Marriott International will partner with a division of Swedish home-furnishings company IKEA to launch Moxy Hotels, an economy brand in Europe geared toward young, budget-conscious travelers.
Moxy’s first property is scheduled to open in Milan in early 2014; it will be franchised by Marriott and owned by Inter Hospitality Holding, the real estate division IKEA formed last year.
The hotels will range from 150 to 300 rooms and will feature free WiFi and touches such as floor-to-ceiling wall art in guestrooms.
Marriott plans to franchise about 150 Moxy hotels within the next 10 years throughout Western Europe. Norway-based Nordic Hospitality will be Moxy’s first franchisee.
“Marriott will lead the way in redefining the traditional economy hotel experience throughout Europe,” Marriott CEO Arne Sorenson said in a statement Tuesday. “Every aspect of the hotel was thoughtfully researched and crafted to reflect and deliver on the changing lifestyles and expectations of this fast-growing customer segment.”
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