Last year, I wrote about the IKEA budget design hotels that were going to pop up all over Europe. Now, Marriott has apparently teamed up with IKEA’s real estate arm and will launch these under new budget conscious MOXY Hotels brand in Europe.
Marriott is scheduled to open first MOXY hotel in Milan sometime in early 2014. London, Berlin and Frankfurt should follow shortly thereafter. These hotels have 150 to 300 rooms each. You will earn Marriott Rewards points for staying at MOXY Hotels.
Marriott has released some designs of these MOXY hotel rooms and they definitely look super tiny. It seems that Marriott is going after the Starwood’s Aloft brand and is trying to target this to the younger audience than their other 18 hotels brands.
The budget hotels are very popular in Europe and Accor has their budget brands all over. From the design concepts shown on the MOXY’s website, this somehow resembles a bit SPG’s Aloft concept that is marketed to the same demographics.