At the Berlin International Hotel Investment Forum (IHIF), Marriott International (NYSE: MAR) will debut MOXY HOTELS (www.moxyhotels.com), 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, most importantly, an affordable price. The brand will debut in Italy, with the first MOXY HOTEL expected to open in Milan in early 2014.
To grow the brand rapidly, Marriott is working closely with Inter Hospitality who 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.
“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.”