Ikea’s Moxy Hotel Venture – Latest

Back in March Ikea and Marriott is set to create a line of cheap boutique hotels across Europe is music to some travelers’ ears probably. One niche that has not been satisfied where hospitality is concerned, is economy mixed in with design magic. But are crispy new ideas enough? Here’s a look at Ikea’s idea of a fad, Moxy Hotels for the next generation of traveler.

Marriott and IKEA launched an interesting new hotel concept, a hotel brand to suit a generation, the Millennium hotels that take aim at Generation “Y” guests, or Millennium Generation customers born after the so-called Generation X group. Moxy Hotels already put up a very nice storefront website, not exactly what I’d call gripping, as it lacks full screen imagery a la WIHP Convert sites, but it is modern and sufficient. And with hotels set to open in Milan, Berlin, London, and Frankfurt the chain will no doubt garner a big following among the backpacking jetset group.

The Swedish home furnishings giant that started out brewing their own beer has made templates for success ever since. Now the company aims to provide afford budget-conscious travelers an alternative akin to their no frilly, yet beautiful furniture lines. Ikea and Marriott would seem to be on course with this new deal. In line with the new dogma of Moxy, “Work, play. On, off. Overdrive, socialize”, here’s some features from the Moxy website. These new 3 star hotels will offer:

• Stylishly designed chic spaces to greet, meet and retreat
• Space to meet and collaborate featuring large writing walls and 56-inch TVs for presentation projections
• Complimentary computers and free Wi-Fi
• Vibrant, energetic bar scene where the conversation flows as easily as the local brews and vintage wine

Interestingly, Moxy Hotels just announced having selected BSUR Amsterdam as their partner for branding, helping define brand voice, and so forth. Since PR is in the wheelhouse of another of our publications, Everything PR News, we’ll leave off commentary on communicating brand here. But it is interesting to note the make model full frontal on the Moxy landing, and then to try and imagine a backpacking dude or dudette who might seek a room at Moxa. Sexy James Bond hotel, or rugged and Spartan backpacker haven?

Can Moxy differentiate from Tune and CitizenM? Is there room for a chic, sexy, backpacking, jet set, budget chain? And does Marriott and Ikea already have an identity crisis? Maybe Moxy will be a case of “to each its own”.