Three under-construction properties, set to deliver over 600 rooms by mid-2026: Marriott
Marriott International, American hospitality giant, has announced a definitive agreement to acquire Dutch lifestyle hotel brand, citizenM, for USD 355 million.
In a press statement, Marriott says that the deal, which includes potential earn-out payments of up to USD 110 million tied to future growth, aims to broaden Marriott’s global footprint and enhance offerings for its 192-million-member Marriott Bonvoy loyalty programme.
The statement adds that the acquisition adds 36 operational hotels with 8,544 rooms across key markets in US, Europe and Asia Pacific, including New York, London, Paris and Rome. Three under-construction properties, set to deliver over 600 rooms by mid-2026, are also included, with Marriott projecting significant expansion opportunities across its global network over the next decade.
Marriott says that founded in 2008, citizenM has carved a niche with its design-forward approach, blending tech-savvy amenities-such as smart in-room systems and collaborative workspaces-with immersive art installations and efficient space utilisation. The brand targets value-conscious travellers seeking premium experiences at accessible price points, a demographic increasingly prioritised by major hospitality players.
Anthony Capuano
“As we continue to drive best-in-class experiences for travellers, today’s announcement builds upon Marriott’s commitment to enhance options for guests and Marriott Bonvoy members,” says Anthony Capuano, President and CEO, Marriott International.
“We are thrilled to add citizenM as 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. Marriott has a proven track record of growing acquired brands significantly by leveraging our global development ecosystem, the benefits of our industry-leading affiliation cost structure and the power of our award-winning Marriott Bonvoy loyalty platform,” Capuano adds.
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According to the press statement, post-closing, citizenM’s properties will transition to Marriott’s franchise system under long-term agreements, generating an estimated USD 30 million in annual stabilised fees. The transaction, expected to close in 2025 pending US regulatory approval, could lift Marriott’s full-year 2025 net rooms growth to nearly 5 pc, bolstered by citizenM’s pipeline and Marriott’s development infrastructure.
Rattan Chadha
“We are very excited about our agreement with Marriott and look forward to this pivotal next step for our future growth. I envisage this relationship will greatly enhance citizenM’s global reach and brand impact. Marriott as an organisation shares our values and culture and I am confident in their deep commitment in continuing our brand’s DNA into the future,” says Rattan Chadha, Founder and Chairman of citizenM.
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Lennert De Jong
“I am excited about citizenM’s future with Marriott International. citizenM was created for frequent travelers and Marriott’s distribution capabilities will allow us to welcome new modern guests. With the strength of Marriott’s development engine, we look forward to the prospect of many additional citizenM properties in new destinations around the world. We will continue to own our real estate and operate all our hotels. This relationship will allow us to work together to maximise returns,” says Lennert de Jong, CEO of citizenM.
Morgan Stanley and Eastdil Secured advised citizenM’s owners on the transaction, which includes deferred earn-out payments commencing four years post-closing. The move positions Marriott to compete more aggressively in the rapidly evolving budget-luxury segment, combining citizenM’s design ethos with Marriott’s operational scale.
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