Marriott Makes Big Move: $355M to Acquire New Hotel Brand

Marriott significantly bolstered its finances through the purchase of the lifestyle company citizenM. This $355 million deal was disclosed on April 28 and expands Marriott Bonvoy’s global hotel count by an additional 36 properties.

“As we remain dedicated to providing top-notch travel experiences, this announcement reinforces Marriott’s promise to broaden choices for our guests and Marriott Bonvoy members,” stated Anthony Capuano, President and CEO of Marriott International. statement.

"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," he continued. "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."

CitizenM will allow Marriott to grow its presence with budget travelers who are looking for a boutique hotel . The brand describes It describes travelers who appreciate a luxurious hotel stay in urban centers without breaking the bank. This type of hotel serves not merely as a place to rest, but also offers spaces for working, unwinding, and enjoying oneself.

They possess something distinctive as well. membership program MyCitizenM+ caters to frequent travelers seeking extra benefits. This membership provides participants with a 15% discount on all accommodations, complimentary late checkout, free use of co-working spaces, a 15% reduction on meals and beverages, and priority access to all promotions.

Marriott’s present collection includes an additional 8,544 rooms from CitizenM, “spanning over 20 cities across United States, Europe, and Asia-Pacific As stated in the press release, these include gateway cities such as New York, London, Paris, and Rome. Additionally, there are three hotels presently under construction and scheduled to open by mid-2026.

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