EUROPE | Moxy Hotels, part of Marriott's portfolio, has celebrated its tenth anniversary with a full future pipeline.
Since its global launch in Milan in 2014, Moxy Hotels, a part of Marriott Bonvoy’s portfolio of over 30 brands, has redefined the hospitality experience for the next generation of travellers with its industrial design, buzzing social spaces and bold programming. As part of its 10th-anniversary celebrations, the brand revealed plans to reach the 100-hotel mark in its Europe region by the end of 2025, with the anticipated addition of 17 hotels, including market entries into Spain, Türkiye and Luxembourg.
Since its inception a decade ago, Moxy Hotels has been boldly breaking the rules of a conventional hotel stay in Europe. Today, the brand has established itself as a leader in the upper midscale lifestyle segment across the region, with 89 hotels in operation across 18 destinations—representing 60 percent of the brand’s global portfolio.
“As we celebrate the 10th anniversary for Moxy Hotels, it has been remarkable to witness how the brand’s bold vision has resonated with travellers across Europe,” said Jerome Briet, Chief Development Officer, Europe, Middle East and Africa, Marriott International.
“We continue to see a strong demand for hospitality experiences in the region that are as stylish as they are affordable. Our ambitious expansion plans for Moxy are less about being everywhere, in every market, and more about finding the right destinations that help us honour the playful spirit that the brand is known for.”
For over a decade, Moxy Hotels has challenged the status quo on traditional and transactional hotel stays in Europe - from checking in at the bar with a complimentary cocktail or mocktail to focusing on social spaces from morning to night. With each of its hotels, Moxy aims to be at the social heart of the destination, sparking local community engagement and connection between business and leisure travellers, as well as locals.
Design has been a key differentiator for the brand from the beginning, by creating smart, flexible guestrooms, and vibrant, eclectic spaces that offer guests the chance to play during their stay. The success behind Moxy’s design has been the focus on encouraging each hotel to add in their own unique styling components as authentic nods to their surroundings and community, while staying true to the common brand narratives of escape, styling, and play. The soundtrack across Moxy Hotels has also been integral to its programming, with handpicked music that reflects the distinct vibes and playful spirit of the brand and the destination, from jazz, to chill to underground genres, blending nostalgia with discovery.
Tailored to today's modern travellers who are social beings at heart, Moxy Hotels also introduced the Moxy Guestbook, becoming one of the first brands to leverage user-generated content into a digital interactive platform at each property across the globe, thereby making every guest an integral part of the Moxy experience.
“Moxy’s expansion into existing and new destinations across Europe reflects the aspirations and expectations of the next generation traveller,” Sandra Schulze-Potgieter, Vice President, Premium and Select Brands, Europe, Middle East and Africa, Marriott International added.
“Our anticipated openings will stay true to the brand’s origins and focus on bringing a local design narrative in every public space, ensuring that every hotel feels ingrained in the local culture.”
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