BERLIN, GERMANY—At the Berlin International Hotel Investment Forum (IHIF), Marriott International has debuted MOXY HOTELS, its first entry into the economy tier, three-star hospitality segment in Europe. Designed to capture the rapidly emerging millennial traveler, the new brand combines contemporary stylish design, approachable service and an affordable price. The brand will debut in Italy, with the first MOXY HOTEL expected to open in Milan in early 2014.
The contemporary and stylish 150- to 300-room MOXY HOTELS, which are being designed with the goal of attaining LEED (Leadership in Energy and Environmental Design) Gold certification from the U.S. Green Building Council, will cater to today’s budget-minded, savvy travelers who thrive on self-service and embrace new technology. Guestrooms will be functional and well-designed, with upscale bath amenities, large flat screen televisions and built-in USB ports located within each wall socket. The color palette features calming neutral tones reminiscent of rich brown leather, combined with natural materials to evoke an organic, comfortable and restorative feel. Each room will also feature a floor to ceiling signature “art wall” that is hand selected to reflect the local city or surroundings.
To grow the brand rapidly, Marriott is working closely with Inter Hospitality which will be the initial developer and owner of the first MOXY HOTELS properties. Marriott has selected Nordic Hospitality to be its first franchisee to operate the brand. Nordic Hospitality is an experienced hotel operator that currently manages several Marriott brand hotels in Scandinavia
Marriott CEO Expects Fast Start
“MOXY HOTELS is the essence of the next generation traveler, not only Gen X and Y but people with a younger sensibility, for whom contemporary style is paramount,” said Arne Sorenson, president and CEO of Marriott International. “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 plans to add 150 franchised MOXY HOTELS in Europe over the next 10 years, aiming for locations in Germany, Austria, United Kingdom, Ireland, Belgium, Italy, The Netherlands, Denmark, Finland, Norway, and Sweden. The new brand will fuel Marriott’s companywide growth in the region, which is expected to reach 80,000 rooms by 2015.
“We see a huge opportunity to expand our market share in Europe with MOXY HOTELS,” said Amy McPherson, president and managing director of Marriott International in Europe. “The economy tier in Europe represents nearly half of total room supply, yet only 20 percent of these hotels are branded. MOXY HOTELS will be a great addition to our portfolio of brands in Europe.”
“The agreement with Marriott and Nordic Hospitality gives us a great opportunity to use our development expertise to build a high-quality hotel property investment portfolio,” added Peter Andrews, managing director of Inter Hospitality. “Our initial focus is on acquiring sites for the new brand in Germany, the United Kingdom, Italy, Netherlands, Belgium and Austria. Over the next five years we aim to secure at least 50 sites for development.”
In Development for Two Years
MOXY HOTELS has been in development for nearly two years. Marriott, together with Nordic Hospitality, has conducted extensive consumer research across Europe including construction of sample rooms for focus group studies.
According to Ramesh Jackson, brand vice president of MOXY HOTELS, “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 revolutionize the industry.”
Harald Jacobsen, president and CEO of Nordic Hospitality, said, “We are proud to be part of the development of this brand and to be the preferred operating partner for MOXY HOTELS. We believe strongly in the competitiveness of the concept and we are convinced that our partnership with both Marriott and Inter Hospitality will result in a rapid development for MOXY HOTELS.”
MOXY HOTELS 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.
Go to MOXY HOTELS.