Moxy Hotels, part of Marriott Bonvoy’s diverse portfolio of over 30 brands, is on a mission to redefine the European travel experience. Since its debut in Milan in 2014, Moxy has revolutionized hospitality with its edgy industrial design, vibrant social areas, and bold programming, attracting a new generation of travelers seeking style and affordability.
As the brand celebrates its 10th anniversary, it’s announced plans to expand its European footprint to 100 properties by the end of 2025. This ambitious growth strategy involves adding 17 new hotels, including first-time ventures into Spain, Turkey, and Luxembourg. Moxy currently operates 89 hotels across 18 European locations, representing 60% of its global presence.
Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, Marriott International, highlights the driving force behind this expansion: “We continue to see a strong demand for hospitality experiences in the region that are as stylish as they are affordable. Our ambitious expansion plans for Moxy are less about being everywhere, in every market, and more about finding the right destinations that help us honor the playful spirit that the brand is known for.”
For over a decade, Moxy has been disrupting traditional hospitality norms. From check-ins at the bar with a complimentary cocktail or mocktail to creating lively social spaces available throughout the day, Moxy aims to be the social hub of each destination, fostering connections between business and leisure travelers and engaging the local community.
The brand’s distinctive design approach has been a cornerstone of its success. Moxy Hotels feature smart, flexible guestrooms and vibrant, eclectic spaces where guests can relax and play throughout their stay. Each hotel incorporates unique local elements, reflecting its surroundings and community, while maintaining the brand’s core themes of escape, style, and play. Moxy’s curated soundtrack, blending jazz, chill, and underground genres, enhances the playful, nostalgic atmosphere that resonates with each location.
Catering to the social nature of modern travelers, Moxy also introduced the Moxy Guestbook, becoming a pioneer in utilizing user-generated content to create an interactive digital platform across its global properties.
Sandra Schulze-Potgieter, Vice President, Premium & Select Brands, Europe, Middle East and Africa, Marriott International, emphasizes the brand’s alignment with the aspirations of the next generation of travelers: “Moxy’s expansion into existing and new destinations across Europe reflects the aspirations and expectations of the next generation traveler. 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.”
Here are some highlights of Moxy’s upcoming European openings:
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Moxy Barcelona:
Opening in October 2025, marking the brand’s debut in Spain. Located in the Sants neighborhood, near the High-Speed train station, historic city center, and FC Barcelona Stadium. Features 414 stylish guestrooms, vibrant social spaces, and a rooftop pool with cabanas, bar, pop-up food stalls, and city views.*
Moxy Istanbul Beyoğlu:
Set to open by the end of the year, marking Moxy’s first property in Turkey. Located in the heart of Istanbul, within walking distance from Taksim Square. 168 rooms housed in the historic Afrikahan building, restored from its 1905 origins. Moxy Izmir is also expected to follow as the brand’s second entry into Turkey.*
Moxy Luxembourg Airport:
Recently opened, marking Marriott’s debut in Luxembourg. Features 129 stylish rooms within the Skypark Business Center at Luxembourg Airport. Direct indoor access to the airport terminal via a walkway.Expansion Highlights (by end of 2025):
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France:
Moxy Annecy to open by the end of the year, followed by Moxy Nice.*
Italy:
Moxy Pompeii and Moxy Verona to further expand the brand’s presence.*
Germany:
Moxy Kupferzell to open in Hohenlohe.*
Poland:
Moxy Warsaw City will become the brand’s fifth hotel in the country.*
Ireland:
Moxy Dublin Docklands will follow the opening of Moxy Cork.*
Portugal:
Moxy Alfragide Lisbon will be the brand’s third property in the country.*
Belgium:
Moxy Brussels Airport and Moxy Antwerp to strengthen Moxy’s footprint.*
Serbia:
Moxy Belgrade Skadarlija Downtown will be the second Moxy hotel in Serbia.*
