Moxy Vienna Airport, Austria

Moxy is advancing its strong presence with plans to expand into more than 40 new destinations in both fast-growing and established markets in Europe in the next three years. With more than 50 signed hotels in the brand’s pipeline expected to open in Europe between now and year-end 2020, the bold brand is sustaining sharp growth in countries such as Germany and the UK, as well as making its entry into key European destinations including FrancePortugal and The Netherlands.

Moxy accelerated its European footprint in 2017, and expects to continue to grow its robust pipeline for the continent over the next three years:


The German market already boasts nine Moxy hotels and is set to more than double its portfolio with another sixteen properties due to open by the end of 2019 in key cities such as FrankfurtMunich, Hamburg and Düsseldorf.


Following the recent openings of both Moxy London Excel and Moxy London Stratford, the UK expects to see the launch of a further five Moxy hotels by the end of 2018 alone. The brand expects to have all four corners of the country covered, with properties in vibrant destinations that fit the brand’s irreverent spirit, such as EdinburghGlasgowYork, and Southampton – set to offer bold and experiential stays for fun-hunting travellers.


The recent opening of Moxy Oslo X marks the brand’s entry into Scandinavia and paves the way for future development in what is a dynamic and growing market for European travel. Further properties in the pipeline include Denmark (Copenhagen) and Norway (Stavanger).

Market entries

 In addition to continued growth in existing markets, the Moxy brand will also make its debut in numerous new markets over the next three years, including The Netherlands (AmsterdamThe Hague), France(ParisLille, Biot), Portugal (Lisbon), Poland (Warsaw, Poznan, Katowice and Szczecin), Georgia (Tbilisi), Switzerland(Bern and Lausanne) Ireland (Dublin), and Greece (Patra).

The Moxy brand debuted in Europe in 2014 with the opening of Moxy Milan and has since grown to include 20 open hotels in destinations in EuropeNorth America, and the Asia Pacific regions, with over 90 properties in its development pipeline globally. Defined by attitude rather than price point, Moxy redesigns the traditional affordable hotel experience, allowing guests to work, play and connect whilst surrounded by bold design and contemporary style.  With its vibrant lobby spaces based around an amped-up bar experience, cozy rooms with premium comforts, 24/7 self-service grab and go, ample plug-ins for personal devices and free Wi-Fi, Moxy aims to surprise budget-conscious travellers with a thoughtful, spirited and fun guest experience – giving them only what they want and nothing that they don’t.

“Moxy was developed to respond to the changing needs of the next generation of travellers and it is this tailored experience that has made it so appealing to both guests and developers alike,” said John Licence, Vice President of Premium and Select Brands at Marriott International, Europe. “Moxy Hotels allow our guests to not take themselves too seriously, providing them with personalized experiences in a well-designed space that is surprisingly affordable, with the latest technology and plenty of social spaces that blend work and play. Giving guests all the fun, comfort and style without the hefty price tags has helped to set the brand up for success in Europe and beyond.”

Moxy is largely franchised, which drives the rapid growth of the brand.  Owners recognize the brand’s value proposition offering quick entry to the market, access to world-class global platforms and backing by Marriott Rewards, the industry’s leading loyalty programme.

“Moxy is experiencing tremendous growth momentum driven by owners looking to maximize the value of their assets quickly with adaptive, re-use and conversion opportunities,” said Carlton Ervin, Chief Development Officer at Marriott International, Europe. “Moxy’s flexible design makes it a smart choice for owners, as it easily adapts to a range of development projects, including the transformation of unconventional spaces – a spice warehouse, historical office building or vodka factory, for example – into a stylish, disruptive hotel experience.”