Moxy Hotels is closing in on a landmark 100 properties open across Europe, as it celebrates its first decade since the brand was launched.
First launched globally with an opening in Milan, Italy the playful brand has aimed to break the rules of a traditional hotel stay, taking the upper midscale lifestyle segment in a new direction. Since then, the brand has effectively used Europe as a region from which it has expanded worldwide. Even today, around 60% of Moxy’s hotel count is in Europe, with 89 hotels across 18 countries.
A playful spirit
“Our ambitious expansion plans for Moxy are less about being everywhere, in every market, and more about finding the right destinations that help us honour the playful spirit that the brand is known for,” commented Jerome Briet, chief development officer for Europe, Middle East & Africa at Marriott International.
The most recent addition to the Moxy lineup has been Moxy Luxembourg Airport. The 129 room hotel is directly connected to the airport terminal by a covered walkway.
Moxy is maintaining a strong opening momentum, and will open 17 more hotels across Europe by the end of 2025. Those openings kick off in October 2024 with the launch of Moxy Barcelona, the brand’s first Spanish destination. Located in the Sants neighbourhood, the hotel will have 414 rooms and a rooftop pool with great city views.
That will be followed by the arrival of Moxy Istanbul Beyoglu, one of two hotels in the country that will be later joined by Moxy Izmir. The Istanbul hotel is being created via a restoration of the Afrikahan building, which dates from 1905 and is just a short walk from the city’s Taksim Square.
“Moxy’s expansion into existing and new destinations across Europe reflects the aspirations and expectations of the next generation traveller,” said Sandra Schulze-Potgieter, Marriott’s vice president in the region for premium and select brands. “Our anticipated openings will stay true to the brand’s origins and focus on bringing a local design narrative in every public space, ensuring that every hotel feels ingrained in the local culture.”
During 2025, there will be openings every few weeks, with the portfolio growing strongly. In France, expect to see Moxy Annecy and Moxy Nice open. Italy, too, will see two more Moxy hotels revealed, in Pompeii and Verona. And in Belgium, Moxy Brussels Airport and Moxy Antwerp are coming. There will also be additions in Belgrade, Dublin, Lisbon, Warsaw and Zurich.
Global expansion
Outside of Europe, Moxy is also growing at pace. It has around a dozen sites in progress in North America, including Moxy Fayetteville Arkansas, Moxy Ottawa and Moxy Cincinnati. In Asia, the brand is adding Moxy hotels in Chennai, Kathmandu and Phuket.
Venturing into the African continent, there are plans for three Moxy hotels in Egypt. The brand is also growing in New Zealand, with Moxy Auckland due to launch in 2026, while a Moxy in Sydney is also being planned.
