Marriott Acquires Lifestyle Hotel Brand CitizenM for $355 Million

On Monday, Marriott declared its intention to enhance its collection of lifestyle hotels through the acquisition of the CitizenM brand for $355 million. Renowned for its stylish and technologically advanced accommodations featuring small rooms, this Dutch hospitality company will join forces with Marriott. CitizenM features 36 accommodations across more than 20 prominent urban areas, including New York , Paris , London and Rome .

“As we remain committed to delivering exceptional travel experiences, today’s announcement reinforces Marriott’s dedication to expanding choices for both guests and Marriott Bonvoy members,” stated President and CEO of Marriott International, Anthony Capuao, in a press statement. “Adding citizenM introduces a distinctive option into our selective service brand lineup, further solidifying Marriott’s presence in this significant global market sector,” he concluded.

As per the deal, awaiting regulatory endorsement, hotels owned and operated by CitizenM will come under revised long-term franchise pacts with Marriott.

"I'm thrilled about our partnership with Marriott and eagerly anticipate this crucial upcoming phase in our journey toward expansive growth. This collaboration has the potential to significantly boost citizenM’s international presence and strengthen our brand influence. Both organizations share core values and cultural principles, and I’m assured of their steadfast dedication to preserving our brand essence moving forward," stated Rattan Chadha, founder and chairman of CitizenM.

Besides their vibrant, small-scale, and eccentric nature, CitizenM hotels attract cost-aware tourists who appreciate "efficient room designs, communal areas with engaging art installations and regional relics, well-furnished lounges suitable for group activities and professional tasks, innovative conference facilities, quick-service dining choices, and dynamic roof terraces," as stated by the company.

CitizenM also features a distinctive membership program that mirrors the whimsical style of their establishments. Known as MyCitizenM+, this plan invites members to pay a consistent monthly fee for various benefits such as extended check-out times, reduced room rates, savings on meals and beverages, and priority access to special deals.

Related: The Marriott Bonvoy credit card provides you with the opportunity to accumulate significant points for use towards your upcoming accommodation.

TPG contacted Marriott to seek their views on the upcoming changes to CitizenM’s present loyalty program and strategies for integrating the brand. Marriott Bonvoy program – and how this could affect one’s standing and benefits.

Already underway with three new CitizenM locations scheduled for completion in 2026, this expansion aims to increase the brand’s total inventory of guestrooms to over 9,000. For Marriott members looking for budget-friendly accommodations in key urban centers, these additions promise an unprecedented array of choices.

Editorial disclaimer: The views expressed here belong solely to the author and do not represent the opinions of banks, credit card issuers, airlines, or hotels. These organizations have not reviewed, approved, or supported this content in any way.