Marriott International has announced an agreement to acquire citizenM, a Netherlands-based lifestyle hotel brand recognized for its technology-rich guest experience and design-forward ethos.
The deal marks a significant step in Marriott’s global push to expand its select-service and lifestyle lodging offerings.
citizenM Washington DC Capitol
Marriott’s addition of citizenM
The citizenM portfolio currently comprises 36 operating hotels (totaling 8,544 rooms) that span key markets in the U.S., Europe, and Asia Pacific. Properties are situated in major gateway cities, including New York, London, Paris, and Rome.
The brand’s growth pipeline features three under-construction hotels, representing more than 600 rooms, planned to open by mid-2026, with additional development anticipated over the next decade.
Founded in 2008, citizenM targets a community of value-conscious, tech-savvy travelers. The brand’s identity is shaped by features such as smart in-room design, efficient use of space, immersive common areas filled with local art, and a focus on collaborative workspaces. Amenities include creative meeting rooms, grab-and-go F&B options, and vibrant rooftop decks. Each hotel prioritizes authenticity and local connection, tapping into the preferences of a generation seeking both comfort and experience.
“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,” says 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.”
canteenM at citizenM Chicago Downtown
Next steps in the deal
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.
“I am excited about citizenM’s future with Marriott International. citizenM was created for frequent travelers, and Marriott’s distribution capabilities will allow us to welcome new modern guests,” says Lennert de Jong, CEO of citizenM. “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.”
Marriott projects that the transaction, expected to close this year, will help drive its net rooms growth to nearly 5 percent for the year.
cloudM at CitizenM Rome Isola Tiberina
citizenM Menlo Park
cloudM at CitizenM New York Bowery
CitizenM Miami World Center
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