Exciting news for travelers who love to use points to book hotels and still enjoy the Marriott Bonvoy Program. Marriott International has announced the acquisition of the citizenM hotel brand for $355 million. This deal includes the brand’s intellectual property, with the hotels owned and leased by the seller now subject to new long-term franchise agreements with Marriott. This will bring 36 new hotels to Bonvoy across Europe, Asia and North America.
About CitizenM Hotels
CitizenM, known for its tech-forward features and artsy aesthetic, has been an industry disruptor since its launch in 2008. With this acquisition, citizenM will join the Marriott Bonvoy portfolio, adding a unique and differentiated offering to Marriott’s select-service brand lineup. Newer hip hotels, that will fit into the “Marriot Select” portfolio. I see CitizenM Hotels to be inline with Aloft hotel sand Moxy hotes.
The acquisition adds 36 hotels—more than 8,500 rooms—to the Marriott portfolio. Additionally, three more hotels are expected to open by mid-next year as they are currently being built. The new citizenM Hotels are in Dublin, London, and Washington DC. This will bringing another 600 rooms online for the Marriott family. This expansion strengthens Marriott’s foothold in the valuable market segment of tech-savvy, design-conscious travelers.
CitizenM opened its first property at Amsterdam’s Schiphol Airport in 2008 and quickly expanded, adding another Amsterdam property in 2009, one in Glasgow in 2010, and another in London in 2012. The hotels has been growing rapidly and I am hopeful that Marriott will not squash this new brand.
Thus far citizenM hotels are strategically located in major cities, offering smaller, efficiency-forward rooms with a clean and contemporary design. Hence the earlier comparison to Moxy and aloft. Guests enjoy a fully digital experience through the citizenM app, which enhances their connection with the surrounding city.
Each citizenM hotel is designed with business travelers in mind. The brand aims to provide a hybrid experience, offering spaces for business meetings, free Wi-Fi, comfortable furniture, and 24/7 food and drinks. This approach allows guests to live as “mobile citizens” (citizenM for short).
Bottom Line
Marriott’s acquisition of citizenM is a significant move for travelers who value efficiency, connectivity, and design. With the addition of citizenM to the Marriott Bonvoy portfolio, points enthusiasts have even more options for their next stay. Whether you’re traveling for business or leisure, citizenM’s unique offerings are sure to enhance your experience. It will likely be several months before you can earn and burn Bonvoy points at CitizenM hotels, but it is coming
Stay tuned for more updates on this exciting acquisition and how it will impact your travel plans
