The first venue is set to open in Milan early next year but Marriott has today revealed it plans to open 150 hotels within 10 years under Moxy Hotels - the first economy, three-star brand the USA-based firm has launched.
According to the brand's website, properties are also being lined up in Berlin, Frankfurt and London. The hotels will be operated by experienced hotel franchisee Nordic Hospitality.
The concept will play a key role in meeting Marriott's European growth targets - the company is aiming to have 80,000 hotel bedrooms in the region by 2015.
"We see a huge opportunity to expand our market share in Europe with Moxy Hotels," said 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 per cent of these hotels are branded. Moxy Hotels will be a great addition to our portfolio of brands in Europe," she added.
Marriott is aiming to open Moxy Hotels in Germany, Austria, Ireland, Belgium, Italy, The Netherlands, Denmark, Finland, Norway, Sweden and the UK
All of the hotels will be developed and owned by Inter Hospitality and will be designed by the Inter Ikea-affiliated firm for the 'budget-minded, tech-savvy' guest.
"The agreement with Marriott and Nordic Hospitality gives us a great opportunity to use our development expertise to build a high-quality hotel property investment portfolio," said Peter Andrews, managing director of Inter Hospitality.
"Our initial focus is on acquiring sites for the new brand in Germany, the UK, Italy, Netherlands, Belgium and Austria. Over the next five years we aim to secure at least 50 sites for development," he added.
Marriott International confirmed it had been working for around two years to develop Moxy Hotels in a project which included creating sample bedrooms to test with focus groups.
"Moxy Hotels is the essence of the next generation traveler," said Arne Sorenson, president and chief executive officer of Marriott International. The hotelier explained the concept was aimed at guests with a 'younger sensibility', keen on contemporary style.
“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," he added.
All Moxy Hotels will feature:
- 150-300 bedrooms
- Upscale bath amenities
- Flat-screen TVs and built-in USB ports in guest rooms
- A bedroom design showcasing leather, natural materials and 'calming, neutral tones'
- A floor to ceiling 'art wall' in each bedroom
- Free Wi-Fi throughout
- A bar for breakfast and evening drinks including wines and 'local brews'
- 'Plug and meet' meeting spaces
- High-tech lobbies featuring an all-day market selling snacks and drinks
- An option to check-in using a mobile device