Marriott bets on disruptor citizenM
Magazin • 2.5.2025 • 43759
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Marriott bets on disruptor citizenM

What the deal tells us: Larger hotel chains under pressure to stay relevant

CitizenM Menlo Park
citizenM Menlo Park in Silicon Valley, a playful technology-orientated hotel on the edge of the Facebook campus, ideal for remote workers with a desire for life / © citizenM
2.5.2025

Marriott International has shaken up the hospitality industry with its recent acquisition of Dutch hotel brand citizenM. The 355-million-dollar deal, with a potential 110 million in performance-based earn-outs, gives Marriott a majority stake in the disruptive brand. It also means Marriott finally has a credible answer to rivals in the lifestyle space. 

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Autor

Sarah Douag

Sarah Douag

worked for a travel agency before she started writing for French media. From Cannes and Paris, she moved to lively Amsterdam, where she analyzes international hospitality trends and their backgrounds with razor-sharp precision.

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