BERLIN — Marriott International is launching a new economy, three-star hospitality brand in Europe that’s designed to attract emerging millennial travellers.

“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,” 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.”

The new hotel brand will have 150- to 300-room contemporary and stylish rooms and will feature upscale bath amenities, large flat-screen televisions and built-in USB ports as well as a floor-to-ceiling signature “art wall” selected to reflect the local city. In addition to modern guestrooms, the hotels will feature adaptable public spaces, “Plug-and-Meet” meeting spaces, large writing walls and 56-inch televisions for presentation projection.

The brand will debut in Italy, with the first property expected to open in Milan in early 2014. Marriot is planning to add 150 franchised Moxy hotel properties in Europe in the next 10 years, aiming for locations in Germany, Austria, the U.K., Ireland, Belgium, Italy, Netherlands, Denmark, Finland, Norway and Sweden.


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