Another Star
Another Star is a Netherlands-based private hotel operator that runs 37 citizenM lifestyle hotels (8,688 rooms) across 19 cities in the US and Europe as a Marriott franchisee, retaining ownership of the underlying real estate and operating via a centralized, retail-inspired platform.
- Company typePrivate
- Founded2007
- HeadquartersVoorschoten, Netherlands
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Another Star does
Another Star is a Netherlands-based private hotel operating company that runs the global citizenM portfolio of 37 lifestyle hotels and 8,688 rooms across 19 cities in the US and Europe. The company was founded in 2007 by Rattan Chadha and built the citizenM concept, design language, and operating system from inception; in July 2025, it sold the citizenM brand and intellectual property to Marriott International for approximately $355 million (plus up to $110 million in earn-outs), retaining ownership of the underlying hotel real estate and continuing to operate the hotels under long-term Marriott franchise agreements. The firm employs 1,300+ people across functions including operations, revenue, technology, procurement, property management, and capital markets.
Another Star's offering is structured around three integrated service modules: Hotel Management Services (centralized portfolio guidance and consistent standards), Operations Services (retail-inspired on-property routines with lean teams), and Asset Stewardship (majority-owner diligence over owned real estate). The underlying technology is a bespoke property management and operations platform designed for the centralized model, providing real-time visibility into performance across the portfolio and enabling new hotels to integrate quickly. Guest rooms feature iPad-based controls for climate, lighting, and blinds, reinforcing the standardized design and tech-enabled experience.
The business model combines real estate ownership with hotel management. Another Star earns revenue through hotel operations on owned assets (room revenue, F&B via canteenM, meetings via societyM) and asset appreciation, while paying Marriott franchise fees and benefiting from Marriott Bonvoy distribution to 260M+ members. Go-to-market is dual-track: B2C guest acquisition flows through Marriott's global booking and loyalty infrastructure, while institutional property co-investment is offered to owners alongside Another Star's operating stake. Sustainability is integral to the operating model, with all 37 hotels on 100% green electricity, BREEAM and LEED certifications, less than 5% waste-to-landfill, and a net-zero-by-2040 target.
Another Star firmographics
Firmographics- Name
- Another Star
- Legal name
- Another Star
- Website
- https://anotherstar.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Another Star is a Netherlands-based private hotel operator that runs 37 citizenM lifestyle hotels (8,688 rooms) across 19 cities in the US and Europe as a Marriott franchisee, retaining ownership of the underlying real estate and operating via a centralized, retail-inspired platform.
- Ownership category
- akta.pro rank
Another Star industry classification
Industry- Product category
- Hotel Management Services
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Nonresidential Property Managers (531312), Real Estate Property Managers (53131)
- SIC
- Hotels & Motels (7011), Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Budget Hotel Chains & Franchises (THAGABAM)
- akta.pro secondary industry
- Hospitality (Hotels & Resorts) Asset Management (BPAJAMAE)
Keywords
Where Another Star is headquartered
LocationHeadquarters
- HQ city
- Voorschoten
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Another Star business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Hotel Management Fees: Another Star earns management fees as the operator of 37 citizenM hotels across America and Europe. The company operates under long-term franchise agreements with Marriott International, with Another Star retaining ownership of the real estate.
- Asset Ownership and Stewardship: As majority owner of citizenM hotels, Another Star generates returns through asset appreciation, hotel profitability, and long-term real estate value creation. The company takes an owner's diligence approach grounded in disciplined cost management and ROI focus.
- Franchise Royalty Revenue: Following the sale of the citizenM brand to Marriott for $355 million (plus up to $110 million earn-out), Another Star continues operating the hotels as a Marriott franchisee, paying franchise fees while benefiting from Marriott Bonvoy's 260+ million member loyalty program driving occupancy.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | citizenM 'affordable luxury' lifestyle hotel rooms |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Another Star product offering
Product offeringCore offering
Another Star operates and centrally manages the 37-property citizenM lifestyle hotel portfolio across America and Europe under long-term franchise agreements with Marriott International. The company delivers three integrated service modules — Hotel Management (centralized governance across the portfolio), Operations (retail-inspired, streamlined on-property execution), and Asset Stewardship (majority-owner diligence over the underlying real estate). Another Star retains ownership of the hotel real estate while operating as Marriott's largest global franchisee.
