Moxy hotels: stylish budget hotels by Marriot and Ikea

Moxy hotels: stylish budget hotels by Marriot and Ikea
February 21 05:07 2017 Print This Article

Marriott International launched its Moxy budget hotel brand last September, at Milan Malpensa airport. Lehnert says that targeting young people exclusively is not its intention. “There is a continued blur between business and private life, “he says. “You may sit there at 9pm working on a presentation but in the afternoon you may be on Facebook. We want to make sure Moxy appeals not just to the millennial, but to the kind of people who live this life.” More to the point, he says: “Fifty per cent of our overnight stays are from reward-card holders and there are very few millennials among them.”

Will lifestyle budget hotels be successful?

Behind the scenes, Moxy has also taken a fresh approach to operations. Lehnert says: “We have fewer staff [than traditional hotels] – we run a 170-room property with 15 FTEs [full-time equivalents]. There are no departments – everyone does everything so they have to be specially trained. There is no office for the general manager – they have a lockable drawer but they are in the public space – and staff all eat with the guests. “This helps to offset the extra money invested in the design and facilities (such as 42-inch flatscreen TVs), which are decidedly “not budget”, meaning people get a better experience. Will lifestyle budget hotels be successful? Hart thinks so: “My prediction is that the hotels that will thrive are those that cater to this new breed of working traveller – we want sumptuous, interesting décor, personality and a dose of luxury. We also want our partners and families catered for if they’re in tow, as well as superfast, free, hassle-free wifi, great public spaces for meetings and hot-desking, and sharp staff that respond swiftly to our needs.” Yet this doesn’t mean the demise of cookie-cutter operations.

Amir Segall is vice-president of international for booking app Hotel Tonight, which has 13 million downloads and a 50-50 mix of business and leisure customers.

He says: “The younger generation likes to be spontaneous, to try something different. But I think the traditional chain will always be around – people like places that are familiar.” Ultimately, travellers will have more choice, and can earn points at the same time.


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