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In a bid to cash in on the rising tourism demand, Marriott International, Inc. (MAR - Analyst Report) announced its plans to open five Moxy Hotels in major European cities by the end of 2015. The hotels will be opened at Munich, Berlin and Frankfurt, Germany, as well as Oslo, Norway. Marriott International also plans to sign 13 Moxy hotel deals in Europe by the end of 2014.

Moxy Hotels debuted in Sep 2013 at the Milan Malpensa Airport in Italy. The first six Moxy Hotels in Europe will be developed and owned by Inter Hospitality Holding, with Nordic Hospitality as the franchisee.

With its Moxy Hotel brand, Marriott International is seeking to target the economy sector in Europe. The brand caters to the emerging multitude of next-generation travelers who do not want to compromise on comfort and design for an affordable price. We believe the brand’s appeal will primarily lie in its affordable price point. The hotelier plans to unveil at least 150 Moxy Hotels within the next decade throughout Europe.

Marriott International is consistently trying to expand its global presence, especially in areas like the economy segment in Europe, which boasts solid growth potential. Notably, the company plans to double its properties in Europe by 2015.

Currently, Marriott International carries a Zacks Rank #2 (Buy). A better-ranked stock in the hotel industry is Huazhu Hotels Group Ltd (HTHT - Snapshot Report), which sports a Zacks Rank #1 (Strong Buy). However, in the broader leisure services sector, stocks like Wynn Resorts Ltd. (WYNN - Analyst Report) and MGM Resorts International (MGM - Analyst Report) can also be considered. While Wynn Resorts boasts a Zacks Rank #1, MGM Resorts has the same Zacks Rank as Marriott.

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