebranded group. With two new properties under construction in London and Washington D.C., expected to open by mid-2026,
Another Star is positioning itself as a key disruptor in the lifestyle hotel category.
As the hospitality sector braces for increased consolidation and innovation, Another Star’s strategic pivot backed by Marriott’s scale could redefine mid-luxury travel offerings across the globe. The combination of smart branding, financial muscle, and operational efficiency is likely to propel the group into a powerful growth phase in the coming years.
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