“The fragmented nature of the European market is why we launched Moxy,” Tina Edmundson, global brand officer for Marriott International, said.” When we looked at the midscale segment we saw that there was such a dearth of a branded product.” Some of Marriott’s soft brands such as the Autograph Collection have a lot of elasticity were previously independent and brought into the company’s fold, said Edmundson. “Hotel owners also want growth and having multiple brands in one market helps us to do that,” said Edmundson. “Just as we do on the consumer side, it’s important that we allow for growth in our owner community as well.” Get the full story at Skift