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Marriott Receives FTC Green Light for $355M CitizenM Acquisition

By  |  June 18, 2025

Marriott International has cleared a key regulatory hurdle in its planned acquisition of CitizenM, a Netherlands-based hotel brand, following antitrust approval by the Federal Trade Commission. The approval, noted in a June 16 filing, paves the way for Marriott to integrate the lifestyle hotel operator into its global brand portfolio.

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    The acquisition, first announced in late April, is valued at $355 million. Per a statement, Marriott will take ownership of the CitizenM brand and its associated intellectual property upon finalizing the transaction. However, the real estate and hotel operations will remain under CitizenM’s control.

    CitizenM’s footprint includes 36 lifestyle-focused, select-service hotels located in the U.S., Europe, and the Asia-Pacific region. These properties will transition into Marriott’s system under long-term franchise agreements, according to a statement. The deal also covers three additional CitizenM properties currently under development, expected to open in 2026.

    Industry observers have noted that Marriott will need to manage potential brand overlap between CitizenM and its existing lifestyle brand, Moxy. Both brands share similarities: they are designed for urban settings, appeal to younger travelers, prioritize shared social spaces, and feature compact, design-forward guest rooms.

    Despite these similarities, Marriott leadership has expressed confidence in its ability to preserve CitizenM’s distinct identity. Marriott’s Chief Financial Officer Leeny Oberg previously told Hotel Dive that the company has a history of successfully integrating new brands while maintaining their unique market appeal.

    This acquisition reflects a broader trend in the hospitality industry, as major players increasingly focus on expanding their presence in the competitive lifestyle segment.

    Source: Hotel Dive