Moxy Hotels, a brand under the Marriott Bonvoy umbrella, has announced plans to expand its European presence to 100 hotels by the end of 2025, to mark its tenth-anniversary celebrations.

Catering to the upper-midscale lifestyle segment, this brand currently operates 89 hotels across 18 European destinations, which constitutes 60% of its global portfolio.

The design ethos of Moxy Hotels focuses on smart, flexible guestrooms and eclectic spaces.

It also includes a curated soundtrack that resonates with the brand's energy and each destination.

Moxy Hotels has introduced the Moxy Guestbook, a digital interactive platform that incorporates user-generated content.

The expansion strategy includes the opening of 17 new hotels by 2025, with planned entries into new markets such as Spain, Türkiye, and Luxembourg.  

Marriott International Europe, Middle East & Africa chief development officer, Jerome Briet said: “We continue to see a strong demand for hospitality experiences in the region that are as stylish as they are affordable.

“Our ambitious expansion plans for Moxy are less about being everywhere, in every market, and more about finding the right destinations that help us honour the playful spirit that the brand is known for.”

Moxy Barcelona, set to open next month, will mark the brand's entry into Spain with 414 guest rooms, social spaces, and a rooftop pool.

Türkiye will see the brand's introduction with Moxy Istanbul Beyoğlu, housed in the restored Afrikahan building, followed by Moxy Izmir.

Moxy's debut in Luxembourg has been marked by the recent opening of Moxy Luxembourg Airport, a 129-room hotel situated within the Skypark Business Centre.

Further expansion plans include new properties in France, Italy, Portugal, Ireland, Belgium, Poland, Serbia, and Germany.

Other upcoming openings include Moxy Annecy and Moxy Nice in France, Moxy Pompeii and Moxy Verona in Italy, and Moxy Kupferzell, Hohenlohe in Germany.

Poland will welcome Moxy Warsaw City while Ireland will add Moxy Dublin Docklands following the opening of Moxy Cork.

Portugal will see the addition of Moxy Alfragide Lisbon, and Belgium will strengthen its Moxy portfolio with Moxy Brussels Airport and Moxy Antwerp.

Moxy Belgrade Skadarlija Downtown is set to open in Serbia, and Switzerland will see the opening of Moxy Zurich, Letzigrund.

Earlier this month, Moxy Hotels announced the launch of its first property in North Carolina.