Moxy Hotels to Reach 100 Hotels in Europe by the End of 2025

Since its global launch in Milan in 2014, Moxy Hotels, a part of Marriott Bonvoy’s portfolio of over 30 brands, has redefined the hospitality experience. As part of its 10th anniversary celebrations, the brand revealed plans to reach the 100-hotel mark in its Europe region by the end of 2025, with the anticipated addition of 17 hotels, including market entries into Spain, Türkiye and Luxembourg. Today the brand has established itself in the upper midscale lifestyle segment across the region, with 89 hotels in operation across 18 destinations - representing 60 percent of the brand’s global portfolio.

10 Year Celebration

“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,” says Jerome Briet, chief development officer, Europe, Middle East & Africa, Marriott International. “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.”

For over a decade, Moxy Hotels has challenged the status quo on traditional and transactional hotel stays in Europe - from checking in at the bar with a complimentary cocktail or mocktail to focusing on social spaces from morning to night. With each of its hotels, Moxy aims to be at the heart of the destination, sparking local community engagement and connection between business and leisure travellers, as well as locals. Design has been a key differentiator for the brand from the beginning, by creating smart guestrooms, and spaces that offer guests the chance to play during their stay. The success behind Moxy’s design has been the focus on encouraging each hotel to add in their own styling components as authentic nods to their surroundings and community, while staying true to the common brand narratives of escape, styling, and play. The soundtrack across Moxy Hotels has also been integral to its programming, with handpicked music that reflects the distinct vibes and playful spirit of the brand and the destination, from jazz, to chill to underground genres, blending nostalgia with discovery. Tailored to today's travellers who are social beings at heart, Moxy Hotels also introduced the Moxy Guestbook, becoming one of the first brands to leverage user generated content into a digital interactive platform at each property across the globe.

Sandra Schulze-Potgieter, vice president, Premium & Select Brands, Europe, Middle East and Africa, Marriott International added, “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.”

Moxy Hotels is slated to add 17 properties to its European portfolio by the end of 2025, including its recent and upcoming entries into three markets:

• Moxy Barcelona is expected to open in October, marking the brand’s its entrance into Spain. Located in the neighbourhood of Sants, the hotel is a stone’s throw away from the High-Speed train station, the city centre and FC Barcelona Stadium. When it opens, Moxy Barcelona will feature 414 guestrooms, social spaces and a rooftop pool offering a chill out area with cabanas, a bar, pop-up food stalls and city views.
• The brand is anticipated to make its debut in Türkiye with the opening of Moxy Istanbul Beyoğlu by the end of the year, followed by the expected addition of Moxy Izmir. Moxy Istanbul Beyoglu is slated to open following a complete restoration of the historical Afrikahan building that was built in 1905. The 168-room Moxy will be located in the heart of Istanbul within walking distance from Taksim Square – one of the most renowned tourist destinations in the area.
• The newly opened Moxy Luxembourg Airport marked Marriott’s debut in Luxembourg. Featuring 129 stylish and comfortable rooms, the hotel is located within the Skypark Business Center at Luxembourg Airport and is directly connected to the airport terminal via an indoor walkway.

The brand also plans to expand its presence in France, Italy, Portugal, Ireland, Belgium, Poland, Serbia and Germany by the end of 2025. Upcoming highlights include:

• In France, Moxy is slated to add Moxy Annecy to its portfolio by the end of this year, followed by Moxy Nice.
• The expected openings of Moxy Pompeii and Moxy Verona are poised to strengthen the brand’s footprint in Italy.
• In Germany, Moxy anticipates opening Moxy Kupferzell, Hohenlohe.
• Moxy plans to add its fifth hotel in Poland with the anticipated addition of Moxy Warsaw City.
• Following the opening of Moxy Cork, the brand expects to add Moxy Dublin Docklands in Ireland.
• Moxy is slated to open its third hotel in Portugal with Moxy Alfragide Lisbon.
• Moxy Brussels Airport and Moxy Antwerp are expected to strengthen the presence of Moxy in Belgium.
• The brand plans to add its second hotel in Serbia with the expected opening of Moxy Belgrade Skadarlija Downtown.
• In Switzerland, the brand expects to open Moxy Zurich, Letzigrund.