Established
2014
Franchise Units
60
Minimum Investment
$15,000,000
Franchise Fee
$75,000
Total Investment Range
$35,000,000
Home Based
No
Description
Moxy Hotels is a bold, design-forward lifestyle hotel brand created for the modern, experience-driven traveler. Developed under the Marriott International portfolio, Moxy blends affordable luxury with playful social spaces, compact yet stylish rooms, and a strong emphasis on community, nightlife, and technology.
Positioned at the intersection of lifestyle and select-service hospitality, Moxy Hotels has redefined what younger travelers—and young-at-heart guests—expect from a hotel stay. From vibrant lobby bars that double as check-in hubs to curated music, local art, and social programming, Moxy properties are designed to be destinations, not just places to sleep.
In the USA, Moxy has gained rapid traction in urban cores, secondary cities, and high-growth lifestyle markets. The brand’s scalable development model, globally recognized backing, and strong RevPAR performance make Moxy Hotels an attractive franchise opportunity for real estate developers, hospitality groups, and institutional investors seeking a future-ready hotel brand with mass appeal.
Why Invest in This Franchise?
Investing in Moxy Hotels means aligning with one of the most dynamic hotel concepts in the U.S. hospitality sector.
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Backed by Marriott International – Leverage one of the most trusted hospitality ecosystems in the world, including global reservations, loyalty programs, and brand equity.
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High-Demand Lifestyle Segment – Appeals to millennials, Gen Z travelers, business travelers, and urban explorers seeking social experiences.
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Efficient Operating Model – Smaller room footprints, streamlined staffing, and centralized social spaces improve margins.
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Strong Brand Recognition – Moxy is widely recognized for its energetic vibe, social buzz, and Instagram-friendly design.
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Urban & Mixed-Use Friendly – Ideal for downtown locations, adaptive reuse projects, and mixed-use developments.
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Marriott Bonvoy Loyalty Power – Access to millions of loyal, repeat guests worldwide.
Background
Established Year: 2014
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Founders: Developed by Marriott International’s brand innovation team
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Ownership: Part of the Marriott International hotel portfolio
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Industry Category: Lifestyle / Select-Service Hotels
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Market Presence (USA): Over 60 active Moxy Hotels locations across major U.S. cities, with continued expansion in lifestyle and growth markets
Brand Journey & History
Moxy Hotels was launched as Marriott’s answer to a new generation of travelers who value experiences over excess. Inspired by boutique hotel culture but built for scalability, Moxy debuted in Europe before rapidly expanding into the U.S. market.
The brand’s success stems from its ability to deliver personality, design, and social energy at a price point that makes sense for both guests and investors. Today, Moxy is a global lifestyle brand with a strong U.S. footprint and a clear roadmap for future growth.
Support Training
Moxy Hotels franchisees benefit from one of the most comprehensive support systems in the hospitality industry.
Pre-Launch Support
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Market feasibility analysis and site evaluation
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Design and construction guidelines aligned with brand standards
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Vendor sourcing and procurement assistance
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Pre-opening staffing plans and recruitment support
Training & Operations
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Structured onboarding programs for owners and management teams
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On-site and digital operational training modules
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Standard operating procedures for guest service, housekeeping, F&B, and revenue management
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Technology systems training, including PMS and booking platforms
Marketing & Brand Support
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Inclusion in Marriott’s global marketing campaigns
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Digital advertising, brand storytelling, and social media frameworks
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Access to Marriott Bonvoy loyalty marketing and promotions
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Revenue management and pricing optimization support
Ongoing Support
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Dedicated brand and franchise support teams
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Performance benchmarking and analytics
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Continuous innovation in guest experience and technology
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Ongoing brand refreshes and design evolution
Ideal Candidate
Moxy Hotels is best suited for experienced and growth-focused investors.
Ideal candidates include:
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Hospitality groups or hotel developers with operational experience
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Real estate investors focused on urban or mixed-use projects
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Institutional or multi-unit hotel owners
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Entrepreneurs with strong financial capacity and long-term vision
Key traits:
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Passion for lifestyle hospitality and guest experience
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Ability to meet Marriott’s development and brand standards
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Interest in high-energy, social-centric hotel concepts
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Preference for metropolitan, lifestyle-oriented U.S. markets
Financial Detail
| Financial Component | Estimated Details (USD) |
|---|---|
| Franchise Brand | Moxy Hotels (Marriott International) |
| Industry Category | Lifestyle / Select-Service Hotel |
| Total Investment Required | $15,000,000 – $35,000,000+ |
| Minimum Investment | $10,000,000+ |
| Initial Franchise Fee | $75,000 – $100,000 |
| Number of Units | Single-unit & Multi-unit Development |
| Room Construction Cost (Per Key) | $180,000 – $250,000 (approx.) |
| Land Cost | Varies by market (often excluded) |
| Furniture, Fixtures & Equipment (FF&E) | Included in per-key construction estimates |
| Pre-Opening & Launch Marketing | $250,000 – $500,000 |
| Working Capital | $500,000 – $1,000,000+ |
| Royalty Fee | ~5% of Gross Room Revenue |
| Marketing / System Fees | ~2% – 3% of Gross Revenue |
| Technology / Reservation Fees | As per Marriott system requirements |
| Expected ROI | Competitive with lifestyle hotel benchmarks |
| Estimated Break-Even Period | 3 – 5 Years (market dependent) |
| Primary Revenue Streams | Room Revenue, F&B, Bar Sales, Events, Brand Experiences |
| Expansion Model | Urban, Downtown, Mixed-Use & Lifestyle Markets |