Dive Brief:
- CitizenM, the company that founded, owns and operates its namesake lifestyle hotel brand, has rebranded to Another Star, according to a Monday news release.
- The name change comes several months after Marriott International acquired the citizenM hotel brand for $355 million. Another Star will continue to own and operate the global citizenM hotels portfolio through long-term franchise agreements with Marriott, the company said in the release.
- Marriott’s integration of the citizenM portfolio is slated to accelerate growth and greater global visibility for Another Star, which has new hotels slated to open in the coming year, per the release.
Dive Insight:
Under its new name, Another Star is “focused on achieving the highest guest satisfaction and profitability through the most efficient operating model,” CEO Lennert de Jong said in the release.
“When we started in 2006, our project name was One Star is Born, inspired by the ambition to redefine luxury hospitality and make it accessible,” de Jong said. “That ambition gave birth to citizenM. With the sale of the brand to Marriott International, we honour that legacy and take the next step as Another Star.”
All citizenM hotels have now been integrated into Marriott’s system, according to the release. The acquisition, first announced in April, aligned with Marriott’s strategy to offer guests a full range of experiences, price points and locations, Marriott CFO Leeny Oberg previously told Hotel Dive.
For Another Star, the deal presented the opportunity to “enhance distribution reach, loyalty engagement and marketing scale” across its portfolio, the company said on Monday. That portfolio spans 37 hotels, or 8,312 rooms, in 20 cities including New York, Boston, Miami and Los Angeles. Another Star also has two hotels under construction in London and Washington, D.C., which are expected to open by mid-2026.
In conjunction with its name change, Another Star announced that it closed a $685 million hotel portfolio financing facility through J.P. Morgan Bank.
“This financing marks a defining moment for our company,” de Jong said. “With J.P. Morgan’s trust and the momentum created by Marriott’s acquisition of the citizenM brand, we are ready to begin a new chapter.”
