Marriott + Ikea = Moxy!

Moxy Hotels is a new hotel brand that is coming to a city near you soon!

(Well, it is if you live in Milan!  There is a medium term plan to open 150 hotels across 10 European countries, though, including the UK.)

Who is Moxy?

Moxy’s ownership and operation is a great example of the complex mix of relationships that underpin the hotel industry these days.

It is a three-handed business:

Marriott owns the brand name and will provide development experience, as well as selling the rooms via marriott.com and its other platforms.

Inter Hospitality, a subsidiary of Inter Ikea (yes, that Ikea), will develop the hotels and own or lease the physical buildings they occupy.

Nordic Hospitality, a Scandinavian hotel operator, will undertake the day-to-day management of the hotels.

What is Moxy?

That is slightly trickier to understand.  Try:

“Designed to capture the rapidly emerging millennial traveller”

“combines contemporary stylish design, approachable service and, most importantly, an affordable price”

Will feature free wifi, “upscale bath amenities, large flatscreen televisions and built-in USB ports located within each wall socket”, plus a floor-to-ceiling art wall in each bedroom

“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.”

“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.”

It is perhaps better summed up by this picture:

It is unclear where Moxy will sit on the pricing scale.  Nothing they are suggesting above is necessarily expensive – especially as it seems only a continental breakfast will be offered.

It is possibly an attempt to clone ‘Hampton by Hilton’, which is providing an attractive product (free wi-fi, free breakfast) in attractive surroundings.  You certainly may see tired Holiday Inn – and even Marriott – properties being squeezed by such an offering.

The first Moxy opens in Milan in 2014, so let’s see how they go.

There is also a promotional video if you are interested:

http://www.youtube.com/watch?feature=player_embedded&v=XmW0YW5mYcQ