Moxy Hotels Celebrates 100th Opening in Europe, Middle East & Africa with Moxy Belfast City

Marriott International proudly announces the opening of its 100th Moxy hotel in Europe, the Middle East and Africa (EMEA) with the launch of Moxy Belfast City. This milestone marks a significant chapter in the brand’s bold expansion and reaffirms its commitment to delivering playful, spirited stays for the modern traveller.

Photo credits: Moxy Belfast City

Located in the heart of Belfast and the first Moxy Hotel in Northern Ireland, the 179-key hotel is a prototypical Moxy property, showcasing the brand’s playful design and vibrant social spaces. Developed in partnership with MHL Hotel Collection, Moxy Belfast City is a conversion project that features signature Moxy spaces from the energetic lobby where guests can check-in at Bar Moxy and receive a complimentary drink on arrival, to its lively communal spaces ideal for day to night gatherings. In addition to its buzzing public areas, the hotel offers a grab-and-go concept, programming with a local flavour, and communal tables for guests to plug and play. Moxy Belfast City is within walking distance of Belfast City Hall, Ulster Hall, Victoria Square Shopping Centre as well as the many restaurants, bars, and nightlife that the Cathedral Quarter has to offer.

“Reaching 100 hotels in EMEA is a proud moment for the Moxy brand,” said Neal Jones, Chief Operating Officer – Europe & Africa Premium & Select, Marriott International. “Moxy Belfast City embodies everything our guests love about the brand—bold design, energetic service, and a sense of fun that’s unmistakably Moxy. This latest addition to the portfolio continues Moxy Hotels approach of challenging the conventional hotel stays since its inception a decade ago. The brand has established itself as a leader in the upper midscale lifestyle segment across the region, with now 100 hotels in operation across 18 destinations in the region - representing 60 percent of the brand’s global portfolio.”

Photo credits: Moxy Belfast City

Since its global launch in Milan in 2014, Moxy Hotels, a part of Marriott Bonvoy’s portfolio of over 30 brands, has redefined the hospitality experience for the next generation of travellers with its industrial design, buzzing social spaces and bold programming. As part of its 10^th anniversary celebrations last September, the brand revealed plans to reach the 100-hotel mark in the region by the end of 2025.  Since then, Moxy has made its entry into Spain, Luxembourg and Türkiye, and expanded across other European markets with openings such as Moxy Pompei (Italy), Moxy Verona (Italy), Moxy Nice (France), Moxy Warsaw City (Poland) and Moxy Kupferzell Hohenlohe (Germany).

Following the milestone opening of Moxy Belfast City, the brand will continue its growth momentum in 2025 with the debut of five new hotels by the end of this year including Moxy Alfragide Lisboa (Portugal), Moxy Dublin Docklands (Ireland), Moxy Hamburg – Finkenwerder (Germany), Moxy London Piccadilly Circus (UK) and Moxy Paris La Villette (France).

Moxy’s growth and consumer popularity has been aided by the brand’s focus on encouraging each hotel to add in their own unique styling components as authentic nods to their surroundings and community, while staying true to the common brand narratives of escape, styling, and play.

Paul Higgins, Partner, MHL Hotel Collection, said, “We’re incredibly proud to be the 100th hotel in such a bold, energetic brand, and even prouder to open as the first Moxy Hotel in Northern Ireland. This milestone is about more than growth—it’s about bringing vibrant, playful spaces to a city full of energy and character. Belfast is the perfect backdrop for the brand’s spirit of connection, fun, and innovation."