Marriott Completes Acquisition of CitizenM, Adds 37 Hotels to Portfolio

Marriott International has completed its $355 million acquisition of lifestyle hotel brand CitizenM, adding 37 open hotels with over 8,700 rooms to its portfolio. Marriott plans to integrate the hotels into its systems and platforms later this year, with details on CitizenM's subscription program to come. The acquisition is part of Marriott's strategy to build its select-service portfolio globally.

Marriott International has completed its $355 million acquisition of lifestyle hotel brand CitizenM, adding 37 open hotels with over 8,700 rooms to its portfolio [1]. The acquisition is part of Marriott's strategy to build its select-service portfolio globally, focusing on innovative lodging offerings that blend technology with genuine, people-first hospitality [2].

CitizenM, known for its compact rooms, bold design, and buzzy social spaces, currently operates in over 20 cities across the U.S., Europe, and Asia Pacific. Two more properties in the pipeline, totaling over 300 rooms, are also anticipated to be added to Marriott's portfolio [2]. The integration process into Marriott’s systems and platforms will begin immediately, with a completion date expected later this year. Until then, CitizenM properties will remain bookable via their own digital channels [1].

Marriott President and CEO Anthony Capuano stated, "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 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" [1].

The acquisition places Marriott in closer competition with other major players targeting the urban lifestyle traveler. Companies like IHG Hotels & Resorts, Accor, and Hilton are also expanding their select-service portfolios with brands such as Ruby Hotels, Mama Shelter, and Motto, respectively [2]. The addition of CitizenM further solidifies Marriott's bet on lifestyle lodging, a segment that continues to attract next-gen travelers [2].

The integration process will include details on how CitizenM's subscription program will align with Marriott's offerings, with more information expected later this year. Until integration is complete, CitizenM will continue to operate through its own channels and subscription program [1].

References:
[1] https://marriott.gcs-web.com/news-releases/news-release-details/marriott-international-completes-acquisition-citizenm-brand
[2] https://www.travelagentcentral.com/hotels/marriott-completes-acquisition-citizenm-major-lifestyle-expansion