According to a Marriott press release, the global hotel chain (3,800 hotels) is teaming up with Inter Ikea Group subsidiary Inter Hospitality to open a new chain of hip, three-star hotels.
The new Moxy Hotel brand line, aims to open its first hotel in Milan, Italy at the beginning of 2014.
“MOXY HOTELS is the essence of the next generation traveler, 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. “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.”
Peter Andrews, head of Inter Hospitality — part of Inter Ikea”s property division — said the agreement allows the group “to build a high quality hotel property investment portfolio.”
150 Moxy Hotels across Europe
The plan is to open a total of 150 hotels across Western Europe over the next decade, with locations such as Italy, Germany, Austria, the UK, Ireland, Belgium, the Netherlands, Denmark, Finland, Norway and Sweden. The new “Ikea hotels” will have its rooms priced at €60 to €80 a night.
Meet Moxy – the “game-changer in town”
The corporate website moxyhotels.com reads: “Have you heard? There’s a game-changer in town. Marriott International’s newest player in the affordable 3-star-tier segment for Millennial global nomads.”
Although the new hotels will not use Ikea furniture, the Ikea know-how in construction techniques will be made use of to keep costs low and attract the younger, budget-oriented travelers.
“It’s got the power of Marriott behind it. The potency of style, innovation and tech-savvyness surrounding it. And a whole lot of wattage to light up its vibrant future.”
The budget furniture retailer Ikea will be investing $500 million into the new hotels, while Marriott will brings its hospitality expertise to the table.
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