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Marriott International is to partner with Inter Hospitality, part of the Inter Ikea Group, to develop a new economy hotel brand, named Moxy. The first Moxy hotel is expected to open in Milan in 2014, with plans to expand the brand to 150 properties in 10 countries across Europe, including Germany, Austria, the UK, Ireland, Belgium, Italy, Netherlands, Denmark, Finland, Norway and Sweden.
Inter Hospitality will be the initial developer and owner of the first Moxy properties, and Nordic Hospitality will operate the first hotels under a franchise agreement with Marriott. The hotel operator already manages several Marriott hotels in Scandinavia.
The properties will feature “Plug and Meet” meeting spaces with large writing walls and 56-inch TVs.
Marriott president and CEO Arne Sorenson said: “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. We are thrilled 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 exceptional customer service.”
Inter Hospitality said it aims to secure at least 50 sites for development over the next five years, with an initial focus on acquiring sites in Germany, the UK, Italy, Netherlands, Belgium and Austria.
Moxy will become Marriott's 20th hotel brand. It looks likely to sit below the group's Courtyard by Marriott mid-market brand, which unveiled a revamp of its European offering in 2011.