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Millennials Now Have Their Own Hotel
By: Maryann Fabian
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Just in time for spring break, Marriott announced that it is adding a new brand aimed at Millennials. As part of a partnership with Ikea, the first Moxy hotel will debut in Milan next year with 150 slated to go up across Europe in the next ten years.

Gone are the days of backpacking across Europe and staying in youth hostels for Millennials. Moxy was created for “the next generation” of travelers who, apparently, saw the movie Hostel instead, got the bejeezus scared out of them, and asked their parents to spring for nicer accoutrements. But even though Ikea is part owner of the new “economy” brand, you won’t have to build your Folldal or Nordli bed frame before you sleep in it. In fact, the new three-star hotels won’t feature its furniture. They will instead use the Swedes’ low-cost construction techniques. Marriott says the room price will be under $100. According to Arne Sorenson, Marriott’s CEO, the hotel brand is for “people with a younger sensibility, for whom contemporary style is paramount.” Moxy guestrooms will sport large, flat screen TVs, built-in USB ports, upscale bath amenities, and an “art wall” in a “calming” color palette.

On the new Moxy website, solitary images of model types flash by. None look particularly “plugged in.” (One looks suspiciously like David Copperfield.) Ramesh Jackson, brand vice president, said, “We learned that these confident explorers are wildly self-sufficient, but still want a chance to connect with each other in inviting social spaces in person or digitally.” So lobbies at Moxy will have a “hip vibe” with a “bar scene” serving wine and local brews. Plus, they’ll add two “plug and meet” spaces with 56-inch TVs, complimentary computers and writing walls (to leave messages for other confident explorers?).

Marriott’s research ties in to a Better Homes & Gardens real estate survey released on Wednesday that said Millennials favor technology over curb appeal. More than half wouldn't consider living somewhere that wasn't up-to-date from a tech standpoint. Which may be why the new hotel will be at the Milan airport instead of downtown.


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About the Author
Maryann Fabian is a copywriter who has crafted the voice of some of this country's best brands.
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