-밀레니엄 세대 타겟(2035) -메리어트 브랜드

1. D E V E L O P M E N T

2. MOXY IS A NEW WAY OF
TRAVELING IN WHICH
‘SMALLER’ IS CONCENTRATION,
NOT REDUCTION.
THE PRICE DOES NOT DEFINE
OUR OFFERING; IT’S A
PLEASANT SURPRISE.

3. M O X Y H O T E L S | 3
SMART
FUN
UNEXPECTED
SURPRISING
THOUGHTFUL
UNCLUTTERED
SEAMLESS
SPIRITED
VIBRANT
ATTITUDE
UNCOMPROMISING
PLAYFUL
COMMUNAL
CONSCIENTIOUS
YOUNG-AT-HEART

4. IN THE BOOK
M A K I N G O F M O X Y
M O X Y B E G I N N I N G S
W H Y M O X Y N O W
G U E S T P R O F I L E
P H I L O S O P H Y
C O R E V A L U E S
W H A T ’ S I N S I D E O F T H E H O T E L
T H E N O W
P U B L I C S P A C E
P U B L I C S P A C E L A Y O U T
Z O N E S
B & F E X P E R I E N C E
B & F L A Y O U T
G U E S T R O O M & B A T H R O O M
G U E S T R O O M & B A T H L A Y O U T

5. M O X Y H O T E L S | 5
S U B J E C T M A T T E R
T O O L S & R E S O U R C E S
P O W E R O F M A R R I O T T
P O W E R O F M A R R I O T T
W H E R E M O X Y F I T S I N T O M A R R I O T T
W E H A V E D O N E I T B E F O R E
M O X Y O N T H E M A P
M O X Y O N T H E M A P
M O X Y I N T H E P R E S S
G E T M O X Y !

6. MOXY BEGINNINGS

7. M O X Y H O T E L S | 7
Moxy is our newest brand and is a combination of two powerfulMoxy is our newest brand and is a combination of two powerful
forces, Marriott International and Inter Hospitality Holding.forces, Marriott International and Inter Hospitality Holding.
Marriott international has 4000 open hotels and a proven historyMarriott international has 4000 open hotels and a proven history
of growing some of the most successful hotels. Inter Hospitalityof growing some of the most successful hotels. Inter Hospitality
Holding brings its rich construction experience. The brand wasHolding brings its rich construction experience. The brand was
developed in response to a clear opportunity in the economydeveloped in response to a clear opportunity in the economy
sector in Europe which is highly fragmented and largely driven bysector in Europe which is highly fragmented and largely driven by
independent players. Moxy now breaks the compromise betweenindependent players. Moxy now breaks the compromise between
style and value.

8. A NEW TARGET HAS FORMED | THEY HA

9. M O X Y H O T E L S | 9
AVE UNCOMPROMISING EXPECTATIONS
The expectations of the Millennial traveler have evolved greatlyThe expectations of the Millennial traveler have evolved greatly
in recent years -in recent years - they do not believe in compromises, requiring
not only distinctive style, but memorable valuenot only distinctive style, but memorable value. They are keenly
aware of their choices, gravitating towards experiences that areaware of their choices, gravitating towards experiences that are
not only rich in vibrancy and attitude, but also great value.not only rich in vibrancy and attitude, but also great value.

10. THEY’RE FIERCELY INDEPENDENT

11. M O X Y H O T E L S | 1 1
Millennial customers are confident and self-awareMillennial customers are confident and self-aware - well versed in
how to travel in today’s tech enabled world. They appreciate the ideahow to travel in today’s tech enabled world. They appreciate the idea
of hospitality over service: they want to be welcomed, and toof hospitality over service: they want to be welcomed, and to
help-themselves. They realize that self-service is the best servicehelp-themselves. They realize that self-service is the best service.

12. THEY’RE FUN AND ENERGETIC

13. M O X Y H O T E L S | 1 3
Despite their independent flair,Despite their independent flair, these travelers like to connect
to fellow free spirited travelersto fellow free spirited travelers on their own terms; they
are independent tribesmen. They draw energy from vibrantare independent tribesmen. They draw energy from vibrant
places. They see hotels less as a place to rest, and more as anplaces. They see hotels less as a place to rest, and more as an
opportunity to engageopportunity to engage.

