History is full of examples where big companies have bought smaller, innovative ones, before accidentally stripping away the very things that made them special.
In fact, this article follows on from a previous blog I wrote on the CitizenM acquisition, which sparked a huge amount of interest and feedback. There were concerns, hopes, and thoughtful insights from hoteliers, consultants, travellers, and those with a stake in the hospitality industry.
Some worried that the brand would lose its edge, whilst others hoped that Marriott would protect what has made CitizenM so appealing. One comment captured it perfectly: “This is a great opportunity for Marriott to improve its own DNA with that of CitizenM.” Another noted, “The real test now: will they preserve CitizenM’s DNA or dilute what made it valuable?”
'This is a great opportunity for Marriott to improve its own DNA with that of CitizenM.'
Interestingly, I also received a more cynical take via direct message, where the author suggested this could be a classic case of a 'catch and kill' strategy; acquiring what couldn't be built in-house, only to slowly erode its soul and originality within a larger corporate machine.
Whilst 'catch and kill' strategies certainly do exist, I personally think that’s way too cynical in this scenario. Marriott has paid a strong price for a proven concept and I don’t believe the intent is to smother CitizenM, but rather to help it grow. It seems that the real risk here isn’t bad intent, it’s the possibility of poor execution. If Marriott don’t get the integration right, then yes, it might accidentally resemble a ‘catch and kill’ outcome. But is that the same as setting out to kill the brand? No. What happens next is down to how well Marriott listens, learns and adapts.
Cast Studies
During my MBA, we analysed a lot of case studies on mergers and acquisitions. Numbers invariably grabbed the headlines — costs, valuations, growth projections — but the reality is that cultural fit and the way companies are brought together day-to-day are more often what determine whether things work out okay. I always remember the merger between Daimler-Benz and Chrysler. It was billed as a "merger of equals," but it was anything but. The two companies struggled to align, especially when it came to culture and how they operated, so it ultimately ended in a split. It's a good reminder that alignment and good communication — including listening to the customer and the market — is everything.
CitizenM has built real loyalty among younger travellers by offering a smart mix of style, tech, convenience, and a consistent experience across cities. It feels fresh and modern, not corporate. Its fans—mainly Millennials and Gen Z—aren’t just looking for a place to sleep. They’re looking for a feeling, a vibe, something that fits how they live and travel.
CitizenM Shoreditch
How can Marriott grow CitizenM without losing it's special sauce?
Here are a few suggestions:
1. Let CitizenM Run Its Own Show
Marriott could take a leaf from Accor's book. Their lifestyle brands (like The Hoxton) were brought under the Ennismore joint venture. This has allowed those brands to keep their independence whilst still getting the benefits of Accor's global reach. I think it's important for Marriott to give CitizenM a similar type of freedom.
2. Bring in an Outside Perspective
An external innovation and brand partner could be a smart move. This kind of role helps keep the integration honest, and an independent partner can allow someone to flag when things start feeling too corporate or when the guest experience is drifting from what made the brand special in the first place. I've worked with an external validation partner for almost a decade on a range of critical areas such as brand, product & feature innovation, marketing strategies, and more. In today's fast paced world, it's useful to have external experts on hand who have their finger on the pulse of the latest trends.
3. Keep the People and Culture
Intact The tech and design get a lot of attention, but it's the people who deliver the magic. I was speaking on a panel at a luxury hospitality event in London this week and we discussed the CitizenM acquisition. A very experienced hotelier was raving about his first-hand experience of just how good the service is, musing that he doesn't know "...where they get their staff from"; a clear indication that the service is a level above the industry norm. Marriott should look closely at how CitizenM hires and trains its teams. There’s probably a lot to learn, and maybe even to apply elsewhere.
4. Let CitizenM Inspire, Not Just Convert
Rather than using CitizenM just to funnel guests into other Marriott brands, there's a big opportunity to use it as inspiration. If other lifestyle brands in the group (like Moxy or Aloft) can learn from CitizenM’s clarity and consistency, then there's a big potential win there for Marriott. They need to be careful not to change CitizenM to fit everything else.
5. Be Careful With the Tech
CitizenM’s smooth, app-driven guest experience is a big part of its appeal. Any systems integration needs to be thoughtful and light-touch. Again, a good example of where external expertise to validate and integrate can be extremely useful. Don’t let internal processes slow things down or make things clunky.
6. Make Bonvoy Fit CitizenM, Not the Other Way Round
It makes sense to bring CitizenM into Marriott Bonvoy. However, rather than forcing it to behave like every other brand in the programme, maybe Bonvoy could flex a little. What is Marriott created something that feels native to CitizenM guests, such as a separate experience layer within the loyalty app?
Getting Lifestyle Right...
Looking at what Hilton did with Graduate Hotels or Hyatt’s acquisition of Dream and its investment in the Unbound Collection, it’s clear that many of the big players are trying to get lifestyle right. These acquisitions may look promising, but we’re still early in the journey. The success of these integrations will come down to what happens next. How are these brands thinking about scaling, supporting, and protecting their newest assets over time? Nobody has a formula perfectly nailed and there's certainly room for improvement and external expertise.
Marriott now has the chance to do something bold and different, but it will require some restraint, humility, and a willingness to learn from what CitizenM already does well. Real wins won’t come from a copy-paste expansion of the footprint, it will more likely come from preserving what makes CitizenM popular, whilst allowing that influence to elevate sister brands and the business as a whole.
Also Read: What does Marriott’s acquisition of CitizenM mean and the impact on the competition
Alan Newton - Follow Alan
CURRENTLY RAISING 💰 - 2nd Time Founder | CEO | Redefining virtual tours & visual media using AI and automation | COO | Writer | Coach & Advisor to Founders and Aspiring Entrepreneurs | Orphaned 🐘 Adopter
