Marriott International to acquire citizenM in strategic move to expand lifestyle and select-service portfolio

GLOBAL – Leading hotel brand Marriott International has announced its planned acquisition of citizenM in a move poised to significantly accelerate its global expansion in the lifestyle and select-service hospitality segments.

The transaction, valued at US$355 million, includes the acquisition of the citizenM brand and its associated intellectual property, positioning Marriott to further diversify its offerings to modern travelers.

Currently, citizenM operates 36 hotels with a total of 8,544 rooms across more than 20 major cities worldwide, including New York, London, Paris, and Rome.

Its pipeline includes three under-construction properties, adding more than 600 rooms, expected to open by mid-2026.

As part of the acquisition, the brand’s existing and pipeline hotels will enter into new long-term franchise agreements with Marriott, while the properties will remain owned and leased by the seller.

Post-acquisition, stabilized annual fees from the open and in-development hotels are projected to reach approximately US$30 million.

Additionally, the agreement includes potential earn-out payments of up to US$110 million, contingent on brand growth over a multi-year period, which would begin in the fourth year after closing.

Anthony Capuano, President and CEO of Marriott International, stated that the announcement built upon Marriott’s commitment to enhancing options for travelers and Bonvoy members.

He said the company was pleased to incorporate citizenM into its select-service brand portfolio, describing it as a unique and differentiated addition.

Capuano further noted that Marriott aimed to strengthen its position in this high-value segment and highlighted the company’s strong track record in scaling acquired brands through its development ecosystem, efficient cost structure, and the power of its loyalty platform.

Rattan Chadha, Founder and Chairman of citizenM, expressed optimism about the agreement with Marriott, viewing it as a pivotal milestone for the brand’s future.

He said he believed the collaboration would significantly boost citizenM’s global presence and brand recognition.

Chadha added that Marriott shared the company’s values and culture, and he felt confident in its commitment to preserving citizenM’s brand identity.

With citizenM’s emphasis on contemporary design and technology-driven guest experiences, the acquisition is expected to bolster Marriott’s appeal among modern travelers and expand its offerings for Marriott Bonvoy members worldwide.

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