My favorite quote from the article:
"The original name was 'One Star is Born,'" says Chada. "It was our code name, because we didn't believe in the star rating system, which is very old-fashioned. It's not about the actual amenities and more about the service and experience that you get."
A worthy read...travelers will relate + hoteliers take notice.
I am a big fan and follower after my Citizen M Hotel Amsterdam stay.