Lifestyle Brand Citizenm acquired by Marriott International for $ 355 million

International Marriott is on a wave of purchase, and that changes our way of thinking the hotel giant. With more than 9,300 properties and 1.7 million rooms around the worldMarriott is already the largest hotel company in the world with a portfolio of 30 brands + which range from ultra-luxe to more budget. For members of Marriott Bonvoy, this growing portfolio means much more than new places to stay – it means more means to win and exchange points, more destinations that correspond to different budgets and travel styles, and more value overall.

The latest move from Marriott – has just announced this week – is its acquisition of $ 355 million in CitizenThe Dutch hotel brand known to transform tiny rooms (less than 200 square feet) into chic and experienced spaces and social halls in social hubs for work and game. The dream of a Gen Z traveler, the properties of Citizenm have mood lighting in its rooms (which you control using your phone) and bars on the attractive roof – all at an affordable price between 100 and $ 250 depending on the location and the reservation time.

Citizenm was founded in 2008 with a single hotel at Amsterdam Schiphol airport and has since passed at 36 hotels and 8,544 rooms in more than 20 world cities. With the new extension to the United States, the brand does not slow down. Marriott’s support only adds the confidence that there is even more demand in this space.

“We have built Citizenm for a new generation of travelers who appreciate the design, efficiency and a good atmosphere on traditional luxury,” said the founder Rattan Chadha. “Now, with Marriott, we can grow faster and more intelligently – without losing who we are.”

CEO of Marriott Anthony Capuano Also expressed his enthusiasm about the acquisition, saying: “Citizenm’s innovative approach in hospitality corresponds perfectly to Marriott’s strategy to provide customers with various and high quality experiences. We are delighted to welcome Citizenm to the Marriott family and expand our offers for travelers who are looking for something new and modern. ”

But Citizenm is not the only brand that Marriott is on board. In recent years, the company has made several other acquisitions to diversify its offers:

• Probe (2024): Marriott has teamed up with probe, bringing more than 10,000 apartment style units in the Marriott Bonvoy program. Probe offers more flexible apartment stays for longer trips, with prices generally ranging from $ 80 at $ 300 per night Depending on the city and the length of the stay. This is to probe an excellent option for travelers looking for home equipment on the go.
• City Express (2023): Marriott entered the intermediate market in Latin America by acquiring City Express, adding thousands of affordable rooms in the region. The average prices of rooms in the hotels of the Express city are generally $ 50 to $ 100 per nightThis makes it a budgetary choice for travelers who are looking for accommodation without frills.
• Postal cabins (2024): Expansion in outdoor accommodation, Marriott has added a new cabin style option with postcards. The prices of these comfortable and nature stays generally vary from $ 150 at $ 300 per nightdepending on the location and amenities. These cabins are aimed at travelers who want to connect with nature without sacrificing comfort or style.

With its latest transaction, Marriott is now expecting complete growth of the net rooms of the year 2025 to approach 5%.