Selling your brand to a major group and staying on to run the hotels is an unusual move. A year in, the distribution lift is real. Whether Marriott can now grow CitizenM beyond its original backer is the open question.
CitizenM has experienced a significant distribution lift, enhancing its market presence.
The integration has led to adapting to Marriott's audit processes, which has been a learning experience.
The future growth of CitizenM beyond its original backer with Marriott's support remains to be seen.