Moxy hotels concept and positioning
A European economic 3 stars “Moxy” hotels, after the success of the first debut property in Milan with also upcoming locations planned in Europe. . The brand new budget and Ikea’s hotel concept under the cooperation of the American Hotel Group, Marriot and the inter Ikea group; Moxy hotels are the stylish concept of budget hotel. The hotels want to be defined by its style and attitude in addition to the smart, modern and cozy design with an excellent room facility with technology at an affordable price. Moxy has innovation and potency of style as well as tech-savvy, which those are the demands that will respond Generation Y need (Home - Moxy Hotels, 2016).
Location
The first establishment of Moxy hotels
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Moxy offers two different types and prices of breakfast • Grab and Go breakfast, CHF 8
• Continental breakfast, CHF 12
Social Media strategy
Moxy created “The guestbook” a digital platform located in Moxy’s lobby. The hotel encourages the travellers to collect stories, quotes, images, stream video and share the Moxy experience during stay with #atthemoxy via Instagram. Moreover, Moxy hotels also engage travellers and fans through “DO NOT DISTURB”, the eight episode comedy series, sharing original, edgy, fun stories in bed on Moxy’s YouTube channel. The series were filmed in a Moxy bedroom. It adds more value to the property that allows the audiences to experience Moxy via YouTube (Watkins, 2016).
Distribution partner
Marriott brand has a Worldwide Reservation Network with 14 worldwide reservation centers and other than 2,500 reservation agents as well as its distribution for reservation network system tool, which is integrated with the revenue management, customer loyalty and e-commerce, called MARSHA. Also the Global Distribution System (GDS) that used by Travel Agents (Marriott,
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