A NIGHT AT THE MOXY:

MAR­RIOTT’S HIP­STER EX­PE­RI­EN­TIAL BRAND

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The Mar­riott Star­wood merger was the biggest travel busi­ness deal of all time, re­sult­ing in 30 brands across the port­fo­lio, but as it turns out, there was room for one more. Introducing Moxy, a bold new brand of­fer­ing lip-sync bat­tles and el­e­va­tor photo booths to their guests – hip­ster-lean­ing mil­lenials known as “Fun Hunters”. Global brand lead, Vicki Pou­los, tells us more

Vicki, we have to ask – what’s with the name?

“Moxie” is de­fined as a force of char­ac­ter. Un­til now what the com­pe­ti­tion of­fered was tired and ba­sic and stripped of per­son­al­ity. We felt there was an op­por­tu­nity to play in a com­pletely new space and launch a new dis­rup­tive ho­tel ex­pe­ri­ence that caters to the next gen­er­a­tion of trav­ellers. It is not just about of­fer­ing a value propo­si­tion but it is also about re­spond­ing to the chang­ing needs of the cus­tomer and of­fer­ing a tech-savvy, high-en­ergy, play­ful, but dy­namic ho­tel ex­pe­ri­ence.

Mar­riott has so many brands that it’s hard to keep count – but what sets Moxy apart from the rest?

Moxy lives in Mar­riott’s Dis­tinc­tive Se­lect port­fo­lio. Moxy is a fun, vi­brant and stylish ho­tel ex­pe­ri­ence de­signed to give guests ev­ery­thing they want and noth­ing they don’t, at an af­ford­able price. Af­ford­abil­ity is not a sac­ri­fice of style nor a loss of com­fort and when we say: “less is more”, we ac­cen­tu­ate more, not less. Price is just a pleas­ant sur­prise.

Moxy is de­scribed as an “ex­pe­ri­en­tial” ho­tel brand, so what can guests ex­pect to ex­pe­ri­ence?

A Moxy Ho­tel is a 24/7 spot for all things fun and im­promptu. Moxy’s NOW + WOW com­mu­nal spa­ces, in­clud­ing its Liv­ing Rooms, game rooms and bar, come alive with a thoughtfully-crafted assem­blage of spon­ta­neous and or­ganic hap­pen­ings de­signed to cater to trav­ellers and lo­cals who like to hang-out with their friends and meet new ones, with­out hav­ing to empty their pock­ets. The cheeky pro­gram­ming en­cour­ages the cu­ri­ous to do all the stuff they would never think of do­ing back home, in a stylish and com­mu­nal set­ting. Some high­lights in­clude lip-sync bat­tles; acupunc­ture happy hour; Re­lax Cor­ners fea­tur­ing mini mas­sages and nail tat­toos; bur­lesque shows; tarot-card read­ings; al fresco screen­ings of cult clas­sics; adult colour­ing books; life-sized Jenga, and much more. Moxy en­cour­ages and fa­cil­i­tates share­able so­cial mo­ments. At each of the ho­tels, the photo con­cept lo­cated in­side the ho­tel’s el­e­va­tors has an old school photo booth look and feel, com­plete with the red cur­tain, stool and mir­ror. The tech­nol­ogy is the guests’ own phone, cam­era, iPad, or other, so they can save or share the im­age in­stan­ta­neously on their pre­ferred plat­form. In ad­di­tion, each Moxy location will have lo­cally in­spired props in their el­e­va­tor bank.

There are so many open­ings in the pipe­line be­yond the Lon­don de­but, what’s be­hind the choice of lo­ca­tions? Is there a trend?

The brand in the U.S. is de­signed to live in ur­ban/metro lo­ca­tions, while the brand in Europe lives in ur­ban, sub­ur­ban and air­port lo­ca­tions. Moxy Ho­tels first launched in Mi­lan in Septem­ber 2014. Moxy Tempe and Moxy Mu­nich Air­port opened in March 2016, fol­lowed by Moxy New Or­leans in May 2016, Moxy Ber­lin Ost­bahn­hof in Oc­to­ber 2016, Moxy Aberdeen in De­cem­ber 2016, and Moxy Lon­don Ex­cel in March 2017. The brand is en­ter­ing the mar­ket in a bold way, with sev­eral ad­di­tional iden­ti­fied projects slated for ma­jor met­ro­pol­i­tan lo­ca­tions in­clud­ing New York City, San Fran­cisco, Nashville, Seat­tle, Chicago, Frank­furt, Oslo, and Lon­don.

Tech­nol­ogy is ob­vi­ously key (pun in­tended), so what ma­jor in­no­va­tions can we ex­pect?

Ev­ery Moxy ho­tel is equipped with fu­ri­ously fast and free Wi-Fi, with abun­dant plug-ins to recharge no mat­ter where you are in the ho­tel’s pub­lic spa­ces, or the bed­room. Moxy Ho­tels is proud to be the first Mar­riott brand to fea­ture Key­less en­try across its en­tire port­fo­lio. Moxy of­fers In­ter­net TV with part­ners like Net­flix, YouTube, Hulu and Pan­dora. Ad­di­tion­ally, Moxy guests can stream con­tent di­rectly from their mo­bile, tablet or note­book to watch their per­sonal con­tent on their bed­room’s big screen TV, an ex­ten­sion of their tech en­abled life­style. Moxy Ho­tels also of­fers mo­bile check in (with Room Ready Alerts) and check out.

What else do you think mil­len­ni­als want that’s so dif­fer­ent from more “se­nior” trav­ellers?

Next-gen trav­ellers are less in­ter­ested in a cookie cut­ter ex­pe­ri­ence and want to dis­cover some­thing new. Moxy calls its tar­get guests Fun Hunters – they don’t take them­selves too se­ri­ously, they live in the mo­ment, want to ex­pe­ri­ence life to the fullest. Most grew up in a DIY world – they are used to check­ing them­selves in at the air­port, they like the in­de­pen­dence of be­ing in con­trol and be­lieve self-ser­vice is the best ser­vice.

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