Moxy Hotels, Marriott’s first select-service brand aimed at 20-somethings, has managed to succeed, with over 135 properties open and plans for more in Europe. The brand took years to develop, combining elements of Ikea, developers seeking high occupancy rates, and locations in up-and-coming neighborhoods. Moxy de-emphasized traditional hotel rooms, opting for compact, minimalist designs that appeal to millennials and allow for more rooms in smaller spaces.
The lobbies of Moxy Hotels serve multiple functions, acting as bars, cafes, coworking spaces, and event venues. Guests check in at the bar, creating a more social atmosphere. The brand focuses on creating bustling social spaces that attract both guests and locals to drive high-profit food and beverage revenue. Moxy, along with other brands like CitizenM and Yotel, has shifted the focus from the hotel room to the lobby, creating a unique experience for guests.
Initially targeting backpackers in their mid-20s, Moxy now aims to appeal to a broader range of travelers who value experiences and local flavor over extravagance. Continuously conducting market research, the brand ensures it stays relevant with its target audience. As Moxy expands globally, it balances consistency across locations with the desire for authentic, local experiences, standardizing room experiences while allowing public spaces to reflect local culture.
As Moxy enters new markets, such as the Middle East, it adapts its offerings to suit local customs, such as having guests check in at a cafe instead of a bar. The brand allows developers to interpret its design principles individually, leading to unique adaptations in each location. Learning from early stumbling blocks, Moxy has found success by focusing on a specific psychographic, finding under-served niches, and challenging traditional hotel conventions to create a new economic model. The brand’s expansion continues with plans to enter more countries and regions.
Moxy Hotels’ performance reflects a shift in the hotel industry toward more innovative and experiential offerings. The brand’s ability to adapt to changing consumer preferences and market demands has contributed to its success. As the accommodations sector evolves, brands like Moxy are redefining traditional hospitality norms and creating new opportunities for development partners and investors. Through a combination of unique design, social spaces, and a focus on local experiences, Moxy Hotels has carved out a niche in the competitive hospitality market and continues to grow its global presence.
