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New Hotel Brand by Marriott

News Marriott International has just announced the launch of its new brand – the Moxy Hotels. The brand was developed together with Ikea Group Hospitality and Nordic Hospitality, and was first announced at the Berlin Hotel Investment Forum.

According to the hotelier, Moxy Hotels will be an economy brand with the “cheap and chic” concept. It took the company two years to conduct numerous studies and develop the brand. Moxy Hotels will be mostly targeted at Europe, and will offer flexible rates and some sought after features like free Wi-Fi. As Marriott spokesman mentions, there’s a definite lack of branded hotels in the economy segment in Europe. While the share of economy hotels in the total supply is almost 50%, only 20% of them are branded.

The first company to open Moxy hotels in Europe under the franchise agreement will be Nordic Hospitality that already manages several Marriott-branded accommodations in Scandinavian countries. The second partner, Inter Ikea Group, will invest US$500 million into the building of 50 hotels in Germany, Italy, Belgium, the Netherlands, Austria, and the United Kingdom. The first Moxy hotel will appear in Italy. This will be a hotel in Milan that is expected to open in the beginning of 2014.

Marriott has also published the Moxy Hotels concept. All Moxy hotels will be newly built (no hotel conversion), and the cost of building will be approximately €45,000 per guestroom. A typical Moxy Hotel will have 150-300 guestrooms that will be furnished by Ikea. All guestrooms will have flat televisions, USB ports in sockets, and a large floor to ceiling artwork dedicated to the local city. Moxy hotels will offer continental breakfasts and will have an evening bar with beverages and local drinks. Business facilities will be represented by “Plug and Meet” meeting spaces equipped with large televisions and writing walls. Lobby will feature a small 24/7 market with snacks and computers.

Marriott plans to open 150 Moxy hotels in Europe within 10 years.


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