Editor’s note: This story is developing and will be updated.
Marriott International will acquire the Netherlands-based CitizenM hotel brand for $355 million, the company announced Monday.
The acquisition is intended to accelerate Marriott’s global expansion in the select-service and lifestyle lodging segments, according to the company. Once approved by regulators, the move will add 36 select-service lifestyle hotels in the U.S., Europe and Asia Pacific to Marriott’s portfolio, as well as three under-construction hotels when they open in 2026.
In a statement, Marriott CEO Anthony Capuano called CitizenM “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,” adding that Marriott has a “proven track record” for “significantly” growing acquired brands.
Marriott will acquire the CitizenM brand and related intellectual property. After the acquisition closes, the CitizenM portfolio will be part of Marriott’s system and subject to long-term franchise agreements with Marriott.
CitizenM will continue to own its real estate and operate the hotels. Marriott projects stabilized fees for the open and under-construction hotels will be approximately $30 million annually.
“This relationship will allow us to work together to maximize returns,” said CitizenM CEO Lennert de Jong, in a statement. “We look forward to the prospect of many additional citizenM properties in new destinations around the world.”
Founded in 2008, CitizenM is known for its focus on art and design, its tech-savvy in-hotel experience and “highly efficient” use of space, according to Marriott.
The hotel chain caters to value-conscious travelers with tech-driven accommodations, indoor and outdoor common spaces and rooftop decks, collaborative work areas and meeting zones, and grab-and-go food and beverage options, per Marriott.
Assuming the transaction closes in 2025, Marriott now expects full-year 2025 net rooms growth to approach 5%, according to the announcement.
Marriott did not immediately respond to a Hotel Dive request for comment.
