Marriott International to Acquire citizenM, Expanding Lifestyle Offerings
In a strategic move to enhance its select-service and lifestyle hotel portfolio, Marriott International has announced an agreement to acquire citizenM, a Netherlands-based hotel brand known for its technology-driven guest experiences and modern design aesthetics. The acquisition marks a significant step in Marriott’s global expansion strategy.
Currently, the citizenM portfolio includes 36 operational hotels across major gateway cities such as New York, London, Paris, and Rome, totaling 8,544 rooms. The brand aims to cater to value-conscious, tech-savvy travelers with innovative in-room designs, vibrant common spaces adorned with local art, and facilities that encourage collaboration, including modern meeting rooms and rooftop decks.
Marriott plans to pay $355 million for the acquisition, which will incorporate citizenM into its system. All existing hotels will transition to new long-term franchise agreements with Marriott upon closing the transaction, anticipated to take place later this year.
CEO Anthony Capuano expressed enthusiasm about integrating citizenM into Marriott’s offerings, highlighting the brand’s unique identity and relevance in today’s market. "We are thrilled to add citizenM as a unique, differentiated offering to our select-service brand portfolio," he stated. Lennert de Jong, CEO of citizenM, remarked that this partnership will leverage Marriott’s vast distribution network to reach new, modern guests.
Looking ahead, citizenM has three new hotels under construction representing over 600 additional rooms, set to launch by mid-2026, with further developments planned in the coming decade. As Marriott seeks to increase its net room growth to nearly five percent this year, the acquisition stands to further solidify its position in the evolving hospitality landscape.
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