For ten years now, the Moxy brand has been deploying its playful sense of lifestyle built around lively social spaces and industrial design. Particularly in Europe, where Marriott's mid-range brand has almost two-thirds of its establishments with almost 90 hotels in operationThis compares with just over forty in the group's original base, the United States, and around twenty in Asia. " As we celebrate the 10th anniversary of Moxy Hotels, it is remarkable to see how the brand's bold vision has resonated with travellers across Europe." said Jerome Briet, Marriott's Managing Director of Development for the EMEA region.
Indeed, since its global launch in 2014, the brand has taken root in Europe, with a destination that is ideal for business travellers: Milan Malpensa airport. Few German cities, primary or secondary, have not seen the brand establish itself since then. The same applies to the UK, France is its third largest market with 10 hotels and soon two more, with the addition of Annecy to the list of destinations by the end of the year, followed by Nice in 2025.
Its presence in the Paris region, with a hotel in the Bastille district and others at CDG and Val d'Europehas recently been strengthened by a hotel in Clamart. But its up-to-the-minute positioning has also enabled it to reach provincial towns such as Amiens, BordeauxLille and Lyon, near Saint Exupéry airport, and La Ciotat and Sophia Antipolis on the Côte d'Azur. To continue this expansion, Moxy plans to add a hotel to its portfolio at Annecy by the end of this year, followed by another in Nice next year.
More generally, with some fifteen new projects in the pipeline, Moxy is slowly but surely moving in the right direction. towards the 100-hotel mark in the region by the end of 2025. A few weeks ago, the brand made its debut in Luxembourg with an ideal location for business travellers: at the heart of the new Airport City, a business centre being developed right next to the airport.
Now that the brand is present in 18 European countries, Moxy will be adding two new destinations by the end of the year: Spain and Turkey. As part of this expansion, the contemporary brand is set to set up in in Barcelona in OctoberIn the Sants district, with a vast 414-room hotel located very close to the TGV station. Other attractions for travellers include lively social areas, of course, but also a rooftop swimming pool surrounded by cabanas, a bar and temporary food stalls.
Another of the continent's major cities to see the brand appear, Istanbul is expecting a Moxy by the end of the year near Taksim Square. For the occasion, the brand will be integrating its contemporary spirit - as well as 168 rooms - into the historic walls of the Afrikahan building, which dates back to 1905. In addition to the Moxy Istanbul Beyoglu, a hotel is also planned for Izmir.
" Our ambitious expansion plans for Moxy are not about being everywhere, in every market, but rather about finding the right destinations that help us to honouring the spirit of play for which the brand is known" explained Jerome Briet. Among the other hotels to come, the brand will be strengthening its presence in Italy, in Verona and near Pompei, as well as in Ireland with a hotel in Dublin's docklands district, the second establishment in the country after the one opened in Cork. Another new business destination is Zurich, with a hotel close to the Letzigrund stadium.
While Moxy will be discovering new towns and cities, it will also be expanding its offer in places where it already has a presence. In Belgium, the brand is preparing to double its offering both in Antwerp and Brussels, with a hotel close to the airport. The same goes for Serbia and Poland, with the future Moxy Belgrade Skadarlija Downtown and Moxy Warsaw City. As for Lisbon, it will be going three for three with the planned opening of the Moxy Alfragide Lisbon.
