Travel Innovation Takes a Leap: Another Star Embarks on New Journey After Marriott Deal

Published on November 24, 2025

Just four months after Marriott International’s acquisition of the citizenM brand, the company behind citizenM hotels has rebranded under a new name: Another Star. This rebrand marks a significant shift in the company’s evolution, solidifying its vision for the future of global hospitality. The rebranding effort aligns with the company’s strategic goals of achieving greater guest satisfaction, expanding its reach, and continuing to innovate in the travel sector.

Under its new identity, Another Star will continue to own and operate all current citizenM hotels across Europe and the United States, leveraging long-term franchise agreements with Marriott International. With its distinctive operational model that runs hotels like a single, global retail brand, Another Star is focused on delivering the highest quality service and guest satisfaction through uncompromising operational efficiency.

The integration of citizenM hotels into Marriott Bonvoy, Marriott’s award-winning travel platform, is one of the major milestones in this transition. This strategic partnership now allows citizenM customers to earn and redeem Marriott Bonvoy points, extending the reach of the citizenM brand to nearly 260 million Marriott Bonvoy members worldwide. In addition, Another Star continues to offer mycitizenM+, the paid membership program, which now also includes Marriott Bonvoy Gold Elite status.

“We’ve taken the next step in our journey by rebranding as Another Star. Our history and ambition remain the same: to redefine hospitality by making luxury accessible while focusing on efficiency and guest satisfaction,” explained Lennert de Jong, CEO of Another Star. He further emphasized that leveraging advanced technologies and Marriott’s platform would help set a new standard in the industry, just as citizenM had done previously. The CEO highlighted that the integration with Marriott shows the company’s potential for future growth.

Another Star’s Bold Financial Move: $685 Million Refinancing Deal

In addition to the rebrand, Another Star has also announced the successful closure of a $685 million hotel portfolio financing facility, led by J.P. Morgan Bank N.A. in partnership with KSL Capital Partners. This financing deal marks one of the largest hotel financings of 2025, demonstrating strong market confidence in the company’s long-term strategy and performance. The new facility will support the company’s plans for further expansion and enable it to strengthen its portfolio of design-led, technology-enabled hotels across key cities in Europe and the United States.

“We view this financing as a defining moment for our company. With J.P. Morgan’s trust and the momentum from Marriott’s acquisition of the citizenM brand, we are now poised to move forward with our next phase of growth,” said Lennert de Jong. He noted that the financing, combined with Marriott’s global platform, would enhance distribution reach, loyalty engagement, and marketing scale, positioning Another Star for accelerated growth and visibility in the global hospitality market.

The company currently owns 37 hotels, totaling 8,312 rooms across 20 cities, including major gateways like London, Paris, Amsterdam, New York, Boston, Miami, and Los Angeles. Moreover, two new hotels are under construction in London and Washington D.C., expected to open by mid-2026.

Another Star’s Vision for the Future of Hospitality

Since its inception in 2006, the company was originally named One Star is Born, driven by a desire to offer luxury hospitality that was both accessible and innovative. This vision led to the creation of citizenM, which has consistently reshaped the global hospitality landscape. With the rebranding to Another Star, the company is not just honoring its past but also setting its sights on the future of modern travel and hotel operations.

“We’ve always believed that travel should be inspiring, human, and design-led,” said Lennert de Jong, speaking about the company’s founding principles. He added that the integration with Marriott is a testament to what the company’s team is capable of achieving, positioning Another Star for a bright future in a rapidly evolving industry.

The transformation into Another Star also represents a new chapter for the company’s guests and partners. As the company expands, it will continue to focus on providing world-class accommodations in vibrant, key cities, blending modern design, cutting-edge technology, and seamless guest experiences. The commitment to operating like a global retail brand, ensuring consistency across all hotels, will remain a cornerstone of the company’s philosophy.

Support for Growth from Key Industry Players

Chris Kosonen, Managing Director at J.P. Morgan, expressed enthusiasm about the financing deal, saying, “We are proud to support a team with such a bold vision for the future of travel. CitizenM has consistently reshaped the hospitality landscape, and under the new banner of Another Star, we are confident that the company is positioned for even greater success.” This support from major financial institutions underscores the growing confidence in Another Star’s vision for the future.

As the company moves forward with its plans, the backing from Marriott and the innovative financing deal will enable Another Star to strengthen its portfolio, expand its presence in key cities, and deliver a product that remains both accessible and luxurious for travelers worldwide.

Conclusion: A New Era for Modern Travel and Hospitality

As Another Star begins its journey under its new name, the company is poised to continue shaping the future of hospitality. With strong financial backing, strategic partnerships with Marriott, and a commitment to guest satisfaction, the company is well-positioned for significant growth in the coming years. The launch of the new brand is not just about a name change but a reinvention of what it means to experience modern, design-led hospitality in some of the world’s most vibrant cities.

As the company continues to expand its portfolio and enhance its global footprint, Another Star is setting a new standard for efficiency, innovation, and guest-centric service in the hospitality industry. This new chapter promises exciting opportunities for travelers and the industry alike.