The new brand will offer contemporary stylish design and approachable service at an affordable price, working closely with Inter Hospitality as the initial developer and selecting Nordic Hospitality as the first franchise to operate the brand. Moxy will debut in Italy, with the first property expected to open in Milan in early 2014.

“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 and CEO of Marriott International. “We believe Marriott will lead the way in redefining the traditional economy hotel experience throughout Europe.”

He added: “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.”

The announcement, which was made at the Berlin International Hotel Investment Forum (IHIF), also revealed that Marriott plans to add 150 franchised Moxy Hotels in Europe over the next 10 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.

“We see a huge opportunity to expand our market share in Europe with Moxy Hotels,” added Amy McPherson, President and Managing Director of Marriott International in Europe. “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.”

The contemporary 150- to 300-room properties, which are being designed with the goal of attaining LEED® (Leadership in Energy and Environmental Design) Gold certification from the U.S. Green Building Council, will cater to budget-minded, savvy travellers who thrive on self-service and embrace new technology. Guestrooms will feature upscale bath amenities, large flat screen televisions and built-in USB ports located within each wall socket. The colour palette will be centred around calming neutral tones combined with natural materials to evoke a restorative ambience. Each room will also feature a floor to ceiling signature “art wall” that is hand selected to reflect the local city or surroundings.

Moxy Hotels will feature adaptable public spaces for guests to relax and socialize offering healthy continental breakfast and an evening bar featuring wines by the glass and local brews. In addition, hotels will have two “Plug and Meet” meeting spaces on the lobby level designed with modern ergonomic seating, large writing walls and 56-inch televisions for presentation projection. The lobby will boast state-of-the art computers and 24/7 market featuring snacks and drinks.

The concept has been in development for almost two years, with Marriott and Nordic Hospitality conducting extensive consumer research across Europe, including construction of sample rooms for focus group studies.

“No design element was too small to test with these tech-savvy consumers,” said Ramesh Jackson, Brand Vice President. “We learned that these confident explorers are wildly self-sufficient, but still want a chance to connect with each other in inviting social spaces in person or digitally.

“Based on the concept test results we believe Moxy Hotels will revolutionise the industry.”

Harald Jacobsen, President and CEO of Nordic Hospitality, added: “We believe strongly in the competitiveness of the concept and we are convinced that our partnership with both Marriott and Inter Hospitality will result in a rapid development for Moxy Hotels.”

www.moxyhotels.com