Moxy Hotels, Marriott Bonvoy’s bold lifestyle brand, is celebrating its 10th anniversary by announcing ambitious expansion goals across Europe. The chain now aims to reach 100 hotels in Europe by the end of 2025, with 17 new properties set to open, including locations in Spain, Turkey, and Luxembourg.
A rapidly growing brand
With 89 hotels already operational in 18 European destinations, Moxy has established itself as a key player in the “upper midscale lifestyle” segment, currently accounting for 60% of the brand’s global portfolio. The chain seeks to meet the expectations of modern travelers by offering experiences that are both stylish and affordable.
Moxy’s design approach has been a key differentiator. Each hotel incorporates elements specific to the local culture while staying true to the brand’s dynamic, youthful spirit. Signature concepts include check-in at the bar with a complimentary drink and curated music to reflect the atmosphere of each destination.
Upcoming projects: Spain, Turkey, Luxembourg, and beyond
Moxy’s expansion continues with several major openings on the horizon. In October 2024, Moxy Barcelona will debut, marking the brand’s first hotel in Spain. The 414-room property will be located in the rapidly developing Sants neighborhood, close to the train station and historic center. It will feature a rooftop with a pool, bar, and panoramic views of the city.
In Turkey, Moxy will make its debut with Moxy Istanbul Beyoğlu, set to open by the end of the year in a restored historic building near Taksim Square. Turkey will also welcome a second hotel with Moxy Izmir.
In Luxembourg, the recent opening of Moxy Luxembourg Airport marked Marriott’s entry into the country. This hotel, located in the Skypark Business Center at the airport, offers 129 rooms with direct access to the terminal via an indoor walkway. Moreover, Marriott International is expanding its presence in Luxembourg with the upcoming opening of the Luxembourg Marriott Hotel Alfa, scheduled for late 2024. Situated opposite the city’s main train station, the hotel will offer 153 guestrooms and suites, catering to both business and leisure travelers. The property provides easy access to some of Luxembourg’s most notable cultural and historical attractions. The Luxembourg Marriott Hotel Alfa will incorporate art deco design elements, reflecting the building’s historical significance since the 1930s. The revival of the renowned Brasserie Alfa, is expected to become a key destination for dining, offering a selection of French-inspired dishes and modern cocktails. The hotel will also feature the signature Greatroom Lobby and M Club. Concerning the amenities, the hotel will include an equipped gym and five meeting rooms.
Moxy Hotels also plans to extend its presence in several other European countries by the end of 2025:
- In France, with the opening of Moxy Annecy by the end of 2024, followed by Moxy Nice in 2025.
- In Italy, with Moxy Pompeii and Moxy Verona. The Moxy Pompeii is situated within the newly developed “Maximall” complex, near the archaeological site of Pompeii. The property includes 135 rooms and offers facilities such as a bar, fitness center, and pet-friendly amenities. According to Marriott, the hotel’s location also provides access to the broader Campania region, including Naples, Amalfi, and Sorrento. The inclusion of flexible event spaces suggests a positioning toward group and event-based clientele.
- In Germany, with Moxy Kupferzell in the Hohenlohe region.
- In Poland, with Moxy Warsaw City, the brand’s fifth hotel in the country. The brand has established a presence in the Wola district, a centrally located and developing area of the Polish capital. The Moxy Warsaw City features 256 rooms, a communal lobby area with bar and co-working space, and a fitness center accessible around the clock. The property’s interior follows the brand’s industrial design identity, oriented toward younger and digitally connected travelers.
- In Ireland, with Moxy Dublin Docklands, following the opening of Moxy Cork.
- In Portugal, with Moxy Alfragide Lisbon, marking the brand’s third hotel in the country.
- In Belgium, with Moxy Brussels Airport and Moxy Antwerp.
- In Serbia, with Moxy Belgrade Skadarlija Downtown, the brand’s second hotel in the country.
- In Switzerland, with Moxy Zurich Letzigrund.
Moxy in France
Currently, Moxy operates 10 hotels in France, including locations in Paris, Bordeaux, Lyon, and La Ciotat. The planned openings in Annecy and Nice will further strengthen the brand’s presence in this key market.
“As we celebrate the 10th anniversary for Moxy Hotels, it has been remarkable to witness how the brand’s bold vision has resonated with travellers across Europe. We continue to see a strong demand for hospitality experiences in the region 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 honour the playful spirit that the brand is known for.” – Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, Marriott International
“Moxy’s expansion into existing and new destinations across Europe reflects the aspirations and expectations of the next generation traveller. 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.” – Sandra Schulze-Potgieter, Vice President, Premium & Select Brands, Europe, Middle East and Africa, Marriott International
A strategy aligned with industry growth
Moxy’s rapid expansion aligns with broader trends in the European hospitality market. For instance, IHG Hotels & Resorts recently surpassed 200 hotels in Northern Europe, marking a key milestone in its development. The group also plans new openings in countries like Germany, Hungary, and Poland, featuring brands such as Kimpton Hotels & Restaurants and Candlewood Suites.
