Hospitality Daily Podcast citizenM CEO: Why We Sold to Marriott (And What's Next) - Lennert de Jong
Jul 7, 2025
Lennert de Jong, CEO of citizenM, shares insights on the company’s strategic sale to Marriott, highlighting how this move will propel global expansion and enhance brand identity. He discusses leveraging Marriott’s Bonvoy loyalty program while maintaining operational excellence. De Jong likens the partnership to a child's growth, illustrating citizenM's readiness for new challenges. The conversation dives into the significance of retaining control over assets post-sale and emphasizes the importance of innovation in the hospitality industry.
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Strategic Sale Accelerates Growth
- Citizen M sold its brand but remains an owner-operator of its properties. - Joining Marriott accelerates growth by accessing new locations and the large Bonvoy loyalty platform.
Brand Sale Value and Choice
- Selling the brand represented only about 10% of Citizen M's company value; 90% remains in real estate and operations. - Marriott was chosen for its strong brand rollout capabilities and superior loyalty program impact.
Marriott Embracing Citizen M Spirit
- Marriott showed the same passion for brand standards like rejecting kettles in rooms as Citizen M's founder did. - Founder of AC Hotels praised Marriott for doing even better post-acquisition than he would have.