Hotelier citizenM Shook Up Hospitality With Its Subscription — After Being Acquired By Marriott, Who Is It For?

Any time a promising new hotel chain starts gaining traction, it usually feels like a countdown until a giant like Marriott, Hilton, or IHG swoops in. That’s been especially true in recent years as major hospitality brands have been putting their capital to work.

• Hilton bought Graduate Hotels for $210M and acquired Sydell Group to expand the NoMad Hotels brand.
• Hyatt picked up Mr & Mrs Smith, The Standard, and Playa Hotels to grow its luxury lineup.
• And Marriott? Aside from some shaky partnerships and new brand launches, its biggest acquisition has been a lesser-known European micro hotel chain called citizenM.

The M now stands for Marriott: What began as a quirky airport hotel in the Netherlands ended up selling for $355M — 37 hotels, 8,312 rooms, across 20 cities. Beyond sleek rooms at sweet prices, citizenM made waves with something rare in hotels: a subscription. It started with a “global passport” — sometimes cheaper than rent in major cities. Post-COVID, it evolved into a “paid loyalty program” that offered hefty discounts on rooms, upgrades, late checkout, and food and drink — all for an attractive $120/year. It was a fantastic alternative to traditional hotel status. But now that Marriott owns it, the question is — who is this subscription for?

• citizenM+ now includes complimentary Marriott Gold status, but at an elevated $170/year price — a steep increase, though maybe justifiable for travelers looking for a quick path to elite perks.
• However, for travelers who already have Marriott status — especially those who get it free through premium cards like the Amex Platinum — this likely won’t offer much extra value.

Just My Opinion…

Before the acquisition, I considered myself one of citizenM’s biggest fans — I subscribed to citizenM+ and stayed at their hotels almost exclusively. The loyalty program offered some unbeatable value: $90/night in Seattle, $144 in Chicago, $210 in New York City. Sadly, those days may be numbered.

• Now with Marriott involved, I worry citizenM will turn into another Moxy — a similar micro-hotel concept in city centers, but at significantly higher prices.
• And since I already have Marriott status, citizenM+ doesn’t add much — I’d have to save $170/year on rooms just to break even.

Is anyone else doing this? I can see a world where citizenM+ becomes a better experience under Marriott, but as someone only looking for a halfway decent, affordable room when traveling, I’m curious about what other travel brands are doing. It still seems mostly international — Accor’s ALL Plus, Wyndham’s new Insider Program, and YOTEL’s free club are some of the few experimenting in this space. Maybe someone will eventually combine real value, perks, and a premium feel into something that really works.