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Marriott goes Moxy with tech-savvy hotels in Europe

Bekah Wright
March 7, 2013

One of the biggest stressors for travelers: staying connected to work, family, life. Seeking to alleviate this aspect of travel anxiety is Marriott International’s forthcoming Moxy Hotels brand. Geared towards tech-savvy, “Millennial global nomads,” Moxy plans on keeping communication humming via mobile device check-ins, complimentary WiFi throughout each property, adaptable public spaces and guest rooms with built-in USB ports in each wall socket.

Another de-stressing component – Moxy Hotels will be budget-friendly, in the three-star tier.

“We believe Marriott will lead the way in redefining the traditional economy hotel experience throughout Europe,” Arne Sorenson, president and CEO of Marriott International, said at the Berlin International Hotel Investment Forum (IHIF) on March 5.

Amy McPherson, president and managing director of Marriott International in Europe, added, “We see a huge opportunity to expand our market share in Europe with Moxy Hotels.  The economy tier in Europe represents nearly half of total room supply, yet only 20 percent of these hotels are branded. ”

Slated to attain LEED (Leadership in Energy and Environmental Design) Gold certification from the U.S. Green Building Council, the properties will set a mood of relaxation through contemporary décor imbued with natural/organic elements. Signature to each hotel -- floor-to-ceiling art walls reflecting the personality of the property’s home city. Touches of comfort will come by way of flatscreen televisions and upscale bath amenities.

A social atmosphere can be found in the lobby, where state-of-the-art computers will be available for guest use. “Today's next-generation traveler is a ‘master blender,’ mixing work and play,” Stephanie Hampton, vice president, Communications of Marriott International told Yahoo! Travel. “The lobby space in all our hotels has to be the stage, providing a bite to eat and drink with technology and the ability to get work done or socialize with friends and colleagues.”

To this end, food and beverage service will be offered in the lobby during a continental breakfast as well as an evening bar service with beer and wine, and a 24/7 market selling snacks and drinks.

Appealing to the business traveler will be the lobby’s two “Plug and Meet” spaces with ergonomic seating, complimentary computers, writing walls and 56-inch televisions for presentation projection.

The first Moxy Hotel is slated to open its doors in Milan, Italy in early 2014. From here, 150 additional hotels are projected to roll out over the next 10 years in Germany, Austria, United Kingdom, Ireland, Belgium, The Netherlands, Denmark, Finland, Norway, and Sweden.