Marriott International has closed on its $355 million acquisition of the lifestyle brand CitizenM and its portfolio of 37 hotels.
The deal adds 8,789 rooms across 20 cities in the U.S., Europe and Asia-Pacific to Marriott's global footprint, according to a news release. There are another two CitizenM hotels with more than 300 rooms in the development pipeline.
"As travelers continue to seek innovative lodging offerings that blend technology with genuine, people-first hospitality, the CitizenM brand is the perfect addition to our portfolio," Marriott President and CEO Tony Capuano said in the release. "Marriott has proven success in growing select-service lifestyle offerings, including our AC, Moxy, and Aloft brands, and we look forward to accelerating CitizenM's global reach with our guests and Marriott Bonvoy members around the world."
Marriott announced in April its intention to buy the Netherlands-based lifestyle hotel brand, developer and operator. CitizenM's major shareholders were Dutch pension investment company APG and Singapore sovereign wealth fund GIC.
Until the CitizenM properties are fully integrated into Marriott's systems and platforms, the hotels will still be bookable through CitizenM's digital channels. Members of CitizenM's subscription program can continue to use it, and more details will come out about the program following its integration. Upon integration, CitizenM will fully join Marriott's Bonvoy loyalty program.
Over the years, Marriott has expanded its brand portfolio through a mix of organic growth and bolt-on acquisitions. It acquired Postcard Cabins and formed a partnership with Trailborn in December 2024. Marriott moved into the midscale space by acquiring the City Express brand portfolio in May 2023 as well as launching the StudioRes extended-stay brand. The company also launched the midscale Four Points Express by Sheraton in late 2023 for Europe, the Middle East and Africa.