At a glance

Moxy, the hotel chain owned by Marriott, is seeking to build a brand that is geared towards the next generation of travelers.

Why it matters

Younger consumers place a high value on experiences and connectivity, meaning that hotels have new opportunities to stand out by providing bespoke and tailored experiences. In an often conservative industry, making room for experimentation is also important.

Takeaways

  1. Moxy has made playfulness a core element of its brand, from its positioning right through to the guest experience.
  2. Designing hotels with spaces for different moods, and which can be flexible depending on the time of day, has been a core objective.
  3. The brand is not seeking to appeal to everyone, but instead hopes to build deep loyalty with a smaller group of customers.