Marriott International Inc. (MAR), the largest publicly traded U.S. hotel chain, and Ikea’s parent will start a chain of European budget hotels, with the first due to open in Milan in 2014.
“We see a huge opportunity to expand our market share in Europe,” said Amy McPherson, president of Marriott International in Europe. “The economy tier in Europe represents nearly half of total room supply, yet only 20 percent of these hotels are branded.”
Moxy will open in countries including Germany, the U.K., the Netherlands, Belgium and Austria, Marriott said. Inter Hospitality, a subsidiary of Inter Ikea Group, will develop and own the properties, according to the statement.
“The new brand will fuel Marriott’s company-wide growth in the region, which is expected to reach 80,000 rooms by 2015,” the company said.
Moxy will be Marriott’s first chain of three-star economy hotels in Europe, the company said.
The Wall Street Journal reported the plan earlier today.
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