Sandra Schulze-Potgieter: ‘From the very beginning, Moxy has challenged the status quo’

What are the growth aspirations, priority markets around the world and upcoming global openings for Moxy Hotels?

From the very beginning, Moxy has challenged the status quo, offering a lively bar with rooms above. Social spaces are at the heart of everything the brand does – a lively lobby that attracts locals and guests alike. The small but smart rooms offer our guests everything they ask for while enticing them to come downstairs to enjoy the real social scene in the lobby.

Moxy Hotels has 135 hotels in 29 countries and territories. Our expansion for the Moxy brand is not about being everywhere, in every market, but rather about finding the right destinations that allow us to honour the playful spirit of the brand that Moxy is known for. Our development is therefore controlled and carefully thought out. The outlook for the future is very promising with new destinations ranging from beaches to ski slopes, legendary stadiums, the re-use of historic buildings, more innovation and distinctive destinations.

Much of the brand’s expansion is in Europe, where Moxy Hotels plans to add 17 properties to its European portfolio by the end of 2025, including its recent and upcoming entries into three markets:

Spain: Moxy Barcelona is due to open in early October, marking the brand’s remarkable entry into Spain. Located in the booming Sants district, the hotel is a stone’s throw from the high-speed train station, the historic city centre and FC Barcelona’s stadium. When it opens, Moxy Barcelona will feature 414 stylish rooms, lively social spaces and a rooftop pool offering the ultimate relaxation area with cabanas, a bar, ephemeral food stalls and views of the city.

Turkey: The brand is set to make its Turkish debut with the opening of Moxy Istanbul Beyoğlu by the end of the year, followed by the planned addition of Moxy Izmir. Moxy Istanbul Beyoğlu is set to open following a complete restoration of the historic Afrikahan building built in 1905. The 168-room Moxy will be located in the heart of Istanbul, within walking distance of Taksim Square – one of the region’s most renowned tourist destinations.

Luxembourg: The newly opened Moxy Luxembourg Airport marked Marriott’s debut in Luxembourg. With 129 stylish and comfortable rooms, the hotel is located in the Skypark Business Center at Luxembourg Airport and is directly connected to the airport terminal via an indoor walkwa

The brand also plans to expand its presence in France, Italy, Portugal, Ireland, Belgium, Poland, Serbia and Germany by the end of 2025. Future openings include:

• In France, Moxy plans to add Moxy Annecy to its portfolio by the end of this year, followed by Moxy Nice.
• The planned openings of Moxy Pompeii and Moxy Verona should strengthen the brand’s presence in Italy.
• In Germany, Moxy plans to open Moxy Kupferzell, Hohenlohe.
• Moxy plans to add its fifth hotel in Poland with the planned addition of Moxy Warsaw City.
• Following the opening of Moxy Cork, the brand plans to add Moxy Dublin Docklands in Ireland.
• Moxy plans to open its third hotel in Portugal with Moxy Alfragide Lisbon.
• Moxy Brussels Airport and Moxy Antwerp are set to strengthen Moxy’s presence in Belgium.
• The brand plans to add its second hotel in Serbia with the planned opening of Moxy Belgrade Skadarlija Downtown.
• In Switzerland, the brand plans to open Moxy Zurich, Letzigrund.

What are the profiles of the development partners?

As an organisation, we have always believed that working with the right partners and owners for the right brands, in the right place, is essential to our success. We work with a variety of partners (family offices, white label operators, private equity funds, institutional investors, etc.), with whom we share the same values and a particular focus on customer satisfaction.

The Moxy hotels we have developed are new builds (for example, Moxy Paris Val d’Europe or Moxy Paris Clamart), conversions of existing buildings (such as Moxy Lille, which replaced the University of Pharmacy, or the future Moxy Le Havre, which will replace a school in the city centre), or conversions of existing hotels (such as Moxy Paris Bastille or Moxy Lyon Airport).

How has the brand evolved since its creation?

Since its creation 10 years ago, Moxy has confirmed its position in the markets as a social hub and will continue to do so. We are working to bring new experiences with new bedtime stories, room enhancements focused on more comfort to elevate the experience. We are also focused on creating out-of-room experiences to continue to foster conversations between locals and visitors in our social hubs designed to work, play and socialise throughout the day and will continue to do so. In terms of design, Moxy will continue to be at the forefront of innovation to meet the needs of the modern traveller by creating flexible spaces. The evolution of Moxy Hotels includes:

• 2014 | Opening of the first Moxy hotel in Milan
• 2016 | Moxy makes its US debut with the opening of Moxy Tempe and Moxy New Orleans
• 2016 | Moxy honoured as a finalist in Fast Company’s Innovation by Design Awards 2016
• 2017 | Moxy partners with Lightstone Group to open U.S. flagship location in Moxy Times Square
• 2018 | Moxy makes its debut in Japan with the opening of Moxy Tokyo Kinshicho
• 2023 | Moxy Tromso opens as Marriott’s most northerly hotel
• 2024 | Moxy Halifax + Moxy Banff open in Canada as the brand’s first hotels in the country
• 2025 | Moxy will reach the milestone of 100 hotels opened in Europe

How does Moxy integrate CSR initiatives?

Sustainability is a challenge that the entire industry is striving to meet. With our size and scale, we feel a responsibility to do right by our employees, our customers, our communities and our planet. Serving our world has been a key principle for our company for over 90 years.

We call our approach ‘Doing Good in Every Direction’ because we see it as a 360-degree mission. We are committed to having a positive impact on all the communities where we are based. Our hotels implement sustainable initiatives, from using technology to save energy, to reducing the use of single-use plastic, to initiatives to reduce food waste.

An example of this at Moxy Hotels includes: Moxy Hamburg City’s ‘Too Good to Go’ food waste reduction programme. It works via a mobile app that connects customers to restaurants and shops with unsold surplus food and sells it at a reduced price for customers to pick up.

What is Moxy focusing on outside accommodation?

Moxy Hotels has always focused outside the accommodation element of the hotel, as it is a social brand first and foremost. The brand concept revolves around a central social hub that always includes a bar that doubles as a reception. All guests are welcomed with a drink to make them feel at ease from the start, a coworking space where locals and visitors like to work but which also expands in the evenings to form part of a local social hub. Moxy acts as the social heart of the destination, connecting the local community and its guests.

How have the guest profiles changed?

Our first guests who fell in love with the brand are now 10 years older, and we have to meet their needs without losing our DNA and our young audience. Our guests continue to be attracted to the brand by our social hub concept, where they can work, play and meet their peers in designer spaces. They also want more flexible rooms where they can spend more time and travel with their loved ones, friends and family.