Marriott’s “millennial” hotel brand Moxy expands

Marriott International’s experiential hotel brand aimed at millennials, Moxy Hotels, will expand with six new openings.

Moxy Chattanooga Downtown, which opened in November, will be joined this year by Moxy Atlanta Midtown, Moxy Memphis Downtown, Moxy Nashville Vanderbilt at Hillsboro Village, Moxy Nashville Downtown and Moxy Louisville.

They will join the more than 25 Moxy hotels in North America, Europe and Asia Pacific.

The brand is unique and reinvents the hotel experience to appeal to younger customers. Tech-enabled rooms with “white-hot WiFi” feature motion sensor lighting and smart-TVs. The elevators are selfie photo booths and the guestbooks are digital. A unique B&F (beverage and food) strategy is 24/7 to give guests access to what they want, when they want it. Guests are encouraged to interact in the communal spaces with entertainment and games making lobbies more like “living rooms with a bartender”.

Vicki Poulos, Senior Global Brand Director, Moxy Hotels, said: “Following our first U.S. debut in New Orleans in May 2016, we are excited for Moxy Hotels to expand in the Southeast in vibrant cities that embody the brand’s fun and spirited attitude. We threw out the hotel rulebook in order to create hotel experiences that will bring out the local flavor and energy of the cities they are in with thoughtful touches and bold programming.”

The hotel has a playful design with communal public spaces, and smart, flexible bedrooms. The hotels feature polished concrete floors, exposed concrete columns and open ceilings.

Personalised hotels for the younger generation

Last month, the Form Hotel opened in Dubai. The hotel allows guests to customise their stay with add on services and experiences.

Form Hotel Dubai is a 136 room, four-star hotel in the UAE city’s Al Jadaf neighbourhood.

Form Hotel offers a stripped-back experience as standard, but guests have the option to add on different services, amenities and experiences. These include premium shaving kits and toiletries, as well as more unusual options including a private butler or even sky-diving.

Industry analysts have identified personalisation as a trend for modern attractions – particularly in demand among the younger generations.

Image: Moxy Hotels Instagram