Product overview
Another Star operates as a centralized hotel management company running the citizenM hotel portfolio across two continents. The company offers a unified operating model built for speed, clarity, and calm operations. Its core product is the citizenM hotel brand, which it operates through three integrated service modules: Hotel Management Services (centralized structure guiding the portfolio with consistent standards), Operations Services (retail-style approach with streamlined on-site teams and strong routines), and Asset Stewardship (owner's diligence and long-term asset value focus). With eighteen years of citizenM experience, Another Star combines ownership experience, design intelligence, and a centralized operating platform that has scaled to 37 hotels in under 20 years.
Differentiator
Problem solved
Functional benefit
Products and services
- citizenM Hotels Portfolio of 37 'affordable luxury' lifestyle hotels (8,688 rooms) across 19 cities in America and Europe, including locations in New York, Boston, Chicago, Miami, Los Angeles, Seattle, San Francisco, Washington DC, Austin, Amsterdam, Paris, London, Copenhagen, Rome, Zurich, Geneva, Glasgow, Rotterdam, and Dublin. Integrated into the Marriott Bonvoy loyalty platform serving 260+ million members.
- Hotel Management Services Centralized governance structure guiding the citizenM portfolio across America and Europe with clear direction, consistent standards, and a model shaped to keep each hotel operating with focus and stability. Provided to property owners and the Marriott franchise system.
- Operations Services Streamlined, retail-style operational approach with fewer full-time roles on site, strong routines, and systems built to keep hotel floors running smoothly. Includes 24/7 canteenM food and beverage, societyM meeting rooms, and smart-room iPad controls for guests.
- Asset Stewardship Majority-owner diligence applied to each citizenM hotel, with a precise view of how the buildings work and a grounded, disciplined approach thinking long-term about each property's value.
Quantifiable outcome
- 37 hotels with 8,688 rooms opened in under 20 years across 19 cities on 2 continents
- +4 more outcomes
Companies that use Another Star
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Another Star technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Another Star partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, core and minor.
- Marriott InternationalflagshipMarriott International acquired the citizenM brand for $355 million (plus up to $110M earn-out) in July 2025. Another Star retains ownership of the real estate and operates the hotels under long-term franchise agreements. citizenM joined the Marriott Bonvoy loyalty program, giving 260+ million members access to the brand. Another Star now operates as a Marriott franchisee.
- World Bicycle ReliefcoreLong-term charitable partnership with World Bicycle Relief. Since 2018, Another Star (then as part of citizenM) has donated more than €6.6 million, funding over 22,931 bicycles that have positively impacted more than 100,000 lives across Malawi and Uganda. €1.8 million was donated in 2025 alone, funding 5,882 Buffalo Bicycles. Following the 2025 brand sale, the charitable foundation was rebranded as Another Star Charity.
- GRESBminorAnother Star participates annually in the GRESB Real Estate Assessment, aligning its ESG and sustainability reporting with global real estate sustainability standards.
- BREEAM / LEED Certification BodiescoreAll citizenM hotels hold green building certifications. European hotels are certified under BREEAM (new construction and In-Use), while US hotels carry LEED certifications. The company maintains BREEAM In Use certification across all operating properties, with ratings ranging from Pass to Outstanding.
Scale indicators9 records
Recent moves7 records
Expansion highlights5 records
Another Star competitors and assessment
Company assessmentDirect peers
- Yotel: Tech-forward compact lifestyle hotel brand operating in major cities globally with iPad-controlled smart rooms. Closest concept peer to citizenM's affordable-luxury, tech-enabled, compact-room model.
