Marriott International to Acquire citizenM, Expanding Lifestyle Offerings
Marriott International has announced a strategic agreement to acquire citizenM, a Netherlands-based lifestyle hotel brand renowned for its technology-enhanced guest experience and modern design ethos. This acquisition is a pivotal move in Marriott’s strategy to bolster its select-service and lifestyle lodging portfolio.
Currently, citizenM operates 36 hotels comprising 8,544 rooms across major markets in the U.S., Europe, and Asia Pacific, including key cities like New York, London, Paris, and Rome. The brand has a robust growth pipeline, with three hotels under construction, adding over 600 rooms planned for completion by mid-2026. Built with value-conscious, tech-savvy travelers in mind, citizenM features smart in-room designs, immersive common areas filled with local art, creative meeting spaces, and vibrant rooftop decks—catering to a generation that values both comfort and authentic experiences.
Anthony Capuano, President and CEO of Marriott International, expressed enthusiasm about adding citizenM to their select-service brand portfolio. He highlighted that Marriott aims to leverage its global development capabilities, cost advantages, and the power of its award-winning Marriott Bonvoy loyalty program to enhance the brand’s growth.
The acquisition entails a payment of $355 million, granting Marriott all brand and related intellectual property rights. Post-transaction, citizenM hotels will operate under new long-term franchise agreements with Marriott, yet retain ownership of the real estate.
Lennert de Jong, CEO of citizenM, expressed excitement for the brand’s future under Marriott’s umbrella, emphasizing the partnership’s potential to expand citizenM’s reach to new destinations while enhancing returns.
The transaction is projected to close within the year, potentially driving Marriott’s net rooms growth to nearly 5%.
Note: The image is for illustrative purposes only and is not the original image associated with the presented article. Due to copyright reasons, we are unable to use the original images. However, you can still enjoy the accurate and up-to-date content and information provided.
