Marriott International has just announced it is acquiring CitizenM, a unique lifestyle brand that combines select-service hotels with coworking environments. The deal, valued at $355 million, will see Marriott take ownership of CitizenM’s intellectual property and franchise the brand’s hotels, according to Coworking Europe.
With 36 hotels in over 20 cities, CitizenM has carved out a niche catering to modern, mobile professionals. The brand is known for its tech-savvy, efficient accommodations, which feature smart in-room design, communal spaces filled with local artwork, and collaborative workspaces, appealing to remote workers and business travelers alike.
CitizenM’s current portfolio includes 36 open hotels and a pipeline of three more properties slated to open by mid-2026. The brand’s long-term expansion plans are set to accelerate under Marriott’s global reach, particularly with the backing of Marriott’s Bonvoy loyalty platform.
According to Marriott, this acquisition will help expand its global select-service portfolio and provide more options for guests and Bonvoy members.
Marriott’s CEO, Anthony Capuano, called it a “unique” and “differentiated offering” that fits into Marriott’s strategy to strengthen its presence in the growing market, according to their press release.
Despite the integration into Marriott’s portfolio, CitizenM will retain control of its real estate and operations. Its leadership confirmed that the brand will continue to operate under long-term franchise agreements with Marriott, which will allow CitizenM to maintain its distinct brand identity while benefiting from Marriott’s distribution and development capabilities.
Marriott sees significant potential in the deal, with projected stabilized annual fees from CitizenM’s open and under-construction hotels totaling around $30 million. The company is also eyeing further growth in the coming years, with analysts predicting a net rooms growth rate of nearly 5% for Marriott in 2025.
This acquisition marks a significant step for Marriott into the growing lifestyle and flexible workspace market, which has been gaining traction in the hospitality industry. With Marriott’s resources behind it, CitizenM is set for further expansion, potentially bringing a fresh approach to hotel stays that cater to both work and leisure needs.
