In early 2025, Marriott announced the acquisition of “innovative lifestyle brand” CitizenM for US$355 million – now these hotels have been officially included in the Marriott Bonvoy booking platform.
Lennert de Jong, CEO of CitizenM, an independent hotel brand founded in 2005, told TPG that CitizenM has always viewed its brand as a living person. “We were a baby and then we managed to get the baby through the first few years, the first hotel,” DeJong said. “Then we become children [with] The occasional tantrum: You know, what are we going to do with this brand? How about being in New York? “
With over 35 hotels across the globe and the opportunity to join the world’s largest loyalty program, it’s safe to say that CitizenM raised the baby. “Now,” he said, “it is time to send our beautiful maiden to college.”
Over the past few years, Marriott (and every other major hotel brand) has been acquiring lifestyle brands left and right. It is therefore not surprising to see CitizenM join the ranks, especially given the scale of the brand and its properties in prime locations and trendy neighborhoods in cities such as London, New York, Paris and more.
But beyond what De Jong calls “a great location,” what really sets the brand apart is its atmosphere, ethos and unique, technologically advanced and streamlined approach to hotel management.
“us [named] Our brand follows mobile citizens, people who travel frequently, and we focus on people’s frustrations,” explains DeJong. “We focus on what really matters and eliminate the things that frustrate you. “
First, the check-in experience was fast and efficient. It typically relies on a painless self-check-in model via touch-screen kiosks.
Unlike a traditional lobby, guests will find a vibrant living room-like space with ample seating, plenty of visually appealing elements, games, books and a bar-restaurant called CanteenM. The space, described in marketing as “curated chaos,” is designed to make guests think, “Wow, I want to invite a friend here to hang out with me.”
CitizenM’s guest rooms are also a bit unconventional. Previously, TPG described the rooms as small and cramped, but interesting and functional. Guests will find a queen-sized bed, often leaning against a large window with an Instagram-worthy view. There will also be a TV on the wall, storage under the bed, a very small toilet and shower hidden behind the opaque wall, and a small sink area in the main space. For the most part, the rooms in all the brand’s hotels are the same. It’s safe to say they’re not for everyone, but everyone should give them a chance.
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De Jong explains that the bedrooms are designed to be efficient and beautiful. De Jong thinks that although they are small, if they have all these great design qualities, does size really matter? When you’re at home, “you walk out of your bedroom, into your living room, make yourself a cup of coffee. No matter what time of day it is, you can pull something out of the refrigerator,” he said. “That’s how I describe what CitizenM does.”
Today’s CitizenM guests run the gamut, from road warriors who stay dozens of nights a year near major business districts, to cool kids who travel the world drinking coffee and cocktails in the world’s trendiest neighborhoods. Being able to welcome both types of guests—and everyone in between—is largely by design.
“I think it’s true that a lot of brands — well, maybe not even brands — a lot of the experiences you have every day are a little bit generic because they’re trying to be everything or, you know, they’re trying to be something for everyone,” he said. “Whereas CitizenM is trying to be everything to someone.”
Now, with more than 230 million Marriott Bonvoy members, that “someone” is about to become a whole bunch of “someones.” But don’t expect a traditional Marriott Bonvoy experience at a CitizenM hotel: The nature of the brand requires a unique approach to traditional loyalty programs.
“Bonvoy members are used to differentiated experiences. Whether you stay at a Ritz-Carlton or a Moxy, you know, they’re different experiences, and the way you get your benefits may be slightly different from hotel to hotel, but overall the benefits are the same, right?” DeJong said.
However, since CitizenM has a streamlined and technology-focused self-check-in process, the brand’s computer system will handle all the work for members through a specially designed program that connects CitizenM and Marriott Bonvoy. There, guests with elite status can choose from different room categories (for example: an upper-floor room at New York’s towering CitizenM Bowery hotel) or use food and beverage points at CanteenM.
“We will do our best to maintain our friendly, human ambassador attitude [as possible]. But at the same time, we will recognize our transactional obligations to each of the different states in the field [Marriott Bonvoy] ecosystem. “
Marriott Bonvoy members also receive Elite Night Points (on qualifying stays) and a standard number of Marriott Bonvoy Points (plus more points for higher elites). They will also enjoy other standard benefits at CitizenM hotels around the world.
As of this writing, award pricing for popular CitizenM locations fluctuates with Marriott Bonvoy’s dynamic pricing. While some hotels appear to still be uploading award availability, TPG found that stays at CitizenM London Shoreditch (a personal favorite) start at 40,000 points per night and go up to 67,000 points per night at CitizenM Paris Opera.
Now, only time will tell if DeJong and his team are sending their kids to the right “college,” and if Marriott Bonvoy loyalists will embrace the unconventional brand.
De Jong is curious to know if he has a favorite property that new CitizenM recruits could land a deal on, quick to say: “It’s always hard. It’s like, ‘Who’s your favorite kid,’ you know?” But nonetheless, he has good things to say about the brand’s stores in Paris and New York. We will definitely check them out soon.
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