Company will pay $355 million for brand and related intellectual property
Marriott International announced that it has agreed to acquire the lifestyle hospitality brand CitizenM. At closing of the transaction, Marriott will pay $355 million to acquire the brand and related intellectual property.
Following closing, the CitizenM portfolio will become part of Marriott’s system, with the hotels owned and leased by the seller subject to new long-term franchise agreements with Marriott.
The CitizenM global portfolio currently consists of 36 open hotels, comprising 8,544 rooms, across more than 20 cities spanning the US, Europe and Asia Pacific, including gateway cities like New York, London, Paris and Rome. The brand’s current pipeline includes three under-construction hotels totaling over 600 rooms that are anticipated to open by mid-2026, with the prospect of significant additional growth across Marriott’s global regions over the next decade.
The CitizenM brand, according to the announcement, is known for its genuine service, tech-savvy in-hotel experience, highly efficient use of space, and focus on art and design. The brand, founded in 2008, caters to a growing demographic of value-conscious travelers looking for technology-driven accommodations with features like 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.
Anthony Capuano, Marriott’s CEO, said, “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.”
Capuano said the company is “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.” Marriott, he said, has a proven track record of growing acquired brands significantly by leveraging its global development ecosystem, the benefits of its affiliation cost structure, and the power of its Marriott Bonvoy loyalty platform.
Rattan Chadha, founder and chairman of CitizenM, said, “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.”
Lennert de Jong, CEO of CitizenM, said that “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.” He said the company will continue to own its real estate and operate all of its hotels.
The closing of the transaction is subject to various customary conditions, including US regulatory approval. Assuming closing of the transaction in 2025, Marriott now expects full year 2025 net rooms growth to approach 5%.
