Moxy Hotels has launched a new lifestyle campaign in Greater China, introducing limited-edition, candy-inspired cocktails and interactive lobby experiences across 10 properties, as lifestyle hotel brands intensify efforts to engage younger, experience-driven travellers at the start of the year.
Moxy Brings Experiential Activations to China Properties
Moxy Hotels, part of Marriott Bonvoy’s global brand portfolio, has rolled out its “Sweet Moxy Fest” campaign in collaboration with creative candy brand Amos. The initiative is live across 10 Moxy Hotels in Shanghai, Suzhou, Ningbo, Chongqing, and Shenzhen, blending themed beverages with social, gamified lobby experiences.
Timed to coincide with the New Year travel period, the campaign reflects a broader shift within the lifestyle hospitality segment, where hotels are positioning public spaces as experiential hubs rather than purely functional areas.
The activation integrates food-and-beverage storytelling, playful design, and interactive guest participation—core elements of Moxy’s brand positioning globally.
Candy-Inspired Cocktails Anchor the Campaign
At the centre of the initiative are three limited-edition New Year cocktails, each incorporating Amos gummies and designed to evoke festive symbolism:
- Wish Come True – Featuring Amos Orange Gummies, offering a bright, citrus-forward profile
- Rising Higher – Using Building-Block Gummies for a layered, creamy texture
- Abundance Always – Finished with 3D Goldfish Gummies for a playful, refreshing touch
Guests receive a Moxy Coin at check-in, which can be redeemed for one of the themed cocktails, in addition to the brand’s standard welcome drink options.
Interactive Lobby Experiences Drive Social Engagement
Beyond beverages, the campaign extends into Moxy’s lobby spaces through a series of interactive installations designed to encourage participation and social sharing:
- Lucky Wheel games featuring challenges or small prizes
- Candy Claw machines at select hotels, offering Amos treats or themed merchandise
- Sugar Boost Stations for self-serve candy access throughout the stay
- Candy-themed décor and custom plush toys positioned as photo-friendly touchpoints
These elements reinforce the lobby’s role as a social anchor, particularly for younger travellers who value communal spaces and shareable moments.
Why It Matters
As competition intensifies in China’s lifestyle hotel segment, brands are increasingly turning to experiential programming to differentiate beyond room design and price. Moxy’s campaign highlights several wider industry trends:
- Lobby-led engagement replacing traditional front-of-house formality
- F&B as storytelling, not just amenity
- Brand collaborations used to tap into pop culture and social sharing
- Gamification as a tool to drive dwell time and guest interaction
For global hotel groups, such initiatives also serve as scalable brand expressions that can be adapted across markets without significant structural investment.
At a Glance
- Campaign: Sweet Moxy Fest
- Brand: Moxy Hotels (Marriott Bonvoy)
- Markets: Shanghai, Suzhou, Ningbo, Chongqing, Shenzhen
- Key Features: Candy-inspired cocktails, interactive lobby games, themed décor
- Target Audience: Younger, experience-focused travellers
- Timing: New Year travel period
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