- Aimbridge Hospitality: Largest third-party hotel management company in North America, operating and franchising a broad portfolio of branded hotels for institutional owners. Directly comparable to Another Star as a large-scale, asset-light hotel operator/franchisee serving multiple brands.
- HEI Hotels & Resorts: Private owner-operator of upper-upscale and lifestyle hotels across the US, owning and managing real estate while operating under major franchise brands. Closely mirrors Another Star's co-ownership + franchise operator model.
- Highgate Hotels: Private hotel operator, investor, and developer with a portfolio spanning luxury, lifestyle, and select-service brands across the US. Comparable for its owner-operator model and centralization of operations across multiple franchised brands.
- Sage Hospitality Group: Private hotel management, development, and investment firm operating lifestyle and upscale properties. Comparable for combining real estate ownership with franchise hotel operations across multiple markets.
- Concord Hospitality Enterprises: Private hotel operator and developer managing franchised upscale and lifestyle properties in the US. Comparable as an owner-operator franchisee with standardized operating systems.
- Pyramid Hotel Group: Private third-party hotel management company operating branded full-service, select-service, and lifestyle hotels. Directly comparable as a third-party operator managing franchised properties for institutional owners.
- Moxy Hotels: Marriott's lifestyle/affordable-luxury select-service brand targeting design-conscious younger travelers with smaller rooms and tech-forward amenities. Direct concept competitor to citizenM within Marriott's portfolio, and a fellow Marriott franchisee comparable to Another Star.
Broad incumbents
- Pebblebrook Hotel Trust: Publicly traded hotel REIT owning urban and resort properties across the US. Comparable for the urban-hotel real estate ownership angle of Another Star's portfolio, though Pebblebrook is purely an owner, not an operator.
- Park Hotels & Resorts: Publicly traded lodging REIT focused on premium-branded urban hotels. Comparable for the real estate ownership and franchise-aligned hotel model, though operates at much larger scale and is owner-only.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Another Star social profiles
Digital presenceAnother Star compliance and trust
Trust signalCompliance3 records
Another Star financial estimates
Financial estimateRevenue estimate
Valuation estimate
Another Star leadership team
Management profileNumber of profiles
Profiles15 records
Another Star subsidiaries and ownership
Company hierarchySubsidiaries1 record
Another Star funding detail
Funding detailFunding overview
Funding rounds3 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Another Star M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Another Star
What does Another Star do?
Another Star operates and centrally manages the 37-property citizenM lifestyle hotel portfolio across America and Europe under long-term franchise agreements with Marriott International. The company delivers three integrated service modules — Hotel Management (centralized governance across the portfolio), Operations (retail-inspired, streamlined on-property execution), and Asset Stewardship (majority-owner diligence over the underlying real estate). Another Star retains ownership of the hotel real estate while operating as Marriott's largest global franchisee.
Is Another Star a public or private company?
Another Star is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Another Star founded?
Another Star was founded in 2007. It employs 1,001 to 5,000 people.
Where is Another Star based?
Another Star is headquartered in Voorschoten, Netherlands, in the Europe region.
How does Another Star make money?
Three revenue lines are on record. Hotel Management Fees are the primary driver. The others are asset Ownership and Stewardship and franchise Royalty Revenue.
Who are Another Star's main competitors?
Direct peers on record are Yotel, Aimbridge Hospitality, HEI Hotels & Resorts, Highgate Hotels, Sage Hospitality Group, Concord Hospitality Enterprises, Pyramid Hotel Group and Moxy Hotels. Broad incumbents are Pebblebrook Hotel Trust and Park Hotels & Resorts.
Does Another Star have an API?
No public API is recorded for Another Star.
What industry is Another Star in?
Another Star's product category is Hotel Management Services. Its primary akta.pro industry code is THAGABAM, Budget Hotel Chains & Franchises, with a secondary code of BPAJAMAE, Hospitality (Hotels & Resorts) Asset Management. Its NAICS code is 72111 and its SIC code is 7011.