Moxy Hotels, part of the Marriott Bonvoy portfolio, has announced its ambitious plan to expand its European presence to 100 properties by the end of 2025. This expansion comes as the brand approaches its tenth anniversary and continues to cater to the upper-midscale lifestyle segment.

Currently, Moxy operates 89 hotels across 18 European destinations, which represents 60% of its global portfolio. The brand's signature style revolves around smart and flexible guestroom designs, vibrant social spaces, and curated soundtracks that embody the brand’s energy and local culture. Additionally, Moxy Hotels recently introduced the Moxy Guestbook, a digital platform that encourages guests to share user-generated content.

The expansion will include 17 new hotel openings by 2025, with the brand making its debut in Spain, Türkiye, and Luxembourg. Jerome Briet, Chief Development Officer for Europe, Middle East & Africa at Marriott International, stated: "We continue to see strong demand for hospitality experiences that are both stylish and affordable. Our expansion is focused on finding destinations that reflect Moxy's playful spirit."

The upcoming Moxy Barcelona, set to open next month, will mark the brand’s entry into Spain, featuring 414 guest rooms, social spaces, and a rooftop pool. Meanwhile, Moxy Istanbul Beyoğlu and Moxy Izmir will introduce the brand to Türkiye, with the former located in the historic Afrikahan building.

In Luxembourg, Moxy recently opened its doors at Moxy Luxembourg Airport, a 129-room hotel within the Skypark Business Centre. Other upcoming openings include new properties in France, Italy, Poland, Serbia, Germany, and Ireland, among others.

This month, the brand also made its debut in North Carolina with the opening of its first property in the region, showcasing Moxy's global momentum.