On 28th April 2025, citizenM has entered into an agreement for the brand and its related intellectual property with Marriott International for US$355m, with a potential earn-out of up to US$110m. After transferring the brand to Marriott, the remaining company, partially owned by APG, will continue to own/lease and operate the current 36 hotels across Europe, The U.S., and Asia Pacific under franchise agreements going forward.
The citizenM global portfolio currently consists of 36 open hotels, comprising 8,544 rooms, across more than 20 cities spanning the U.S., Europe, and Asia Pacific, including gateway cities like New York, Paris, and Rome. The brand’s current pipeline includes three under-construction hotels totaling over 600 rooms that are anticipated to open by mid-2026, with the prospect of significant additional growth across Marriott’s global regions over the next decade.
Wider customer reach and improved profitability
Being part of the Marriott brand portfolio gives citizenM access to 200m+ Bonvoy loyalty members worldwide that will help to expand the customer reach, especially in the US, and decrease reliance on online travel agencies . This should further increase the revenue and decrease distribution costs of the remaining company and hence significantly enhance its profitability post full-integration and stabilization.
Enhanced asset value and liquidity
As an affordable luxury hotel brand that focuses on lifestyle and experience, citizenM is expected to continue its global growth into major urban cities around the world under Marriott’s ownership. This should further enhance the brand’s identity, presence and significance that will benefit the remaining company’s asset value and liquidity.