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Moxy Hotels: Marriott’s “Playful Disruptor” Brand

Arthur Holman & Lisa Cain

Journal of Hospitality & Tourism Cases2025https://doi.org/10.1177/21649987251359376article
ABDC C
Weight
0.50

What the paper says

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.

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https://doi.org/https://doi.org/10.1177/21649987251359376

Or copy a formatted citation

@article{arthur2025,
  title        = {{Moxy Hotels: Marriott’s “Playful Disruptor” Brand}},
  author       = {Arthur Holman & Lisa Cain},
  journal      = {Journal of Hospitality & Tourism Cases},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/21649987251359376},
}

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Moxy Hotels: Marriott’s “Playful Disruptor” Brand

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.