Lifestyle Brand CitizenM Acquired By Marriott International For $355 Million
Marriott International is on a buying spree, and it's changing the way we think about the hotel giant. With more than 9,300 properties and 1.7 million rooms worldwide, Marriott is already the largest hotel company in the world with a portfolio of 30 + brands that range from ultra-luxury to more budget friendly. For Marriott Bonvoy members, this growing portfolio means a lot more than just new places to stay—it means more ways to earn and redeem points, more destinations that fit different budgets and travel styles, and more value overall.
CitizenM
Marriott's latest move - just announced this week - is its $355 million acquisition of CitizenM, the Dutch hotel brand known for turning tiny rooms (under 200 square feet) into chic, tech-savvy spaces, and lobbies into buzzing social hubs for work and play. A Gen Z traveler's dream, CitizenM's properties feature mood lighting in its rooms (which you control by using your phone) and attractive rooftop bars - all at an affordable price tag of between $100 and $250 per night depending on the the location and time of booking.
CitizenM
CitizenM was founded in 2008 with a single hotel at Amsterdam's Schiphol Airport and has since grown to 36 hotels and 8,544 rooms across more than 20 global cities. With the new expansion to the U.S., the brand isn't slowing down. Marriott's backing only adds confidence that there is even more demand in this space.
'We built CitizenM for a new generation of travelers who value design, efficiency, and a good vibe over traditional luxury,' said founder Rattan Chadha. 'Now, with Marriott, we can grow faster and smarter—without losing who we are.'
Marriott CEO Anthony Capuano also expressed his excitement about the acquisition, saying, 'CitizenM's innovative approach to hospitality fits perfectly with Marriott's strategy to provide guests with diverse, high-quality experiences. We're thrilled to welcome CitizenM into the Marriott family and expand our offerings for travelers who are looking for something fresh and modern.'
CitizenM
But CitizenM isn't the only brand Marriott is bringing on board. In the past few years, the company has made several other acquisitions to diversify its offerings:
With its most recent transaction, Marriott now expects full year 2025 net rooms growth to approach 5 percent.
CitizenM
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