In late April 2025, Marriott announced yet another hotel group acquisition, as it continues toward its goal of ensuring that every bed in the world is Marriott branded. 😉 There’s now an update, as this acquisition has been completed, so we have a sense of the timeline with which we’ll see this Marriott Bonvoy integration happen.
In this post:
Marriott taking over lifestyle hotel brand citizenM
Marriott has completed its acquisition of citizenM, a lifestyle hotel brand in the select-service segment. Marriott paid $355 million to acquire the brand and related intellectual property. The expectation is that citizenM properties will become part of Marriott’s system, with the hotels owned and leased by the seller, subject to long-term franchise agreements with Marriott. Stabilized fees for the current properties are expected to be around $30 million annually.
The citizenM brand consists of 37 open hotels, comprising 8,789 rooms, across more than 20 cities in the United States, Europe, and Asia Pacific. The brand’s current pipeline includes two under construction hotels, totaling over 300 rooms, that are anticipated to open by mid-2026. The goal is to grow the brand way beyond that, especially with the backing of Marriott.
So, when will these hotels join Marriott Bonvoy? The expectation is that the properties will be fully integrated by the end of 2025. In the meantime, citizenM properties will remain bookable directly, and citizenM’s subscription program will continue for the time being. In the near future, the company plans to announce details of how the program will work evolve.
For those not familiar with the citizenM brand, here’s how the concept is described:
The citizenM brand is known for its genuine service, tech-savvy in-hotel experience, highly efficient use of space, and focus on art and design. The brand, founded in 2008, caters to a growing demographic of value-conscious travelers looking for technology-driven accommodations with features like smart in-room design, indoor and outdoor common spaces featuring immersive artwork and local artifacts, comfortably appointed living rooms that serve as collaborative workspaces, creative meeting rooms, grab-and-go food and beverage options, and lively rooftop decks.
Here’s how Marriott CEO Anthony Capuano describes this deal:
“As travelers continue to seek innovative lodging offerings that blend technology with genuine, people-first hospitality, the citizenM brand is the perfect addition to our portfolio. Marriott has proven success in growing select-service lifestyle offerings, including our AC, Moxy, and Aloft brands, and we look forward to accelerating citizenM’s global reach with our guests and Marriott Bonvoy members around the world.”
My take on Marriott’s citizenM acquisition
I’m not sure I have any terribly passionate take on this development. We know that Marriott is about quantity over quality. As Marriott’s CEO has jokingly said, “I worry they’re going to put a ‘net rooms growth’ figure on my tombstone.” And more seriously, he has also said “we want to capture as close to 100% of your travel wallet as possible.”
I know some people like the citizenM brand when it comes to select service properties. With citizenM joining Marriott’s portfolio, I imagine the impact will be as follows:
- It’ll be possible to earn some number of Bonvoy points and elite nights for stays here (though there’s very little consistency nowadays when it comes to how you’re rewarded at various brands, and Marriott’s newest brand doesn’t even offer elite nights)
- On average, citizenM rates will no doubt go up, given the distribution power of Marriott, plus the popularity of the loyalty program
- I wouldn’t expect Marriott’s acquisition of citizenM to be great in terms of innovation or guest experience at citizenM properties; as an independent player, the brand definitely had to try harder to win business
- I’m not sure I entirely understand the difference between citizenM and some existing Marriott brands, like Aloft and Moxy; then again, differentiation between Marriott brands isn’t exactly a priority
Bottom line
Marriott has acquired the citizenM hotel brand, in order to grow its presence in the select-service segment. Many people like the citizenM brand, so this is a double edged sword. It’ll eventually be possible to earn and redeem points for stays at citizenM properties, though at the same time, I’d expect that being part of Marriott will drive up rates, and stifle innovation.
What do you make of Marriott taking over citizenM?
As mentioned in a previous post, lets forget about customer care for awhile.
The top management of Marriott, Hilton and Hyatt are focused only on expansion, never minding quality control of all these new properties their brands.
Have a legitimate problem now, don't expect it will be solved well, if you reach to management, don't expect it to go well.
Have stayed at one in Seattle this year and for two people you have to climb over one another to move in bed awful. Very small rooms would never use CitizenM again.
Terrible news... might do what Sonder does with the weird mandatory pre-check in after booking and retain some autonomy, what's more likely is that citizenM becomes a DIY hotel (with staff to support), welcome drinks go away, and the paid members (citizenM+) get converted into Marriott Gold Elite, which is the equivalent to a driver's license because practically everyone browsing this site has it.
CNBC News 3 March 2028: "Marriott CEO Anthony Capuano stepped down today after admitting the giant hotel chain had over-extended themselves through constant acquisitions and were haemorrhaging money."
Seems like Marriott has decided the big opportunity is at the low end with people willing to pay a bit more for a bit less compared an independent hotel. I have to agree there is value to having some assurance that a place isn't a complete dump.
As a lifetime Titanium I'd be rooting for them all the way if they would just deliver on the promises they make to customers and discipline properties that fail to do the same.
There's Google reviews for that. CitizenM is already fairly expensive for what it is, though I am sure Marriott will be able to get a bit of extra money out of American tourists visiting Europe and being too wedded to Bonvoy and/or wary of trying anything unfamiliar to book a local hotel, or even an Accor property for that matter.
There goes CitizenM as a budget alternative in big cities.
Yup. Gutted. :(
Sometimes I wonder, when Marriott is pitching to hotel owners, do they say something like "And you don't even have to treat Marriott elites well, they're used to abuse and zero-recognition now".
Yay.
Marriott will bonvoy another hotel chain.