Marriott International has finalized the acquisition of citizenM, a Dutch lifestyle brand renowned for its innovative hospitality approach. The acquisition encompasses 37 hotels situated across 20 cities, offering a total of 8,789 rooms. This strategic move aims to accelerate Marriott’s expansion of its select-service brands and provide more accommodation options for Marriott Bonvoy members in popular destinations.

The integration process is anticipated to be completed by the end of 2025. During this period, guests will continue to have the option to book through citizenM’s online channels. Once the integration is finalized, citizenM will be fully incorporated into the Marriott Bonvoy loyalty program. This acquisition is expected to complement Marriott’s existing portfolio of brands, including AC Hotels by Marriott, Moxy Hotels, and Courtyard by Marriott.

Marriott’s CEO, Anthony Capuano, highlighted that citizenM’s technology-driven, authentic service approach will supplement Marriott’s current brand matrix. The integration process will involve aligning citizenM’s systems and platforms with Marriott’s, ensuring a seamless experience for guests. This acquisition is a strategic move by Marriott to expand its presence in the lifestyle hotel segment, which has seen significant growth in recent years.

The integration of citizenM into Marriott’s portfolio is expected to provide guests with more options in popular destinations, while also enhancing Marriott’s ability to compete in the lifestyle hotel segment. Additionally, citizenM will gain access to Marriott’s global distribution network and loyalty program, further benefiting the brand. The acquisition is a significant step for Marriott in its efforts to diversify its offerings and cater to a broader range of travelers.

Marriott International has closed on its $355 million acquisition of the lifestyle brand CitizenM and its portfolio of 37 hotels.

The deal adds 8,789 rooms across 20 cities in the U.S., Europe and Asia-Pacific to Marriott’s global footprint, according to a news release. There are another two CitizenM hotels with more than 300 rooms in the development pipeline.

“As travelers continue to seek innovative lodging offerings that blend technology with genuine, people-first hospitality, the CitizenM brand is the perfect addition to our portfolio,” Marriott President and CEO Tony Capuano said in the release. “Marriott has proven success in growing select-service lifestyle offerings, including our AC, Moxy, and Aloft brands, and we look forward to accelerating CitizenM’s global reach with our guests and Marriott Bonvoy members around the world.”

Marriott announced in April its intention to buy the Netherlands-based lifestyle hotel brand, developer and operator. CitizenM’s major shareholders were Dutch pension investment company APG and Singapore sovereign wealth fund GIC.

Until the CitizenM properties are fully integrated into Marriott’s systems and platforms, the hotels will still be bookable through CitizenM’s digital channels. Members of CitizenM’s subscription program can continue to use it, and more details will come out about the program following its integration. Upon integration, CitizenM will fully join Marriott’s Bonvoy loyalty program.

Over the years, Marriott has expanded its brand portfolio through a mix of organic growth and bolt-on acquisitions. It acquired Postcard Cabins and formed a partnership with Trailborn in December 2024. Marriott moved into the midscale space by acquiring the City Express brand portfolio in May 2023 as well as launching the StudioRes extended-stay brand. The company also launched the midscale Four Points Express by Sheraton in late 2023 for Europe, the Middle East and Africa.

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citizenM Miami South Beach Hotel

Marriott International has completed its acquisition of the lifestyle brand citizen. The current citizenM global portfolio includes 37 open hotels, comprising 8,789 rooms, across more than 20 cities in the US, Europe, and Asia Pacific.

citizenM’s current pipeline of two hotels totaling over 300 rooms are also anticipated to be added to Marriott’s portfolio.

“As travellers continue to seek innovative lodging offerings that blend technology with genuine, people-first hospitality, the citizenM brand is the perfect addition to our portfolio,” said Anthony Capuano, President and CEO of Marriott International. “Marriott has proven success in growing select-service lifestyle offerings, including our AC, Moxy, and Aloft brands, and we look forward to accelerating citizenM’s global reach with our guests and Marriott Bonvoy members around the world.”

Marriott will now integrate the citizenM portfolio into its systems and platforms, with properties remaining bookable on citizenM’s digital channels until later this year.

Members of the award-winning citizenM subscription program will continue to enjoy benefits. Once integration is complete, citizenM will become a fully participating brand within the Marriott Bonvoy loyalty program, unlocking even more value for members.

CitizenM is known for its genuine service, tech-savvy in-hotel experience, efficient use of space, and focus on art and design.

The brand caters to a growing demographic of value-conscious travelers seeking technology-driven accommodations with features like smart in-room design, indoor and outdoor common spaces, creative meeting rooms, grab-and-go food and beverage options, and lively rooftop decks. -TradeArabia News Service

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Marriott International completed its $355 million acquisition of lifestyle hotel brand CitizenM, the company announced Wednesday.

The move brings 37 open hotels, or more than 8,700 rooms, into Marriott’s portfolio. Two more CitizenM hotels, totalling more than 300 rooms, are also in development.

“As travelers continue to seek innovative lodging offerings that blend technology with genuine, people-first hospitality, the citizenM brand is the perfect addition to our portfolio,” said Marriott President and CEO Anthony Capuano in a statement.

Plans for the acquisition were announced in April. Marriott now begins the process of integrating CitizenM hotels into its systems and platforms, according to the announcement. They will remain bookable via CitizenM platforms until the integration is complete, which Marriott expects to be later this year.

According to Marriott, there are “more details to come” about how CitizenM’s subscription program will work following integration, but the program is currently still live.

The CitizenM acquisition is part of Marriott’s broader strategy to build its select-service portfolio globally, per the announcement. In his statement, Capuano pointed to other select-service lifestyle brands the company is currently growing, including AC Hotels, Moxy and Aloft.

Earlier this week, Marriott opened its largest AC Hotel in North America in Arlington, Virginia, following a multimillion-dollar renovation of the former Crystal City Marriott.

Competition for talent and resources in the lifestyle space is heating up as hotel players expand in the increasingly popular segment, hospitality industry leaders told Hotel Dive earlier this year.

On the heels of the acquisition announcement, however, industry experts warned that Marriott would need to be wary of cannibalization as it integrates CitizenM into its portfolio of similarly positioned lifestyle brands, particularly Moxy.

Marriott CFO Leeny Oberg, however, told Hotel Dive in April that the company has “a proven track record of being able to acquire brands and then grow them as part of our overall system, but at the same time, preserving what makes them unique and attractive to the guests.”

The Federal Trade Commission granted Marriott approval for the CitizenM acquisition last month.