Marriott Bringing its Moxy Brand to the US in 2016
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At an event last night in Los Angeles’ Nokia Plaza, Marriott announced the impending U.S. arrival of their new budget hotel brand, Moxy—and TPG Travel Editor Melanie Wynne shares more details.
Following the successful September 2014 launch of a single property in Milan, Marriott has just announced plans to bring its boutique Moxy Hotels brand to the U.S. in 2016. Targeted at millennials, this cheeky and self-service-focused line of budget hotels—Marriott’s answer to Starwood’s hip, youth-centered Aloft brand and Hyatt’s new locally-focused Hyatt Centric line —will be opening its first eight U.S. properties in New York City, San Francisco, Seattle, New Orleans and Chicago.
Between now and 2017, the Moxy brand will also open additional European properties in London, Berlin Oslo, Munchen and Frankfurt.
Moxy properties will all have a modern, residential feel, generally inhabiting renovated versions of former apartment buildings and inexpensive hotels. According to Anthony Capuano, Marriott’s Executive Vice President of Global Development, the first Moxy property in the U.S. will be in New York City’s Garment District, “on 37th and 7th Avenue, in a former SRO (single-residential occupancy building) from the early 1900s.” Two other New York properties will follow, set in Chelsea and Lower Manhattan.
Reflecting milennials’ largely app-driven desire to take a proactive role in meeting their own needs, the U.S. Moxy properties (following the lead of their Milan flagship) will offer self-service at check-in and in 24/7 “grab and go” food and beverage kiosks paired with communal kitchens.
High-speed WiFi will be free at each hotel (a perk already extended to all Marriott Rewards members), and Moxy lobbies will have lots of plug-ins for devices, “Adult Play” game areas with over-sized versions of Jenga and Connect Four, and chic bars with funky lighting.
Said bars will be staffed by bartenders who—as it appears on Moxy’s employee-recruiting site—are likely to be both easy on the eyes and capable of making hand-crafted cocktails. Moxy guests who sign up for Marriott Rewards will be given a coaster with special ink that becomes visible when wet, revealing a voucher for a complimentary drink.
Extra space will be at a premium in Moxy’s spare, intimate guest rooms, which will offer keyless entry, Apple TV and motion-sensor lighting, as well as fold-away tables and chairs. Bathrooms will feature subway tile, rain showers and plenty of sink and shelf space, as well as eco-friendly toiletries with labels that implore you: “Stop the Water While Using Me!”
Set in Malpensa Airport (MXP)’s Terminal 2, Moxy’s present hotel in Milan is a Marriott Category 2 property, starting at 10,000 points or 67 EUR/$76 US a night—a lower rate than should be expected at the Manhattan properties. An exact date has yet to be specified for the U.S. rollout, but we’ll be keeping an eye out for the first New York property in the first quarter of next year—and plan to bring you a review.
Has anyone stayed in the Moxy Milan? Please share your impressions of the hotel—or your thoughts about this new brand from Marriott—in the comments below.