“These are the kids who were born during the technology age. They want technology, but not necessarily to use someone else’s. Price is also very important to them”


the chance,” said Jackson. “In Europe, of about 1.7m rooms in the economy sector, only 28 per cent are branded. We felt there was a huge opportunity, and we found great partners in Inter Hospitality and Nordic Hospitality.” Inter Hospitality, which will be the


developer and owner of the hotel build- ings, is part of the Property Division of the Inter Ikea Group, and was estab- lished in January 2012 to invest in and develop hotels across Europe. Nordic Hospitality will operate Moxy Hotels, and Marriott will own the brand. Jackson, who’s worked for Marriott


ISSUE 3 2013 © cybertrek 2013


for almost 25 years, came on board in January 2013. When he got the call asking if he wanted to help launch the new brand, he was managing two hotels in Hydrobad, India. “I said, okay, let me just phone my wife and ask if she’s happy to move to Germany,” he says. “The decision was that quick. The idea of building a new brand from the ground up was really very interesting to me.” Marriott’s involvement will instantly professionalise the brand, says Jackson. “We will bring our reserva- tions systems, our marketing ability


and the global sales force we have, as well as the Marriott Reward scheme.”


THE ROOMS


One of the main selling points of the new hotels will be their price, and the partners have come up with a formula to help keep costs low. Firstly, the hotel rooms will be small. All of the rooms will be 17 square metres, but crucially Jackson says that they will feel a lot bigger. “We have designed prototype


rooms, which we showcased at the International Hotel Investment Forum


Read Leisure Management online leisuremanagement.co.uk/digital 65


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