Marriott’s Got Moxy! A Joint Lodging Venture With IKEA
Marriott International Incorporated has announced a partnership with Inter Hospitality — the property division of Inter IKEA Systems Besloten Vennootschap — to create Moxy Hotels in a foray of its first entry into the economy tier, three-star hospitality segment in Europe as it aims to open 150 franchised hotel properties with 80,000 rooms in ten countries across Europe starting next year.
Allow me to alleviate a couple of concerns up front here: yes, you will earn Marriott Rewards frequent guest loyalty program points with each stay at a Moxy Hotel property; and no, the rooms will not be appointed with furniture from IKEA.
The hotel properties will have a communal space where guests may meet — along with “large writing walls” and televisions with 56-inch screens — as well as computers with free Wi-Fi Internet access and a “vibrant and energetic bar scene.”
I guess the stodgy term lobby no longer applies here — and that is not necessarily a bad thing.
The target market is “Millennial global nomads” — in other words, guests who travel frequently whose ages fall within the approximate age range of between 18 through 35 — thought to be younger but price conscious and into contemporary style.
Room rates are expected to be somewhere between $80.00 to $100.00 per night — a very attractive and affordable rate for a stay in a new hotel property in Europe expected to have a contemporary and chic stylish design, approachable service and the ability to earn frequent guest loyalty program points in a hotel brand pervasive throughout the world. In my opinion, it sure beats staying in a spartan hostel for a comparable rate — or for even less cost.
One potential negative aspect of the concept is that the hotel properties are not expected to be located in centralized areas of cities — not really a major impediment if convenient and ample means of transportation are available near the hotel properties.
Also, the rooms seem to be smaller — but that would not bother me. I never really understood the penchant for a larger room — especially when I am alone and traveling light. Upgrades to a suite are certainly nice — but I would rather have a small room with a comfortable bed than a large suite with a bed considered by me to be less than comfortable. I have stayed in one Presidential Suite at a hotel property years ago which I would rather forget, as it was so worn, dated and musty.
The Moxy Hotels concept is the latest in a trend of establishing brands designed with concepts to differentiate its product from competitors — as is the EVEN Hotels brand by InterContinental Hotels Group and the Hyatt House brand by Hyatt Corporation — although some FlyerTalk members are comparing the Moxy Hotels concept to Aloft hotel properties by Starwood Hotels & Resorts Worldwide.
The first Moxy Hotel property is expected to open in the Milan area — possibly near the airport — during the first half of 2014, with additional properties planned for Berlin, London and Frankfurt. The Moxy Hotels concept is expected to eventually spread to other locations in Germany, Austria, United Kingdom, Ireland, Belgium, Italy, The Netherlands, Denmark, Finland, Norway, and Sweden over the next ten years.
I think that Marriott has a potential winner with the Moxy Hotels concept. The rooms look like they will be comfortable, stylish, reasonably appointed, fresh and new without causing significant damage to your wallet or budget; and I predict that a significant number of guests outside of their core target market will be attracted to this concept. I believe that their potential shortcomings will be negligible at best — at least, to me, anyway.
What do you think — would you consider staying at a Moxy Hotel property?