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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

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Why the pundits who say big brands can’t do lifestyle right are wrong: “With different collaborations, the company has launched EDITION, MOXY Hotels, Autograph Collection and AC Hotels as part of Marriott’s suite of lifestyle brands. And of course, with the largest acquisition, Starwood brings innovative brands like Aloft, Element and Westin into the portfolio. There are many advantages to scale that allows MI to do things that no independent company can do. Our scope offers many opportunities to innovate. At the end of the day, the focus is to keep all 30 brands distinct, and we will use the strength of our scale to do so.

MOXY Amsterdam | MOXY Hotels
MOXY Amsterdam. Photo: Courtesy of Marriott Intl.

“For example, we rely heavily on digital, social, and partnerships. MOXY has partnered with international artistic platform Talenthouse to create a program called BlankCanvas, which calls on multi-media artists from around the world to submit contemporary works that encapsulate the unexpected, fun, spirited attitude that our brand embodies and celebrates. We have seen great success with the program including over 2,600 art submissions from 46 countries globally and ten million social impressions.

“We launched our original YouTube series “DO NOT DISTURB” hosted by comedian Taryn Southern. The 12-episode series is produced in collaboration with Marriott’s Content Studio and is intended to drive consistent engagement by giving guests more shareable moments to get them talking. Set-up as a slumber party, the second season of “DO NOT DISTURB” was taped at the recently opened MOXY New Orleans and MOXY Berlin Ostbahnhof, during the hotels’ epic grand opening parties. This also brings home the idea that, not only are no two MOXY hotels the same because they reflect their locals—no two events will be the same from hotel to hotel. The setting defines all that.”



How far, how fast, how much: MOXY currently operates eight hotels in the United States and Europe. More than 70 approved deals are in the worldwide pipeline. Additional target markets include San Francisco, LA, Miami and Paris.

What gets her jazzed: “Starting something I have no idea how to finish. Anything with the potential for failure, but not total disaster, gets my heart racing.”

ANALYTICAL INNOVATOR
Mario M. Tricoci | co-founder and ceo | Aparium Hotel Group | Chicago


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