Marriott has debuted Moxy Hotels, its first entry into the economy tier, three-star hospitality segment in Europe, on the International Hotel Investment Forum in Berlin.
Designed to capture the rapidly emerging millennial traveller, the recent brand combines contemporary stylish design, approachable service and, most significantly, a cheap price.
The brand will debut in Italy, with the primary Moxy Hotel expected to open in Milan in early 2014.
To grow the logo rapidly, Marriott is operating closely with Inter Hospitality who may be the initial developer and owner of the 1st Moxy Hotels properties.
Marriott has selected Nordic Hospitality to be its first franchisee to function the emblem. Nordic Hospitality is an experienced hotel operator that currently manages several Marriott brand hotels in Scandinavia.
“Moxy Hotels is the essence of the following generation traveller, not just Gen X and Y but individuals with a younger sensibility, for whom contemporary style is paramount,” said Arne Sorenson, president, Marriott International.
“Every aspect of the hotel was thoughtfully researched and crafted to mirror and deliver at the changing lifestyles and expectations of this fast-growing customer segment.
“We believe Marriott will prepared the ground in redefining the ancient economy hotel experience throughout Europe.
“We are thrilled so that you can launch the emblem with Inter Hospitality as an owner and Nordic as our franchisee.
“With a dedicated real estate partner and an experienced operator, we predict a quick start and the phenomenal customer support it truly is linked to all of Marriott’s brands.”
Marriott plans so as to add 150 franchised Moxy Hotels in Europe over a higher ten years, aiming for locations in Germany, Austria, Uk, Ireland, Belgium, Italy, The Netherlands, Denmark, Finland, Norway, and Sweden.
The new brand will fuel Marriott’s companywide growth inside the region, that’s expected to arrive 80,000 rooms by 2015.
Amy McPherson, president and managing director of Marriott International in Europe, added: “We see a giant opportunity to expand our market share in Europe with Moxy Hotels.
“The economy tier in Europe represents nearly half total room supply, yet only 20 percent of those hotels are branded. Moxy Hotels can be to take into accounta good addition to our portfolio of brands in Europe.”
Moxy was in development for almost two years.
Marriott, along with Nordic Hospitality, has conducted extensive consumer research across Europe including construction of sample rooms for focus group studies.
The contemporary and chic 150- to 300-room Moxy properties, that are being designed with the goal of accomplishing LEED Gold certification from the united states Green Building Council, will cater to today’s budget-minded, savvy travellers who thrive on self-service and embrace new technology.
Guestrooms would be functional and well-designed, with upscale bath amenities, large flat screen televisions and built-in USB ports located within each wall socket.
The colour palette features calming neutral tones comparable to rich brown leather, combined with natural materials to rouse an organic, comfortable and restorative feel. Each room can even feature a floor to ceiling signature “art wall” this is hand selected to mirror the local city or surroundings.