Marriott International is launching Moxy Hotels, its first entry into the economy tier, three-star hospitality segment in Europe.

The hotel chain said the new brand combines “contemporary stylish design, approachable service and, most importantly, an affordable price”. It will debut in Italy, with the first Moxy Hotel expected to open in Milan in early 2014.

To grow the brand rapidly, Marriott is working closely with Inter Hospitality, who will be the initial developer and owner of the first Moxy Hotels properties. 

Marriott has selected Nordic Hospitality, a hotel operator that currently manages several Marriott brand hotels in Scandinavia, to be its first franchisee to operate the brand.

Marriott plans to add 150 franchised Moxy Hotels in Europe over the next 10 years, aiming for locations in Germany, Austria, UK, Ireland, Belgium, Italy, the Netherlands, Denmark, Finland, Norway, and Sweden. 

The new brand, which has been in development for nearly two years, is expected to fuel Marriott’s companywide growth in the region, which is set to reach 80,000 rooms by 2015.

Arne Sorenson, president and chief executive of Marriott International, said: “We are thrilled to be able to launch the brand with Inter Hospitality as an owner and Nordic as our franchisee. 

“With a dedicated real estate partner and an experienced operator, we expect a fast start and the exceptional customer service that is associated with all of Marriott’s brands.”

Amy McPherson, president and managing director of Marriott International in Europe, said: “We see a huge opportunity to expand our market share in Europe with Moxy Hotels.

“The economy tier in Europe represents nearly half of total room supply, yet only 20% of these hotels are branded. Moxy Hotels will be a great addition to our portfolio of brands in Europe.”