Marriott's Moxy Strategy

Twenty-something hipsters who want affordable yet stylish hotel digs when they travel are the target market for Marriott's newest chain of hotels, branded Moxy. Opening only in Europe, Moxy hotels are "designed for value-conscious travelers, which is not to say that all millennials are value conscious," observes Marriott's global brand officer for lifestyle and luxury brands. "But people in their 20s tend to be more cost conscious." In other words, this is often a price-sensitive segment yet demanding in terms of features and design.

Millennials also tend to be social and connected, so Moxy will offer digital amenities as well, including free Wi-Fi and outlets for charging electronic gadgets. Naturally, Moxy will have digital marketing to reach the always-connected Millennial target market.

Moxy is a partnership between Marriott and IKEA, the Swedish furniture retail chain. Although the hotels won't have IKEA flat-pack furniture, they will have some self-serve elements--reflecting the habits and expectations of the target market. How will Moxy affect the other Marriott brand strategies as Millennials expand their travel plans, increase their incomes, and change their behavior over time?

Marketing the Hotel Lifestyle for Home

Loved that lamp in your resort room? How about the pillows or mattress in your suite? You can live that lifestyle at home by buying the hotel-branded items of your choice from the hotel's in-room catalog or online listing or gift registry.

The Westin at Home Store features bed, bath, spa, and gifts. Plus the Web site invites bridal registry so friends and family can pick a Westin gift that the happy couple really wants.

Marriott has an in-room catalog offering all kinds of branded hotel items for sale, from soap to robes to bedding. It also has a Honeymoon Registry (see graphic above), where couples can register to have family and friends contribute toward their dream vacation in four categories: Accommodations, Food & Beverages, Activities, and Merchandise (the latter for bringing the hotel lifestyle home).

The Four Seasons promotes selected hotel-branded items for home use in its monthly magazine. A few weeks ago, the featured item was the special Four Seasons bed--available only through a concierge at one of the company's resorts or hotels, an ordering mechanism less convenient than the Westin offers.

Marketing the hotel lifestyle for home is a smart idea because it reinforces what the brands stand for and offers customers the opportunity to bring the brand into their daily lives.

Blog Personality

Business Week recently mentioned Typealyzer, a site that classifies the persona of a blog writer according to personality types similar to the Myers-Briggs personality model.

I entered this blog's name and discovered that I'm classified as a Doer (see not-too-accurate illustration of Doer, from Typealyzer, at left). BW says that Bill Marriott is a Doer, as well, based on his blog. Here's the definition of Doer, from Typealyzer. What do you think?

The active and playful type. They are especially attuned to people and things around them and often full of energy, talking, joking and engaging in physical out-door activities.

The Doers are happiest with action-filled work which craves their full attention and focus. They might be very impulsive and more keen on starting something new than following it through. They might have a problem with sitting still or remaining inactive for any period of time.