Marriott has announced its plan to expand its lifestyle hotel offerings with the acquisition of the CitizenM brand for $355 million. CitizenM is known for its modern, technologically advanced properties with compact guestrooms. The Dutch brand owns 36 hotels across 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,” said Anthony Capuano, Marriott International’s president and CEO 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.”
The agreement, still awaiting regulatory approval, will place CitizenM-owned and leased hotels under new long-term franchise agreements with Marriott.
Rattan Chadha, founder and chairman of CitizenM, expressed enthusiasm about the agreement, stating, “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.”
CitizenM appeals to budget-conscious travelers focusing on smart room design, communal spaces with artwork and local artifacts, collaborative workspaces, creative meeting rooms, quick food and beverage options, and vibrant rooftop areas.
The CitizenM brand also offers a unique membership program called MyCitizenM+, which provides perks such as late checkout, discounted rates, and early access to sales for a flat monthly fee.
There has been no specific comment from Marriott on how CitizenM’s membership program will integrate with the Marriott Bonvoy program. However, more insights are anticipated on the potential impacts on status and benefits for existing members.
Three additional CitizenM hotels are currently being constructed and expected to open in 2026, bringing the total number of CitizenM guest rooms to more than 9,000. This expansion will provide more options for Marriott customers seeking affordable accommodations in major metropolitan areas.
