April 29, 2025

Marriott International to Acquire citizenM, Expanding Its Lifestyle Hotel Portfolio

Marriott will acquire citizenM for $355 million, adding 36 tech-forward hotels in major cities to its portfolio and expanding its lifestyle offerings for modern global travelers.

Marriott International is set to expand its presence in the lifestyle and select-service hotel segment through the acquisition of citizenM, a stylish, tech-forward brand known for its design-centric and digitally native approach to hospitality.

The $355 million deal, announced today, will bring citizenM’s portfolio of 36 hotels across over 20 global cities under Marriott’s umbrella, while also supporting the future rollout of additional locations through Marriott’s expansive development engine.

The acquisition reflects Marriott’s continued focus on growing its range of innovative lifestyle offerings to meet the evolving preferences of modern travelers.

citizenM’s properties, located in urban hotspots like New York, London, Paris, and Tokyo, feature compact yet smartly designed rooms, communal spaces filled with curated art, rooftop bars, co-working lounges, and self-service amenities—all tailored for tech-savvy, value-conscious guests.

With over 600 more rooms already in development, citizenM’s pipeline will be folded into Marriott’s ecosystem, and the brand will retain its identity and operational model while benefiting from Marriott’s scale, marketing, and Marriott Bonvoy loyalty platform.

According to Marriott CEO Anthony Capuano, the deal strengthens the company’s position in a valuable market segment and is expected to generate approximately $30 million in stabilized annual fees, with potential earn-out payments up to $110 million, depending on growth over a multi-year period.

Importantly, citizenM will continue to own and operate its properties, ensuring brand consistency and quality, while leveraging Marriott’s reach to expand globally. Both companies emphasized alignment in vision and culture, with citizenM’s leadership viewing this step as a powerful catalyst for increasing visibility and access to new markets.

Pending regulatory approvals, the transaction is expected to close in 2025, at which point Marriott anticipates its net rooms growth for the year to approach 5%, driven in part by this acquisition.