MOXY will debut in Milan next year with a “contemporary stylish design, approachable service and an affordable price”.
Marriott plans to have 150 franchised MOXY properties across Europe in the next 10 years with destinations including the UK, Germany, Austria, Ireland, Belgium, Italy, the Netherlands and Scandinavia.
Each hotel will have between 150 and 300 rooms with a focus on practicalities tied in with technology such as USB ports in each wall socket and flat screen televisions. Free WiFi will be available throughout with public spaces including a bar and meeting spaces.
“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,” said Arne Sorenson, president and CEO of Marriott International. “We believe Marriott will lead the way in redefining the traditional economy hotel experience throughout Europe.”
Ramesh Jackson, brand vice president of MOXY added: “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 revolutionise the industry.”
Nearly half of all hotels in Europe are three-star or below, but only 20% are thought to be branded.