Moxy Hotels, the upper midscale lifestyle brand from Marriott International, is celebrating a milestone of 10 years since the brand was launched in Milan in 2014. Part of Marriott Bonvoy’s portfolio of more than 30 brands, the brand is aiming to reach the 100-hotel mark in Europe by the end of 2025, with the expected addition of 17 properties.
These new additions will see the brand foraying into Spain, Turkey and Luxembourg. Since its launch, Moxy has opened 89 hotels across 18 destinations across Europe, which constitutes 60% of the brand’s overall global estate.
“We continue to see a strong demand for hospitality experiences in Europe that are as stylish as they are affordable. Our ambitious expansion plans for Moxy are less about being everywhere, in every market, and more about finding the right destinations that help us honor the playful spirit that the brand is known for,” said Jerome Briet, chief development officer, Europe, Middle East & Africa, Marriott International.
For over a decade, Moxy has changed the traditional check-in system at its hotels. Guests staying at Moxy check in at the bar and are welcomed with a complimentary cocktail or mocktail. Design is a significant element that the brand focuses on, with the hotels offering “smart, flexible” rooms and vibrant common spaces. Each hotel adds their own unique design components as authentic nods to their community and surroundings.
Moxy is preparing to incorporate 17 properties to its European portfolio by the end of 2025, which includes its recent and upcoming ventures into three markets:
- Moxy Barcelona is scheduled to open in October and will see the brand debut in Spain. Located in the Sants neighborhood, the hotel is located close to the High-Speed train station, the historic city center and FC Barcelona Stadium. The hotel will offer 414 rooms, social spaces and a rooftop pool with cabanas, a bar and pop-up food stalls.
- Moxy will be launching in Turkey with Moxy Istanbul Beyoğlu, which is expected to open by the end of this year, followed by the addition of Moxy Izmir. The historical Afrikahan building that was built in 1905 will undergo restoration and transformation to open as the 168-room Moxy Istanbul Beyoğlu.
- The recently opened Moxy Luxembourg Airport marked the entry of the brand in Luxembourg. Located within the Skypark Business Center at Luxembourg Airport, the hotel offers 129 rooms and is directly connected to the airport terminal through an indoor walkway.
Moxy is also growing its footprint in France, Italy, Portugal, Ireland, Belgium, Poland, Serbia and Germany by the end of 2025. Upcoming highlights include:
- Moxy Annecy in France
- Moxy Pompeii and Moxy Verona in Italy
- Moxy Kupferzell, Hohenlohe in Germany
- Moxy Warsaw City in Poland
- Moxy Cork and Moxy Dublin Docklands in Ireland
- Moxy Alfragide Lisbon in Portugal
- Moxy Brussels Airport and Moxy Antwerp in Belgium
- Moxy Belgrade Skadarlija Downtown in Serbia
- Moxy Zurich, Letzigrund in Switzerland
Moxy’s expansion into new destinations in Europe reflects the expectations and aspirations of the new age traveler, said Sandra Schulze-Potgieter, vice president, premium and select brands, Europe, Middle East and Africa, Marriott International. “Our anticipated openings will stay true to the brand’s origins and focus on bringing a local design narrative in every public space, ensuring that every hotel feels ingrained in the local culture.”
