Moxy Hotels: Marriott’s “Playful Disruptor” Brand

This case study examines Moxy Hotels, a relatively new Marriott International brand. Marriott has a global reputation for delivering high guest satisfaction and for producing above-average market performance metrics. Until the launch of its suggestive brand, Marriott was popular for providing a conventional hotel experience where guests and investors knew what to expect. Now, Marriott is offering a franchise model for what it has deemed to be a blue ocean opportunity with a bold, competitive marketing strategy. Marriott has targeted a very specific segment, and its disruptive concept makes some guests uncomfortable; however, Marriott is committed to its strategy. This case examines the Moxy Hotels vertical of Marriott and explores the challenges and opportunities this new concept poses for the long-standing brand.