Marriott to acquire lifestyle hotel brand CitizenM in $355 million deal
Marriott announced Monday that it plans to bolster its lifestyle hotel lineup by acquiring the CitizenM brand for $355 million. Known for its chic, tech-forward properties with compact rooms, Dutch hotel brand CitizenM has 36 hotels in over 20 major cities, including New York, Paris, London and Rome.
"As we continue to drive best-in-class experiences for travelers, today's announcement builds upon Marriott's commitment to enhance options for guests and Marriott Bonvoy members," president and CEO of Marriott International Anthony Capuano said in a press release. "We are thrilled to add citizenM as a unique, differentiated offering to our select-service brand portfolio as we continue to strengthen Marriott's foothold in this valuable market segment around the world," he added.
Under the agreement, which is pending regulatory approval, CitizenM-owned and leased hotels will be subject to new long-term franchise agreements with Marriott.
"We are very excited about our agreement with Marriott and look forward to this pivotal next step for our future growth. I envisage this relationship will greatly enhance citizenM's global reach and brand impact. Marriott as an organization shares our values and culture, and I am confident in their deep commitment in continuing our brand's DNA into the future," founder and chairman of CitizenM Rattan Chadha said.
In addition to being colorful, compact and quirky, the CitizenM brand caters to budget-conscious travelers who value "smart in-room design, indoor and outdoor common spaces featuring immersive artwork and local artifacts, comfortably appointed living rooms that serve as collaborative workspaces, creative meeting rooms, grab-and-go food and beverage options, and lively rooftop decks," according to the brand.
CitizenM also has a membership program, which is as unconventional as the playful design of its properties. Dubbed MyCitizenM+, members pay a flat monthly fee for access to perks like late checkout, discounted rates, food and drink discounts, and early access to sales.
Related: Marriott Bonvoy card offers: Earn valuable points to cover your next stay
TPG reached out to Marriott for comment on the future of CitizenM's current membership program and how the brand plans to incorporate into Marriott Bonvoy program — and what this might mean for status and perks.
Three additional CitizenM properties are already under construction and set to open in 2026. This will bring the total number of guest rooms under the brand's umbrella to more than 9,000, giving Marriott loyalists in search of affordable hotels in major metropolitan areas more options than ever before.