Moxy’s planned expansion to the UK will come after it has opened in six locations across Europe by the end of 2015, including Milan Malpensa Airport, Munich Airport, Berlin Airport, Berlin Ostbahnhof, Oslo Exporama and Frankfurt Gateway Gardens.
Expansion into the UK and Germany
Moxy aims to open 150 hotels in the next ten years, which means it has to grow at a fast rate.
Vice president and global brand manager of Moxy hotels Ramesh Jackson told BigHospitality: “We’re going to be primarily focusing on Germany and the UK because those are the two largest markets with the most potential in Europe right now. Of course we’ll have other hotels in other parts of Europe as well but a big chunk of the growth is going to come from those two countries.”
A number of the new Moxy hotels are being set up at transport hubs such as airports and train stations.
Jackson said: “To find the sites for our hotels we look at whether the vicinity would provide high demand for the hotel. Some of the airports we’re looking at are easy wins because there’s a lack of similar hotels in the area.
“Our Oslo site is going to be next to an Explorama exhibition centre so we think that will generate business for us.”
Rise of smaller format hotels
BigHospitality recently reported on the growing demand in the UK for smaller format and budget boutique hotels, a market that Moxy is catering to.
Jackson said: “Not everyone can afford to stay in a Marriott or a Ritz Carlton or one of the five star hotels. But just because they can’t afford that doesn’t mean they want to give up on the quality and style that decent hotels can provide. If they can get something like that at a better price they would stay.
“We feel that the Moxy product, which is very sleek, is far superior to anything that is in this market right now.”
All of the rooms in the Moxy hotels measure 17sq.m and are designed to be functional.
Jackson said: “The rooms are 17sq.m but they’re so well appointed and designed that they feel a lot larger than that. When we were in the Berlin mock-up last year launching the brand, I showed the room to about 400 people over two days and the constant question was: Is this really only 17sq.m?”
Design and Technology
Rooms in the Moxy hotels feature upscale bath amenities, large flat screen televisions and built-in USB ports throughout the room.
Jackson said: “Technology is very important. Obviously our target audience is the Gen-Y, millennial travellers, and for them it’s a non-starter if you don’t have good technology. If you don’t have good Wi-Fi, they’re not going to stay with you.
“Millennials have a minimum of three to four gadgets at any given time and they want to be able to use them and charge them. We have USP ports next to the bed and the television and Wi-Fi is free.”
The design scheme of the hotels uses neutral tones with natural materials and aims to evoke an organic and comfortable feel. Each room will feature a floor to ceiling signature ‘art wall’ which reflects the individual hotel’s destination.
Jackson said: “We place a high importance on design and how the room looks, so a lot of work went into design and furniture and fixtures. For us it’s very important that we have high quality products both in the rooms and the public areas.
“We don’t work with any one company for furniture, we’ve come up with the design and now we’re looking for who can provide us what we want at the best price.”
The first Moxy hotel will be situated at Milan Malpensa Airport and will open in September this year.