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Name the trade-off in advance
In their place, the ground floor works like a coworking lounge, with a 24-hour barista, someone making really good cocktails, and a bar where guests check in instead of a desk. The rooms are small, with a very good TV and very good Wi-Fi. After checking out and having breakfast, guests can hang around for another five hours, which would feel unwelcome in a conventional hotel.
The format suits a night or two, and a week or a honeymoon would be a poor fit. About 90% of guests love it, by the chain's own account, because they have stayed before or know how it works and chose the deal in advance. The other 10% expect a Marriott and are furious.
Expectation minus reality is the formula that matters. A business can provide less of something as long as it does not actually disappoint.
Why do lowered expectations raise satisfaction?
In a 1980 paper in the Journal of Marketing Research, Richard Oliver laid out the expectancy-disconfirmation model of satisfaction. It holds that people judge a product by the gap between what they expected and what they received. When performance beats expectations, satisfaction rises, and when it falls short, satisfaction drops, whatever the absolute quality.
How did Moxy begin?
Marriott launched the Moxy brand in 2014, and its first hotel opened near Milan Malpensa airport. The concept was developed in collaboration with IKEA, which influenced the furniture and design of the compact rooms. The brand was aimed at travelers who wanted a low price and a lively shared space.
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