by Michael J. Shapiro | March 07, 2018
Moxy Hotels, Marriott's upper-midscale, youth-focused flag, is in the midst of major European growth. More than 50 signed hotels in Moxy's European pipeline are expected to open by the end of 2020, which would expand the brand's footprint into 40 new destinations. 
The brand debuted in Europe, with the 2014 opening of Moxy Milan, so its continental roots already are established. But the strongest Moxy growth market now appears to be Germany: Nine Moxy properties are now operating in the country, and another 16 are scheduled to open there by the end of 2019 in cities such as Frankfurt, Munich, Hamburg and Düsseldorf.
In the U.K., five more Moxy will open this year alone, following the recent debuts of Moxy London Excel and Moxy London Stratford. Edinburgh and Glasgow in Scotland, and York and Southampton in England are among the destinations primed for expansion.
In Scandinavia, new properties in Copenhagen, Denmark and Stavanger, Norway, will join the now-operating Moxy Oslo X in Norway.
Moxy currently has 13 hotels open in Europe and 20 total worldwide, with a presence in both North America and the Asia Pacific region as well. The affordable hotels are marked by a bold design and style, with active lobby-bar scenes, simple but stylish guest rooms, 24/7 self-service grab-and-go food stations and free WiFi.
"Moxy was developed to respond to the changing needs of the next generation of travelers, and it is this tailored experience that has made it so appealing to both guests and developers alike," said John Licence, vice president of premium and select brands at Marriott International, Europe. "Moxy Hotels allow our guests to not take themselves too seriously, providing them with personalized experiences in a well-designed space that is surprisingly affordable, with the latest technology and plenty of social spaces that blend work and play."
Among the new destinations the brand is set to conquer with its European expansion are Netherlands (Amsterdam and The Hague); France (Paris, Lille and Biot); Portugal (Lisbon); Poland (Warsaw, Poznan, Katowice and Szczecin); Georgia (Tbilisi); Switzerland (Bern and Lausanne); Ireland (Dublin), and Greece (Patra).
The brand boasts 90 projects in its pipeline worldwide, in part because of the flexibility of its design - making it a good candidate for adaptive reuse and conversion opportunities, according to Carlton Ervin, chief development officer at Marriott International, Europe. "It easily adapts to a range of development projects," he noted, "including the transformation of unconventional spaces - a spice warehouse, a historical office building or a vodka factory, for example - into a stylish, disruptive hotel experience."