Marriott Vacations Worldwide Acquires citizenM to Expand Global Select-Service Portfolio
- Marriott International acquires citizenM to enhance its global select-service portfolio and meet evolving traveler preferences.
- CitizenM will operate independently during integration, with plans to join Marriott Bonvoy post-transition.
- This acquisition diversifies Marriott’s offerings, catering to value-conscious travelers seeking unique, tech-driven hospitality experiences.
Marriott Expands Global Offerings with CitizenM Acquisition
Marriott International enhances its global select-service portfolio with the acquisition of the innovative lifestyle brand citizenM, finalized on July 23, 2025. This strategic move allows Marriott to offer a broader range of lodging options to its guests and Marriott Bonvoy members in various destinations worldwide. Currently, citizenM operates 37 hotels, totaling 8,789 rooms across over 20 cities in the U.S., Europe, and Asia Pacific, with plans for two additional hotels that will add more than 300 rooms to Marriott’s offerings. This expansion aligns with Marriott’s commitment to meeting the evolving preferences of travelers who seek modern, tech-driven accommodations.
Anthony Capuano, President and CEO of Marriott International, emphasizes that citizenM's approach to genuine hospitality and technology aligns seamlessly with the shifting demands of today’s travelers. The integration of citizenM into Marriott’s extensive portfolio is expected to accelerate the brand's global reach, drawing on Marriott's proven track record in successfully expanding select-service lifestyle brands like AC, Moxy, and Aloft. This acquisition not only strengthens Marriott's position in the market but also enhances its capability to attract value-conscious travelers looking for unique hospitality experiences.
As the integration process begins, citizenM will continue to operate its properties independently, allowing bookings through its digital channels until the transition is complete later this year. During this time, members of citizenM's subscription program will retain their benefits, ensuring continuity for existing customers. Following full integration, citizenM will join the Marriott Bonvoy loyalty program, further enhancing the value proposition for its members and providing them with access to a broader range of accommodations and benefits.
In addition to the acquisition, Marriott's strategy reflects a growing trend in the hospitality industry towards lifestyle brands that prioritize technology and guest experience. By incorporating citizenM's unique offerings, Marriott positions itself to cater to a demographic that values modern design and efficiency in lodging. This move not only diversifies Marriott’s portfolio but also sets the stage for future growth in an increasingly competitive marketplace.
Overall, the acquisition of citizenM represents a significant step for Marriott International as it continues to adapt to the changing landscape of the hospitality industry. With a focus on innovative lodging experiences and a commitment to exceptional service, Marriott aims to solidify its leadership in the global travel market.
