Marriott International has acquired the brand and the intellectual property of tech-driven lifestyle chain citizenM, as it looks to expand its select-service and lifestyle offering.

The citizenM brand, founded in the Netherlands in 2008, has since developed into a chain of 36 properties in 20 cities across Europe, North America and Asia. The company plans to open an additional three properties under construction in the United Kingdom and Ireland.

CitizenM retains the real estate and will continue to operate the hotels.

The company opened its first property at Schiphol Airport, aiming to disrupt existing cookie-cutter concepts and capture the frequent traveler market.

Last year, the Financial Times reported that citizenM was exploring opportunities to sell. In late 2021, the company raised $1 billion from existing investors to accelerate expansion plans.

The company also made headlines in 2020 with the launch of a corporate subscription program targeting remote workers.

The Marriott deal includes further earn-out payments of up to $110 million dependent on the future growth of the brand over a number of years. These payments would not begin until the fourth year following closing of the deal.

“As we continue to drive best-in-class experiences for travelers, today’s announcement builds upon Marriott’s commitment to enhance options for guests and Marriott Bonvoy members,” said Anthony Capuano, president and CEO of Marriott International.

“We are thrilled to add citizenM as a unique, differentiated offering to our select-service brand portfolio as we continue to strengthen Marriott’s foothold in this valuable market segment around the world.”

Rattan Chadha, founder and chairman of citizenM, said he believes the relationship with Marriott will “greatly enhance citizenM’s global reach and brand impact.”

“Marriott as an organization shares our values and culture, and I am confident in their deep commitment in continuing our brand’s DNA into the future,” he said.

“CitizenM was created for frequent travelers, and Marriott’s distribution capabilities will allow us to welcome new modern guests,” said Lennert de Jong, CEO of citizenM.

“With the strength of Marriott’s development engine, we look forward to the prospect of many additional citizenM properties in new destinations around the world. This relationship will allow us to work together to maximize returns,” he said.

The citizenM deal is Marriott’s second in recent months with the hotel giant acquiring Postcard Cabins, a startup specializing in outdoor accommodation, in December 2024.

Marriott also recently struck a licensing deal for more than 10,000 Sonder units to join its portfolio. The deal saw Marriott pay Sonder $15 million.