Marriott International is to partner with Inter Hospitality, part of the Inter Ikea Group, to develop a new economy hotel offering under the branding Moxy.
The first Moxy hotel is expected to open in Milan in 2014, with plans to expand the brand to 150 properties in ten countries across Europe, including Germany, Austria, United Kingdom, Ireland, Belgium, Italy, The Netherlands, Denmark, Finland, Norway, and Sweden.
Marriott says that the brand is “Designed to capture the rapidly emerging millennial traveller”, and “combines contemporary stylish design, approachable service and, most importantly, an affordable price”.
Inter Hospitality will be the initial developer and owner of the first Moxy properties, and Nordic Hospitality will operate the first hotels under a franchise agreement with Marriott. The hotel operator already manages several Marriott hotels in Scandinavia.
Moxy hotel guests will benefit from free wifi, “upscale bath amenities, large flatscreen televisions and built-in USB ports located within each wall socket”, as well as a floor-to-ceiling art wall in each room, selected to reflect the local city or surroundings.
The properties will feature “adaptable public spaces for guests to relax and socialise, offering healthy continental breakfast and an evening bar featuring wines by the glass and local brews”, and each hotel will offer two “Plug and Meet” meeting spaces with large writing walls and 56-inch TVs.
Commenting on the new brand Marriott International’s president and CEO Arne Sorenson 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.”
Inter Hospitality said that it aims to secure at least 50 sites for development over the next five years, with an initial focus on acquiring sites in Germany, the United Kingdom, Italy, Netherlands, Belgium and Austria.
Moxy will become Marriott’s 20th hotel brand – a full list of existing brands can be seen here. It looks likely to sit below the group’s Courtyard by Marriott mid-market brand, which unveiled a revamp of its European offering in 2011 (see online news November 17, 2011).
And what of the Moxy name? No reference is made of the choice in the press material from Marriott, but when Business Traveller Googled the word, it came across some interesting results.