14. WHY MOXY NOW | RISE OF LIFESTY
THESE BRANDS OFFER A GREAT EXPERIENC

15. M O X Y H O T E L S | 1 5
YLE ECONOMY DRIVEN BRANDS
CE (NOT JUST PRODUCT) AT A GREAT PRICE.

16. GUEST PROFILE

17. M O X Y H O T E L S | 1 7
They choose a brand that personally resonate with – fun andThey choose a brand that personally resonate with – fun andThey choose a brand that personally resonate with – fun andThey choose a brand that personally resonate with – fun and
youthful in spirit, fashion forward in design, and ahead of theyouthful in spirit, fashion forward in design, and ahead of theyouthful in spirit, fashion forward in design, and ahead of theyouthful in spirit, fashion forward in design, and ahead of the
curve in technology - one that allows them to move through thecurve in technology - one that allows them to move through thecurve in technology - one that allows them to move through thecurve in technology - one that allows them to move through the
world without borders - Moxy.world without borders - Moxy.world without borders - Moxy.world without borders - Moxy.

18. PHILOSOPHY

19. M O X Y H O T E L S | 1 9
Moxy offers a new way of traveling in which smaller isMoxy offers a new way of traveling in which smaller is
concentration, not reduction. In which affordability is not aconcentration, not reduction. In which affordability is not a
sacrifice of style, nor a loss of comfort. When we say ‘less issacrifice of style, nor a loss of comfort. When we say ‘less is
more’, we accentuate more. Not less.more’, we accentuate more. Not less.

20. CORE VALUES

21. M O X Y H O T E L S | 2 1
Moxy’s brand essence is best captured inMoxy’s brand essence is best captured in Now & Wow.
Moxy isMoxy is thoughtfulthoughtful. Every detail has been executed with the. Every detail has been executed with the. Every detail has been executed with the
costumer’s needed in mind.costumer’s needed in mind.
Moxy is spirited - always buzzing with high energy, interesting people- always buzzing with high energy, interesting people
and an energetic crew.and an energetic crew.
Moxy is fun. Until now what the competition offered was tired and. Until now what the competition offered was tired and
basic – stripped of personality. Inclusive and young at heart, webasic – stripped of personality. Inclusive and young at heart, we
challenge the status quo to shows the world what “moxie”challenge the status quo to shows the world what “moxie”
really means.

23. WHAT’S INSIDE OFWHAT’S INSIDE OFWHAT’S INSIDE OF
THE HOTELTHE HOTEL

24. THE NOW | PUBLIC SPACE

25. M O X Y H O T E L S | 2 5
From the top of its ribboned façade to the bottom of itsFrom the top of its ribboned façade to the bottom of its
concrete polished floors, from the floor-to-ceiling art walls toconcrete polished floors, from the floor-to-ceiling art walls to
the iconic guest lift, Moxy design and style is seriously consideredthe iconic guest lift, Moxy design and style is seriously considered
and playfully executed. As an extension of Moxy’s youthful andand playfully executed. As an extension of Moxy’s youthful and
uncompromising voice, design is crisp, earthy and fun. Moxyuncompromising voice, design is crisp, earthy and fun. Moxy
materials are natural and interesting, lighting is always appropriatematerials are natural and interesting, lighting is always appropriate
and occasionally inventive.and occasionally inventive.

26. THE NOW | LAYOUT

27. M O X Y H O T E L S | 2 7

28. INDIVIDUAL / PERSONAL
ZONE 1
Also known as the peace and quiet
zone, this area is designed for
undisturbed solo or mellow small-group
pursuits. Think introver t: engaging mind,
quiet voice.
ZONE 2
A little more active, the Welcom
which incorporates entr y and livi
room features balances which need
happen now with what might happ
next. Check-in, check-out, hang o
THE NOW | ZONES

29. M O X Y H O T E L S | 2 9
ASSEMBLY / GATHERINGS
me,
ng
d to
pen
ut.
ZONE 3
Now things are star ting to
heat up. The color pops,
lights sparkle and so does
the mood.
ZONE 4
This is where the buzz lives. The
ultimate conversation pit mashes with the
high energy DJ-driven par ty space.

