Marriott teams up with Ikea to launch budget design brand Moxy Hotels

Germany: Marriott International has unveiled its new Moxy brand at the Berlin International Hotel Investment Forum (IHIF).

Marriott is aiming to open 150 Moxy hotels in 10 countries across Europe, marking its first entry into “the economy tier, three-star hospitality segment in Europe”. The first property, in Milan, Italy, will open in early 2014.

Marriott says the brand is “designed to capture the rapidly emerging millennial traveller – the new brand combines contemporary stylish design, approachable service and, most importantly, an affordable price”.

Marriott is working closely with Inter Hospitality, part of the Ikea Group, which will be the initial developer and owner of the first Moxy properties, while Nordic Hospitality will be the first franchisee to operate the brand.

Arne Sorenson, president and CEO of Marriott International, said: “Moxy Hotels is the essence of the next generation traveller, not only Gen X and Y but people with a younger sensibility, for whom contemporary style is paramount. Every aspect of the hotel was thoughtfully researched and crafted to reflect and deliver on the changing lifestyles and expectations of this fast-growing customer segment. We believe Marriott will lead the way in redefining the traditional economy hotel experience throughout Europe. We are thrilled to be able to launch the brand with Inter Hospitality as an owner and Nordic as our franchisee. With a dedicated real estate partner and an experienced operator, we expect a fast start and the exceptional customer service that is associated with all of Marriott’s brands.”

Marriott is aiming for locations in Germany, Austria, the UK, Ireland, Belgium, Italy, The Netherlands, Denmark, Finland, Norway, and Sweden over the next ten years.

Marriott says the Moxy concept has been in development for nearly two years, and together with Nordic Hospitality, it has conducted extensive consumer research across Europe including construction of sample rooms for focus group studies.

The 150- to 300-room properties will feature “adaptable public spaces for guests to relax and socialize offering healthy continental breakfast and an evening bar featuring wines by the glass and local brews. In addition, hotels will have two ‘Plug and Meet’ meeting spaces on the lobby level designed with modern ergonomic seating, large writing walls and 56-inch televisions for presentation projection. The lobby will boast state-of-the art computers and 24/7 market featuring snacks and drinks. Guests will enjoy free Wi-Fi throughout the hotel, and may opt to check in using their mobile devices”.

Ramesh Jackson, brand vice president of Moxy Hotels, said: “No design element was too small to test with these tech-savvy consumers. We learned that these confident explorers are wildly self-sufficient, but still want a chance to connect with each other in inviting social spaces in person or digitally. Based on the concept test results we believe Moxy Hotels will revolutionise the industry.”

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