SHERIDAN, WYOMING – May 6, 2025 – Marriott International has announced its agreement to acquire citizenM, a distinctive and tech-forward lifestyle brand, in a move that significantly strengthens its global presence in the select-service and lifestyle hotel segment. This $355 million acquisition underscores Marriott's continued focus on delivering diversified, design-forward lodging experiences and positions the company to tap into evolving traveler preferences and unlock new revenue streams.
Strategic Expansion of Lifestyle Offerings
With this acquisition, Marriott enhances its capabilities to serve a fast-growing market segment: value-conscious, design-savvy, and tech-oriented travelers. The citizenM brand, founded in 2008, currently operates 36 hotels with 8,544 rooms across the U.S., Europe, and Asia Pacific, including major urban hubs like New York, London, Paris, and Rome.
In addition to its existing portfolio, citizenM has three hotels under construction with over 600 rooms slated to open by mid-2026. Marriott plans to leverage its robust development infrastructure and global reach to accelerate the brand's expansion in both emerging and established markets over the next decade.
Unique Brand Identity Meets Global Scale
citizenM has distinguished itself in the market through:
- Compact, tech-enabled smart rooms
- Art-forward public spaces infused with local culture
- Hybrid communal living areas designed for collaboration
- Grab-and-go food and beverage offerings
- Creative meeting facilities and vibrant rooftop lounges
The acquisition enables Marriott to further diversify its offerings while maintaining the unique brand identity that has made citizenM a favorite among modern travelers.
“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,” said Anthony Capuano, President and CEO of Marriott International. “Marriott has a proven track record of growing acquired brands significantly by leveraging our global development ecosystem, the benefits of our industry-leading affiliation cost structure, and the power of our award-winning Marriott Bonvoy loyalty platform.”
Financial and Operational Impact
Under the agreement, Marriott will acquire citizenM's brand and related intellectual property for $355 million. All existing citizenM properties will remain owned and leased by the seller, but will enter into new long-term franchise agreements with Marriott.
- Stabilized fees for the portfolio are projected to reach approximately $30 million annually.
- The seller may receive up to $110 million in earn-out payments tied to future brand growth, starting no earlier than the fourth year post-closing.
- The deal is subject to regulatory approval, and finalization is expected within 2025.
Following completion, Marriott anticipates its full-year 2025 net rooms growth will approach 5%.
Shared Vision for Future Growth
Executives from citizenM expressed strong confidence in the partnership’s potential to elevate the brand globally.
“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,” said Rattan Chadha, Founder and Chairman of citizenM.
Lennert de Jong, CEO of citizenM, added: “citizenM was created for frequent travelers, and Marriott's distribution capabilities will allow us to welcome new modern guests. With the strength of Marriott's development engine, we look forward to the prospect of many additional citizenM properties in new destinations around the world. We will continue to own our real estate and operate all our hotels. This relationship will allow us to work together to maximize returns.”
Broader Market Relevance
This acquisition aligns with broader B2B hospitality trends emphasizing asset-light strategies, loyalty-driven growth, and modular innovation in guest experiences. By integrating citizenM’s agile model into Marriott’s ecosystem, the company strengthens its competitive edge in a lodging landscape increasingly shaped by personalization, flexibility, and experiential value.
Learn more at www.marriott.com.