citizenM will maintain ownership of its real estate while leveraging Marriott’s powerful development engine and the reach of the Bonvoy loyalty program
Apr 29, 2025
Marriott International announced it will acquire the lifestyle hotel brand citizenM, aiming to expand its select-service and lifestyle offerings. This acquisition will help Marriott grow globally and offer more options to guests and Marriott Bonvoy members.
Key takeaways
- citizenM portfolio: 36 hotels with 8,544 rooms in over 20 cities worldwide; 3 more hotels under construction, expected by mid-2026.
- Brand characteristics: Tech-savvy, art- and design-focused, efficient spaces for value-conscious travelers.
- Deal details: Marriott to pay $355 million upfront, with potential earn-outs up to $110 million based on future growth.
- Post-acquisition plans: citizenM hotels will join Marriott’s system under new long-term franchise agreements; projected stabilized annual fees of ~$30 million.
- Leadership comments: Both Marriott and citizenM leadership see strong alignment in culture and growth opportunities.
- Growth impact: Marriott expects its net room growth to approach 5% in 2025 after the acquisition closes (pending regulatory approval).
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