Moxy builds a hotel brand for a next-generation traveler

Moxy, the hotel brand, is carving out a distinct niche in a category that can often be defined by undifferentiated experiences.

Moxy is a hotel brand aimed at a new breed of traveler – with Gen Z serving as its long-term priority.

The Marriott-owned chain, which boasts over 50 locations around the world, centers its portfolio on urban hubs from New York and Washington, DC to London, Paris, Tokyo and Vienna. And this strategy reflects its overall goal to serve “the young and young at heart.”

“But to really lean into that, we need to understand what the next generation is going through,” Ryan Anderson, vp/marketing for growth brands at Marriott International, argued at the Youth Marketing Summit New York 2019,...

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