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Marriott International recently debuted Moxy Hotels at ITB Berlin. This is Marriott’s 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 an affordable price. The brand will debut in Italy, with the first Moxy Hotels expected to open in Milan in early 2014.
“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.”
Guestrooms will be functional and well-designed, with upscale bath amenities, large flat-screen televisions and built-in USB ports located within each wall socket. The color palette features calming neutral tones reminiscent of rich brown leather, combined with natural materials to evoke an organic, comfortable and restorative feel. Each room will also feature a floor-to-ceiling signature “art wall” that is hand selected to reflect the local city or surroundings.
Moxy Hotels are being designed with the goal of attaining LEED Gold certification from the U.S. Green Building Council. The brand will have adaptable public spaces for guests to relax and socialize, with free Wi-Fi access throughout the hotel. In addition, hotels will have two “Plug and Meet” meeting spaces on the lobby level designed with modern ergonomic seating, large writing walls and 56-inch televisions for presentation projection.
Marriott plans to add 150 franchised Moxy Hotels in Europe over the next 10 years, aiming for locations in Germany, Austria, United Kingdom, Ireland, Belgium, Italy, the Netherlands, Denmark, Finland, Norway and Sweden.