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When Marriott paid $355 million for the CitizenM brand last year, we had a key question: could one of the world’s largest hotel companies absorb a brand built on doing everything big hotel companies usually don’t? CitizenM, with tiny rooms and no front desks in its lobbies, didn’t look like standard hotels.
One year since the deal closed, Lennert de Jong, CEO of Another Star — the now-rebranded company that sold the CitizenM brand to Marriott — says the commercial case is holding up. Another Star kept the hotels and now operates them as a franchisee.
“If you fly within Europe, you can fly British Airways or Ryanair — they both fly the same brand of planes, but if you look inside the plane, there are different people,” he said. “That’s the biggest change we’ve seen. We’ve seen different people come through our doors.”
Those different people are, in large part, Marriott Bonvoy members.
“Just one year on from the brand
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