30. THE NOW | B&F EXPERIENCE

31. M O X Y H O T E L S | 3 1
The Moxy B&F Strategy was thoughtfully designed with the targetThe Moxy B&F Strategy was thoughtfully designed with the target
in mind - seamless, smart and fun. Our 24/7 self-service conceptin mind - seamless, smart and fun. Our 24/7 self-service concept
gives our guests access to what they want, whenever they wantgives our guests access to what they want, whenever they want
it. The layout allows guest to hang at their own pace - on ait. The layout allows guest to hang at their own pace - on a
couch with mobile device in hand or in the scene at the bar withcouch with mobile device in hand or in the scene at the bar with
beverage in hand. Regardless of which path they choose, you canbeverage in hand. Regardless of which path they choose, you can
always sense the energy - morning, noon or night. Moxy is a funalways sense the energy - morning, noon or night. Moxy is a fun
place to be.place to be.

32. THE NOW | B&F LAYOUT

33. M O X Y H O T E L S | 3 3

34. GUEST ROOM & BATH

35. M O X Y H O T E L S | 3 5
When it’s time to get away from it all, the Moxy guest retreats toWhen it’s time to get away from it all, the Moxy guest retreats to
private quarters designed for luxurious downtime. Here, comfortprivate quarters designed for luxurious downtime. Here, comfort
meets style with natural, organic materials in rich, neutral tones,meets style with natural, organic materials in rich, neutral tones,
high-thread-count bedding, upscale bath amenities, flat-screenhigh-thread-count bedding, upscale bath amenities, flat-screen
televisions and convenient USB ports. A vibrant, signature “arttelevisions and convenient USB ports. A vibrant, signature “art
wall” makes a surprising statement in each room. Recharged andwall” makes a surprising statement in each room. Recharged and
refreshed with their moxy once again intact, guests are grateful forrefreshed with their moxy once again intact, guests are grateful for
the small oasis of The Quarters and ready to face the world anew.the small oasis of The Quarters and ready to face the world anew.

36. GUEST ROOM & BATHROOM | LAYOU

37. M O X Y H O T E L S | 3 7
T
SQUARE METERSQUARE METERS
17 (Bathroom is 3 SQ Meters; Living Space is 14)17 (Bathroom is 3 SQ Meters; Living Space is 14)
AMENITIESAMENITIES
42 inch TV42 inch TV
Queen-size bedQueen-size bed
High-thread count beddingHigh-thread count bedding
Spacious showerSpacious shower
Wicked fast Wi-Fi and it’s free throughout the hotelWicked fast Wi-Fi and it’s free throughout the hotel
USB portsUSB ports
Leather chair and ottomanLeather chair and ottoman
Motion activated lights under bedMotion activated lights under bed
Air play technologAir play technology to connect your device

39. M O X Y H O T E L S | 3 9
SUBJECT MATTERSUBJECT MATTER

41. M O X Y H O T E L S | 4 1
TOOLS & RESOURCESTOOLS & RESOURCES

42. TOOLS AND RESOURCES

43. M O X Y H O T E L S | 4 3
BRAND STANDARDS
Technology – Total Hotel
Guest Room and BathroomGuest Room and Bathroom
Guest Room and Bathroom – AmenitiesGuest Room and Bathroom – Amenities
Bedding and Linen
Rooms and Public Space – ServicesRooms and Public Space – Services
B&F – Product
STANDARD OPERATING PROCEDURESSTANDARD OPERATING PROCEDURES
Beverage & Food
Front Office
Front Office – Total Hotel
Housekeeping and EngineeringHousekeeping and Engineering
TURNKEY PROGRAMMINGTURNKEY PROGRAMMING
Music
Lighting
Scent
Food & Beverage

44. POWER OF MARRIOTT

45. M O X Y H O T E L S | 4 5M O X Y H O T E L S | 4 5

46. POWER OF MARRIOTT

47. M O X Y H O T E L S | 4 7
The World’s largest full service hotel operator in the World.The World’s largest full service hotel operator in the World.The World’s largest full service hotel operator in the World.
Over 4,000 hotels in 73 countries.Over 4,000 hotels in 73 countries.Over 4,000 hotels in 73 countries.
Marriott.com is the World’s 9th largest consumer retail site.is the World’s 9th largest consumer retail site.
Marriott MobileMarriott Mobile is the 3rd largest m-commerce site in theis the 3rd largest m-commerce site in the
world (behind Amazon and iTunes)world (behind Amazon and iTunes)world (behind Amazon and iTunes)
Marriott RewardsMarriott Rewards is the industry’s most preferred loyaltyis the industry’s most preferred loyalty
program with 44 million members.program with 44 million members.program with 44 million members.

