BETHESDA, MD—After launching Moxy Hotels in Europe last year, Marriott International, Inc. recently unveiled plans to introduce the company’s new, contemporary brand to the U.S. Projects have been slated for major metropolitan locations including New York City (Chelsea, Midtown and Lower Manhattan), San Francisco, Seattle and Chicago, and the first U.S. property will open in New Orleans in 2016.
“We decided to introduce Moxy in the U.S. because we actually saw a white space in the select-service hotel tier,” said Toni Stoeckl, VP, lifestyle brands, Marriott International. “The brand, defined by its attitude and price, is just a pleasant surprise. Until now, what the competition offered was tired and basic—stripped of personality.”
Moxy made its debut in September at the Milan Malpensa Airport with Nordic Hospitality as the first franchisee. More hotels are set to open across Europe in Germany (Munich, Frankfurt and Berlin); Denmark (Copenhagen); and the United Kingdom (London) over the next two years. The brand projects opening 50 hotels throughout Europe over the next five years and 150 over the next 10. “With our combined expertise, we expect to grow the brand very quickly in Europe,” said Stoeckl.
The brand offers a value proposition as a boutique hotel concept for budget-savvy travelers with an experience that tries to connect with guests on an emotional level, according to the company. Marriott International expects the brand to appeal to both European and U.S. travelers, as Moxy Hotels competes in the midtier segment. When asked about the average daily rates (ADRs) of the upcoming U.S. hotels, Stoeckl would not indicate specifics but noted that rates would
be competitive.
“The economy segment remains a sizable portion of the hospitality sector,” said Stoeckl. “We feel this is an opportunity to play in a completely new space and launch a new, disruptive hotel experience that caters to the next generation of travelers. It is not just about offering a value proposition, but it is also about responding to the changing needs of the customer and offering a tech savvy, high-energy, fun, cool but dynamic hotel experience.”
The Moxy brand is representative of Marriott’s microhotel strategy, which combines modest-size guestrooms with stylish design and a vibrant bar scene. “For Moxy, smaller is about concentration, not reduction,” said Stoeckl. “Affordability is not a sacrifice of style, nor a loss of comfort. When we say less is more, we accentuate more, not less. In the U.S., the target markets for Moxy are very much in urban locations, so that will influence the rate.”
Apart from its design and amenities, Moxy also offers its guests value for their dollar, according to Stoeckl. “We want to shake up the traditional economy segment by offering design, comfort and a happening scene at an economical price,” he said. “Moxy design and style is seriously considered and playfully executed. From the communal NOW public space to smart, flexible bedrooms, Moxy is a bold, surprising design for the socially extroverted, energetic consumer.”
In working toward filling a lodging demand for the Millennial traveler, Moxy Hotels has studied the generation’s consumer behavior, driven by social media and technology while working and traveling.
“Millennials look for brands that get them and resonate with them at a very personal level,” said Stoeckl. “Anything too corporate can feel stuffy for them, and they tend to shy away from those brands that fail to make that personal connection with them. So Moxy’s approach to media and marketing is to enable our guests to help drive the message via social media.”
Through its virtual guestbook, #atthemoxy, Moxy Hotels allows guests to post photos and videos on Instagram with the hashtag, and they show up instantly on Moxyhotels.com and the Moxy Digital Guestbook—a large, digital screen in the lobby.
Moxy’s public spaces feature polished concrete floors, exposed concrete columns and an open ceiling. The brand’s F&B strategy was designed with a 24 hours a day/seven days a week, self-service concept. The bar is full service and the hub of activity in the lobby.
Also known as living rooms, Moxy’s lobbies feature a lounge; a 24/7, self-service grab-and-go marketplace; ample plug-ins for personal devices; and free WiFi. The living room was conceived to become the center of activity for Millennial guests who prefer to spend time working or socializing in public spaces, according to the brand. Guestrooms will offer keyless entry, screencasting and motion-sensor lighting.
International design firm Yabu Pushelberg will create Moxy’s Chelsea and Midtown properties in New York City. George Yabu and Glenn Pushelberg are known for delivering designs that reflect an imaginative, thoughtful and honest approach, according to Marriott International.
In keeping with Marriott International’s commitment to sustainability, each Moxy Hotel is expected to meet the requirements for LEED (Leadership in Energy and Environmental Design) Gold certification from the U.S. Green Building Council.