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Marriott and Ikea: More than meatballs on the menu at new hotel chain
Marriott International yesterday announced a partnership with Ikea’s hotel arm to build a new low-cost brand aimed at hip young millenial travelers. The first Moxy Hotel will open in Milan, Italy, in early 2014, Marriott announced yesterday.
Ikea’s Inter Hospitality arm will own the first properties, and Nordic Hospitality, which already manages several Marriott brand hotels, will operate them.
"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," Marriott International president and CEO Arne Sorenson said.
Marriott plans 150 Moxy Hotels in Europe over the next 10 years, including Germany, Austria, United Kingdom, Ireland, Belgium, Italy, The Netherlands, Denmark, Finland, Norway, and Sweden, bringing the chain’s total room inventory on the continent to 80,000 rooms by 2015.
Amy McPherson, president and managing director of Marriott International in Europe, called the three-star tier "a huge opportunity to expand our market share in Europe."
Ramesh Jackson, Moxy brand vice president, said consumer tests showed that its core customer is "wildly self-sufficient" but still wants "a chance to connect with others in inviting social spaces in person or digitally."
By Cheryl Rosen
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