Marriott big blow. You buy citizenM, now that's a super interesting sign (even in Italy)

Marriott International announced that it has reached an agreement to acquire citizenM, one of the most innovative lifestyle brands in the select-service segment, this deal represents an important step forward in Marriott's global expansion strategy, which is increasingly focused on enriching its offerings with modern, technological options designed for travelers.

With this acquisition, Marriott aims to accelerate the growth of its lifestyle hotel portfolio, going on to strengthen its presence in major metropolitan areas around the world. At present, citizenM's global network has 36 hotels , with a total of 8,544 rooms spread across more than 20 cities in the United States, Europe and Asia Pacific. We could say that this is the answer to Hilton, which got its hands on the Graduate sign last year.

CitizenM hotels: innovation, art and smart hospitality

Born in 2008 in the Netherlands, the brand citizenM stood out early on for its revolutionary approach to hospitality: compact yet hyper-functional rooms, integrated technology, large public spaces furnished with artwork and local design pieces, co-working areas, and creative meeting rooms. All hotels offer a seamless and modern experience, with grab-and-go food & beverage options and lively rooftop bars. The brand targets frequent travelers, young professionals and smart workers who seek comfort, practicality and style without compromise.

citizenM in Rome the only Italian facility

Italy, the brand is present with citizenM Rome Isola Tiberina, the first (and currently only) citizenM hotel opened in our country. Situated in a unique location, on the Tiber Island, a stone's throw from Trastevere and the historic heart of Rome, this hotel brings to the center of the Eternal City all the contemporary, minimalist and international style that characterizes the brand.

The rooms, in keeping with citizenM's philosophy, are compact yet hyper-technological, with home automation control of lights, curtains and air conditioning directly from the tablet provided or from guests' smartphones. Common spaces invite socializing and working in dynamic environments enhanced by contemporary artwork and designer furnishings. A perfect new option for those seeking a smart stay in the Capital without sacrificing comfort and style.

We hope in citizenM soon in Marriott Bonvoy

Currently, citizenM offers its own loyalty program called citizenM+. Membership in citizenM+ requires an annual fee and entitles you to numerous benefits, including: guaranteed access to a room even with last minute booking, fixed discount of 10% on all reservations, free early check-in from 2 p.m., late check-out until 4 p.m., and free priority upgrades when available. A different membership model that obviously never appealed to me even though they often threw interesting Status Matches.

With the acquisition by Marriott, it is very likely that in the near future there will be a gradual integration or harmonization between citizenM+ and Marriott Bonvoy, creating new opportunities for both the brand's loyal customers and the millions of global program members.

An increasingly global future for citizenM (and for Marriott Bonvoy)

Anthony Capuano, president and CEO of Marriott International, commented: "We are excited to add citizenM as a unique and differentiated offering to our brand select-service portfolio. With citizenM, we strengthen Marriott's presence in a highly strategic market segment, offering our guests and Bonvoy members new dynamic and contemporary experiences."

Rattan Chadha, founder and president of citizenM, expressed great satisfaction:  "Marriott shares our values and culture. I am confident that they will be able to carry on citizenM's unique DNA, enabling the brand to expand into new markets."

Lennert de Jong, CEO of citizenM, emphasized that the agreement is a springboard for growth: "With Marriott's distribution strength and continued management of our properties, we will continue to offer an authentic experience to our guests, reaching new destinations around the world."

In conclusion

With this move, Marriott once again demonstrates that it wants to preside over every market segment, focusing on brands capable of attracting modern travelers. The acquisition of citizenM is not just a financial transaction: it is an investment in the future of smart, young and global hospitality. And for those who travel by accumulating points, it opens up new, very interesting opportunities.

• Bonvoy