Marriott International acquires CitizenM for $355 million

Lifestyle pioneer CitizenM joins world's largest hotel group

Marriott International has announced its acquisition of Dutch hotel chain CitizenM for US$355 million. With this, Marriott strengthens its position in the growing lifestyle segment and adds an innovative and design-oriented player to its portfolio.

From Schiphol to the world's top

CitizenM was founded in 2008 by Rattan Chadha, former owner of fashion brand Mexx. With a pioneering hotel concept - smart, compact rooms, self-service check-in and atmospheric residential lounges - CitizenM quickly gained international ground. The chain now has 36 hotels in global cities such as Amsterdam, London, Paris, New York and Singapore.

Independent brand, global network

After the acquisition, CitizenM will continue to operate as an independent brand, but will benefit from Marriott's global distribution strength and Bonvoy loyalty programme. The current hotels will continue to run under long-term franchise agreements. In addition, the deal provides for a potential bonus payment of up to $110 million, depending on future growth.

Strategic expansion

With the acquisition, Marriott is responding to the growing demand for stylish, flexible and affordable hotel concepts for the modern, urban traveller. The integration of CitizenM is part of a broader strategy to expand its offering in the lifestyle and select-service segment worldwide.

A milestone for Dutch hotel industry

The sale to Marriott marks an important moment for the Dutch hotel industry. A concept that started at Schiphol Airport is growing into a global brand through this acquisition - while retaining its distinctive DNA.