Marriott and Ikea launch Moxy Hotels across Europe
150 hotels planned for next 10 years with the first due in early 2014
Marriott International, in partnership with IKEA subsidiary Inter Hospitality, have used the recent Berlin International Hotel Investment Forum (IHIF) to announce the launch of new hotel chain Moxy Hotels, with the first hotel expected to open in Milan in early 2014.
Moxy will be Marriot international’s first entry into the economy tier, three-star hospitality segment in Europe and the group plans to add 150 franchised Moxy Hotels in Europe over the next 10 years. 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, while Marriott has selected Nordic Hospitality, which currently manages several Marriott brand hotels in Scandinavia, to be its first franchisee to operate the brand.
Marriott International 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.”
Designed to capture the rapidly emerging millennial traveller, the hotels will feature adaptable public spaces for guests to relax and socialise offering a range of F&B options, two “Plug and Meet” meeting spaces on the lobby level designed with modern ergonomic seating, large writing walls and a 56-inch televisions for presentation projection. Guests can also enjoy free Wi-Fi throughout the hotel, and may opt to check in using their mobile devices.
The new brand will fuel Marriott’s company wide growth in the region, which is expected to reach 80,000 rooms by 2015.