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Heroes and Mavericks

(June 2017) posted on Fri Jun 16, 2017

Boutique Design’s 2017 Up-and-Coming Hoteliers are making their marks with niche hotel concepts that sell to Main Street and Wall Street.


By Mary Scoviak and Oriana Lerner

click an image below to view slideshow

The start-up: “I’ve always squirmed at phrases like, ‘We’ve always done it this way’ or ‘That’s how things are done here,’” says this DePaul University alum. She turned that into a major career advantage at MTV/Viacom, The Drake Hotel, Chicago, and in leadership roles with Marriott Intl.’s global brand management team. Her innovative thinking on initiatives to build out market reach and visibility for the giant’s lifestyle brands earned her the company’s Brand Marketing E-Commerce “Creativity & Innovation” award for the ground-breaking Lifestyle University program, created to identify and develop lifestyle leaders around the world, recognition as a top professional under 35 by LinkedIn Next Wave and a dream job: Creating a brand from scratch. “When we started work on what would become MOXY, we threw out everything we thought we knew about what today’s fun-hunting traveler expects from a lifestyle hotel,” she says. “We had the chance to research and craft every aspect of what was needed to create a spirited brand that would excite next-generation guests through style, attitude and price. And, yes, we really did get a blank slate from the beginning—and the freedom to continually revisit what we’re doing. I feel like non-conformity, open-mindedness and originality are core values that get rewarded with MOXY’s evolution. What could be more exciting than that?”

Vicki Poulos | MOXY Hotels
Vicki Poulos. Photo: Courtesy of Marriott Intl.



Why the world (and Marriott Intl. (MI)) needed another hotel brand: “Today’s consumers want to discover a killer experience at the right price, and on top of that, they want to validate that choice and share their experiences with others. We set out to create a fresh, audacious brand that answers that need by flipping the conventional hotel service model on its head to pleasantly surprise travelers at how much they can get away with in tailoring their experience without the exorbitant price tags. From our selfie elevators to our check-in at the bar and communal spaces, MOXY encourages play and shareable social moments for guests.”


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