Marriott International has announced plans to acquire Dutch lifestyle brand CitizenM.
The transaction is expected to accelerate Marriott’s global expansion of its select-service and lifestyle lodging offerings, as the company focuses on expanding its portfolio to provide more options for guests and Marriott Bonvoy members.
With a global portfolio of 36 open hotels, comprising 8,544 rooms across the US, Europe and Asia Pacific, CitizenM’s current pipeline also includes three under-construction hotels totalling over 600 rooms that are anticipated to open by mid-2026.
The CitizenM brand has been built upon its tech-savvy in-hotel experience and efficient use of space, as well as a focus on art and design. Founded in 2008, the brand caters to a growing demographic of value-conscious travellers looking for technology-driven accommodations with smart in-room design, indoor and outdoor common spaces featuring immersive artwork and local artefacts, comfortably appointed living rooms that serve as collaborative workspaces, creative meeting rooms, grab-and-go F&B options and lively rooftop decks.
“As we continue to drive best-in-class experiences for travellers, today’s announcement builds upon Marriott’s commitment to enhance options for guests and Marriott Bonvoy members,” says Anthony Capuano, President and CEO of Marriott International. “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.
“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.”
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.
Stabilised fees for the open and under construction pipeline portfolio are anticipated to be approximately $30 million annually. The seller may also receive earn-out payments up to $110 million that are based on the future growth of the brand over a specified, multi-year timeframe. These payments would not begin until the fourth year following closing.
“We are very excited about our agreement with Marriott and look forward to this pivotal next step for our future growth,” says Rattan Chadha, Founder and Chairman of CitizenM. “I envisage this relationship will greatly enhance CitizenM’s global reach and brand impact. Marriott as an organisation 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, also comments: “I am excited about CitizenM’s future with Marriott International. CitizenM was created for frequent travellers, and Marriott’s distribution capabilities will allow us to welcome new modern guests.
“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 maximise returns.”
