Marriott to Acquire citizenM Brand for $355M
Marriott International has reached an agreement to acquire global lifestyle hotel brand citizenM for $355 million, adding 36 operating hotels and three under-construction properties to its Marriott Bonvoy portfolio. Known for its tech-forward design and art-centric interiors, citizenM operates in 20 cities across Europe, the United States and Asia Pacific. Each property features smart-room controls, keyless entry, rooftop decks, meeting rooms and collaborative workspaces that appeal to modern business and leisure travelers alike.
The acquisition, subject to U.S. regulatory approval, is expected to close later this year. Once finalized, citizenM’s hotels will be integrated into Marriott’s extensive distribution channels, including marriott.com, the Marriott Bonvoy app and global travel agency partnerships. Lennert de Jong, CEO of citizenM, expressed enthusiasm for the deal, noting that Marriott’s distribution capabilities will introduce citizenM to new guests while preserving the brand’s real estate ownership and independent hotel operations. “With the strength of Marriott’s development engine, we look forward to the prospect of many additional citizenM properties in new destinations around the world,” de Jong said.
Marriott CEO Tony Capuano highlighted citizenM’s fit within Marriott’s evolving lifestyle and soft-brand strategy. He pointed to the brand’s appeal among millennials and digital nomads who value on-demand services, flexible communal spaces and design-led environments. citizenM’s modular construction model enables rapid rollouts, making it an attractive complement to Marriott’s existing pipeline. The three upcoming citizenM hotels under development will benefit from Marriott’s project management and financing expertise, accelerating openings in key markets.
Since its launch in 2008, citizenM has disrupted traditional hotel paradigms by focusing on efficiency, affordability and style. Guest rooms feature oversized beds, customizable lighting and free high-speed Wi-Fi, while public spaces are built as multifunctional living rooms with rotating art installations and merchandise walls. The brand’s signature rooftop bars and work lounges cater to remote professionals and social gatherings, reflecting shifting traveler preferences in the wake of hybrid work trends.
By bringing citizenM into the Marriott Bonvoy family, the company gains access to more than 170 million loyalty members and a global network of over 8,000 properties spanning 30 brands. citizenM guests will soon be able to earn and redeem Bonvoy points at their favorite city-center locations, while Bonvoy members will discover a fresh collection of design-driven hotels in urban hubs like Amsterdam, London, New York and Shanghai.
Financial analysts view the acquisition price as attractive relative to comparable lifestyle hotel deals. Marriott’s strong balance sheet and robust cash flows underpin the transaction, which is anticipated to be accretive to earnings per share in the second half of fiscal 2025. Regulatory approvals from competition authorities remain the primary condition to closing, with Marriott and citizenM teams working closely to expedite the process.
Travel advisors and loyalty members can continue booking citizenM stays through the brand’s website until integration is fully complete, at which point inventory will appear on marriott.com and the Bonvoy app. Marriott encourages guests to explore citizenM’s current portfolio and to look forward to new openings in strategic markets, including planned expansions in Latin America and the Middle East.
As the hospitality industry navigates post-pandemic recovery, the demand for innovative, lifestyle-focused accommodations remains strong. Marriott’s acquisition of citizenM reinforces its commitment to diversifying its brand mix and capturing growth in the design-led, upper-midscale segment. With citizenM’s intimate, tech-enabled footprint and Marriott’s global reach, the combined platform is poised to deliver unparalleled experiences for modern travelers seeking connectivity, creativity and community in the world’s most dynamic cities.
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