IKEA Brand Expansion Has A Lot Of MOXY
Cheap, Stylish, Prefabricated Hotel Rooms?
IKEA, the king of prefabricated furniture, will team up with Marriott to open 50 budget hotels in Europe over the next 5 years, with the first opening in Milan early next year. Designs for the new hotel called MOXY were revealed today and look pretty comfortable and chic.
These niche hotels will target youth travelers who are looking for affordable, yet upscale guestrooms and amenities. And for approximately ($78/per night, that’s €60) – that’s exactly what they plan to deliver. The hotels won’t use IKEA furniture (because let’s face it, it would not withstand the test of time), but overall construction is based on IKEA’s flat-packed concept, meaning many rooms will be prefabricated off-site and then assembled like IKEA furniture on-site – a new type of construction for Marriott.
The plan is to roll out 150 franchised MOXY hotels in Europe over the next decade with focus on locations in Germany, Austria, United Kingdom, Ireland, Belgium, Italy Norway and Sweden.
~ Meredith Aman, Account Supervisor, The S3 Agency