Marriott has debuted Moxy Hotels, its first entry into the economy tier, three-star hospitality segment in Europe, at the International Hotel Investment Forum in Berlin.

Designed to capture the rapidly emerging millennial traveller, the new brand combines contemporary stylish design, approachable service and, most importantly, an affordable price.

The brand will debut in Italy, with the first Moxy Hotel expected to open in Milan in early 2014.

To grow the brand rapidly, Marriott is working closely with Inter Hospitality who will be the initial developer and owner of the first Moxy Hotels properties. 

Marriott has selected Nordic Hospitality to be its first franchisee to operate the brand. Nordic Hospitality is an experienced hotel operator that currently manages several Marriott brand hotels in Scandinavia.

“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,” said Arne Sorenson, president, 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. 

“We are thrilled to be able to launch the brand with Inter Hospitality as an owner and Nordic as our franchisee. 

“With a dedicated real estate partner and an experienced operator, we expect a fast start and the exceptional customer service that is associated with all of Marriott’s brands.”

Marriott plans to add 150 franchised Moxy Hotels in Europe over the next ten years, aiming for locations in Germany, Austria, United Kingdom, Ireland, Belgium, Italy, The Netherlands, Denmark, Finland, Norway, and Sweden. 

The new brand will fuel Marriott’s companywide growth in the region, which is expected to reach 80,000 rooms by 2015.

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. Moxy Hotels will be a great addition to our portfolio of brands in Europe.” 

Moxy has been in development for nearly two years.

Marriott, together with Nordic Hospitality, has conducted extensive consumer research across Europe including construction of sample rooms for focus group studies.

The contemporary and stylish 150- to 300-room Moxy properties, which are being designed with the goal of attaining LEED Gold certification from the US Green Building Council, will cater to today’s budget-minded, savvy travellers who thrive on self-service and embrace new technology. 

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 colour 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.