Marriott’s $355 Million Deal: What the Acquisition of citizenM Means for Travelers and the Hotel Industry

Marriott International is set to acquire citizenM, a Dutch lifestyle hotel brand known for its tech-savvy approach and stylish design. This acquisition is a big move for Marriott as it aims to expand its lifestyle and select-service offerings globally.

The citizenM brand currently boasts 36 hotels, offering 8,544 rooms across major cities like New York, London, Paris, and Rome. The brand is growing, with three more hotels on the way, adding over 600 rooms expected to open by mid-2026. Established in 2008, citizenM attracts tech-minded travelers who value both comfort and experience. Its unique features include smart room designs, vibrant common areas filled with local art, and flexible workspaces.

“We are excited to bring citizenM into our portfolio,” said Anthony Capuano, Marriott’s CEO. “This addition will enhance our brand offerings and attract new guests.” Marriott plans to leverage its resources to grow citizenM rapidly.

As part of the deal, Marriott will pay $355 million to acquire citizenM. After the transaction closes, citizenM’s hotels will operate under long-term franchise agreements with Marriott. This partnership is seen as highly beneficial; citizenM will maintain ownership of its real estate while gaining access to Marriott’s expansive distribution network.

According to a report by STR, the hotel industry is booming, with projections indicating a nearly 5% growth in net room additions this year alone. This trend highlights the increasing demand for innovative and stylish accommodations, making citizenM a timely addition to Marriott’s portfolio.

Reflecting on the partnership, Lennert de Jong, CEO of citizenM, stated, “We believe that combining forces with Marriott will allow us to reach more guests and further expand our unique concept into new markets.” As both companies look ahead, they are excited about the potential to enhance guest experiences while maximizing returns.

As the hospitality industry evolves, the merger of trend-focused brands like citizenM with established giants like Marriott signals a new era of guest-centric offerings.

For further insights on the evolving hotel landscape, explore more from sources like Hospitality Design.

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