Marriott Acquires Lifestyle Hotel Brand citizenM
Joe Cortez May 02, 2025
Marriott announced the purchase of citizenM, a lifestyle brand catering to the select service segment consisting of hotels in over 20 global cities.
citizenM Blends Tech, Art, and Design for Lifestyle Travelers
Under the agreement, Marriott will pay $355 million for the brand and intellectual property. After closing, citizenM will be part of the Marriott system, which will include Marriott Bonvoy. Transaction closing is subject to conditions, including U.S. regulator approval.
The acquisition will add around 8,500 rooms to the Marriott footprint in cities including New York, Paris, London, and Rome. Opened in 2008, Marriott describes the citizenM brand as one that “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.”
In addition to the current 36 properties, three more are under development which will add 600 rooms to the brand. The new hotels are expected to open by mid-2026, with the option of additional properties opening based on the success of the brand.
“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,” Anthony Capuano, president and CEO of Marriott International, said in a press release. “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.”
If the transaction is able to close by the end of the year, Marriott says their full year net rooms growth in 2025 will be around 5%.
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