In Autumn 2025, Another Star (the operator behind citizenM hotels across Europe and the United States) faced one of its most complex operational challenges yet: integrating its entire portfolio (35 citizenM hotels across the globe)  into the Marriott ecosystem. This wasn’t a simple tech update, it was a complete operational shift. Lean teams had to adapt to new systems, embrace new standards, and integrate refined processes while staying true to one-of-a-kind guest service with a human touch.

Hotel teams were candid about their concerns... One manager admitted, "We thought it was going to be a shit show.”

Anxiety was real. Frontline staff, managers, and L&D teams worried about navigating unfamiliar processes, maintaining simple, tech-enabled experiences, and creating loyal, raving fans of Marriott Bonvoy guests (the powerhouse loyalty program behind Marriott) after being introduced to the citizenM hotel concept for the first time... Without a clear plan, Another Star risked inefficiencies, inconsistent operations, and operational delays.

Key Pain Points:

• Steep learning curve with new Marriott systems
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• Risk of service inconsistencies and compliance issues
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• Anxiety and low engagement among staff
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• Potential operational disruption across hotels
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• Limited time (3 months) between learning design, upskilling, and go-live
  

Rather than letting fear dictate the outcome, Another Star used learning as the backbone of the integration. Led in collaboration with the tech, product and hotel operations teams by Erik, they designed a blended program using HowNow, focused on mandatory but meaningful learning.

The approach combined three success factors:

Focused, Role-Relevant Training: Training wasn’t just mandatory, it was purposeful. Instead of overwhelming teams with 40+ hours of generic Marriott training, Another Star distilled this into less than 8 hours of targeted learning that directly reflected what employees needed in their roles, right when they needed it.

Leadership Buy-In: Managers carved out dedicated time for learning, reinforcing that it was a true priority, not an afterthought.

Tailored Content: Using HowNow, training was built around citizenM workflows and real operational needs, rather than abstract or generic theory.

Through the platform, staff could access guides, follow structured workflows, and track their progress. The “BONboarding” program made learning interactive and on-demand, helping teams feel confident even before Day 1. HowNow played a key role in change management by raising awareness and understanding of operational updates, particularly introducing employees to the new loyalty program. It highlighted how loyalty guests align with the brand and culture touchpoints staff were already familiar with, and clarified the system changes enabling human connection through simple technology, for example, the updated kiosk check-in flow for loyalty program guests.

Early Wins & Cultural Shifts:

• Staff reported feeling “properly trained and ready” before the launch
  
  
• Anxiety about operational changes was significantly reduced
  
  
• Employees were empowered to self-serve answers rather than wait for support
  
  
• Efficient integration into the new organizational ecosystem: all 35 properties successfully transitioned in 2 days within a two-week period
  

The November launch exceeded expectations. Engagement hit record highs, the highest in citizenM history. Managers reported that the transition was smoother than anticipated, with staff confident operating within the new Marriott systems from Day 1.

What Changed:

• Workflows became faster and more consistent
  
  
• Staff could access knowledge on demand, reducing dependency on L&D
  
  
• Confidence and morale improved across teams
  
  
• Training was streamlined from 40+ hours to just 5.5 hours per person (1.5 hours of e-learning + 4 hours of in-person practical sessions)
  
  
• Lean operations were maintained without requiring coverage from other hotels
  
  

Positive Feedback from Hotel Managers:

• Overall Success & Organisation: The transition was considered “very successful,” with in-person training described as “super well organised.” Teams were “happy with the training” overall.
  
  
• Content & Format: L&D and Systems Managers were praised for filtering extensive material to focus on what mattered most. The BONboarding pathway on HowNow was a “real success,” noted for being clear, concise, easy to follow, and created in the “citizenM fashion.” In-person sessions were well-structured, balancing realistic expectations with reassurance.
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• Support & Automation: Loyalty Stars were highlighted as a “biggest win” and a “real benchmark,” providing crucial on-the-floor support, running briefings, and keeping content alive. The Tech team’s work automating new kiosk and tablet procedures was highly valued, easing the process for staff. Local support from TM and S&S teams was “crucial” both before and after the migration.
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 Confidence, Efficiency, Engagement

The value went beyond smooth operations. Staff were confident and aware, able to handle Day 1 challenges while continuing to learn on the job. Operational efficiency was maintained, without BONboarding, it could have dropped under the demands of the new systems. Culture shifted from anxiety to empowerment, leadership gained trust, and teams were prepared for ongoing change, proving that structured, tailored learning could turn a high-risk integration into a success story.

Impact in a Snapshot:

• Engagement: Record-high participation and adoption
  
  
• Confidence: Staff felt prepared and aware, with continued learning in the flow of work
  
  
• Efficiency: Training and support delivered at scale without disrupting operations
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• Culture: Empowerment and trust across teams