48. POWER OF MARRIOTT
Marriott is recognizedMarriott is recognized
as one of the best
companies to work forcompanies to work for
and by Newsweek asand by Newsweek as
one of the biggest greenone of the biggest green
companies.

49. M O X Y H O T E L S | 4 9
ADDITIONAL SERVICES INCLUDE:ADDITIONAL SERVICES INCLUDE:ADDITIONAL SERVICES INCLUDE:
Customized Brand and Service Training ProgramCustomized Brand and Service Training ProgramCustomized Brand and Service Training Program delivering relevant
and leading-edge platformsand leading-edge platformsand leading-edge platforms
Modern Marketing Programs, Social Media and PR CampaignsModern Marketing Programs, Social Media and PR CampaignsModern Marketing Programs, Social Media and PR Campaigns focused
on brand strategyon brand strategy
Marriott Business ServicesMarriott Business ServicesMarriott Business Services providing a shared services organization
to transform HR and finance capabilitiesto transform HR and finance capabilitiesto transform HR and finance capabilities
Regional/Property MarketingRegional/Property MarketingRegional/Property Marketing eCommerce, including cluster marketing
programs to supplement global campaignsprograms to supplement global campaignsprograms to supplement global campaigns
Revenue ManagementRevenue Management offering cluster revenue-management supportoffering cluster revenue-management support
for General Managersfor General Managers

50. WHERE MOXY FITS INTO MARRIOTT
LUXURY LIFESTYLE FULL
PRICE

51. M O X Y H O T E L S | 5 1
L SERVICE SELECT SERVICE EXTENDED STAY

52. WE HAVE DONE IT BEFORE

53. M O X Y H O T E L S | 5 3
Marriott has a long and proven history of establishing andMarriott has a long and proven history of establishing and
successfully growing global brands. Our experience and rich historysuccessfully growing global brands. Our experience and rich history
enables owners and operators to seamlessly tap into a turn keyenables owners and operators to seamlessly tap into a turn key
infrastructure and instantly turn on revenue, ecommerce andinfrastructure and instantly turn on revenue, ecommerce and
reservation engines that are the best in its industry.reservation engines that are the best in its industry.
Our formula for establishing new brands is tried and tested andOur formula for establishing new brands is tried and tested and
our success in the select service sector is particularly renowned.our success in the select service sector is particularly renowned.
Using our decades of experiences, we have a rapidly establishingUsing our decades of experiences, we have a rapidly establishing
scale and turning our brands into global platforms.scale and turning our brands into global platforms.

55. M O X Y H O T E L S | 5 5
MOXY ON THE MAPMOXY ON THE MAPMOXY ON THE MAP

56. MOXY ON THE MAP
MILAN Malpensa, 05.2014
MUNICH Airpor t, 12.2014
BERLIN East Station, 2015
LONDON Royal Docks, 2015
LONDON Stratford, 2015
LONDON Heathrow, 2015
FRANKFURT Airpor t, 2015
FRANKFURT Eschborn, 2015

57. M O X Y H O T E L S | 5 7

59. M O X Y H O T E L S | 5 9
MOXY IN THE PRESSMOXY IN THE PRESS

61. M O X Y H O T E L S | 6 1

63. M O X Y H O T E L S | 6 3
GET MOXY!GET MOXY!

65. M O X Y H O T E L S | 6 5

66. 2014 Marriott International. Unpublished material.
All Rights reser ved. MARRIOTT CONFIDENTIAL AND
PROPRIETARY INFORMATION.
The contents/photography/illustrations of this
material are confidential and proprietar y to Marriott
International, Inc. and may not be disclosed,
distributed or used without the written permission of
an authorized representative of the company. All of
the material should be considered draft; photography
and illustrations are for FPO.