Marriott Acquires citizenM, Expanding Select-Service Brands by 37 Hotels

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.