IKEA Teams Up With Marriott for European Hotel Chain reports Fetighaus
UK and German top targets for new chain
Marriott has unveiled its designs for a new three-star hotel brand, Moxy, which has coordinating with Inter IKEA Group. A new website for the Marriott now introduces the Moxy hotel chain, and according to the website, Moxy will be “the potency of style, innovation, and tech-savviness.”
Inter IKEA is investing nearly $500 million for the nearly 50 budget hotels within the European region in the next half decade, according to Marriott executive statements. The move is in partnership with them and an undisclosed European hotel operator.
Contrary to what many would likely assume, IKEA will not be utilizing its furniture or designers. Instead, according to the Wall Street Journal, Inter IKEA came up with the concepts that are lowering construction costs by using prefabricated off-site assembled furniture.
The Marriott has released a statement noting guestrooms will be functional with an upscale bath amenities list, large flat-screen television, as well as a built-in USB port located within the wall socket, and available WiFi.
Both Marriott and Inter IKEA have set their sites on the British and German markets as their top likely successes for the Moxy brand. Italy, Austria, and the Netherlands are the considerations for secondary expansion.
Director of IKEA hotel operation, Peter Andrews, stated that the company is aiming to build the between 150-300 room hotels in the usual hotspots. Such areas include office parks, airports, and mass-transit stations.
Marriott Chief Executive Arne Sorenson stated, "This is a fresh new take on the economy segment."
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