More Freedom for Brand and Market: MOA Berlin
The new independence gives MOA Berlin room for quick decisions and local ideas.
With its departure from international franchise structures, MOA Berlin is repositioning itself. As an independent brand, the hotel will now rely on entrepreneurial agility, local identity, and a hybrid usage concept. At the start of the year 2026, MOA Berlin reached a strategic turning point: after more than a decade in international franchise networks, Berlin's second-largest conference hotel will now operate as an independent brand. The decision to go independent is the result of a deliberate evaluation and marks a realignment in the positioning and business strategy of one of the capital's key MICE players.
With its new independence, MOA Berlin combines the ambition to strengthen entrepreneurial flexibility and freedom of decision-making. Internal structures and processes have been built up over many years in such a way that independent brand management is possible. This step is accompanied by a change in operational leadership: an established dual leadership team takes over responsibility and stands for continuity in culture and organisation alongside strategic further development.
A central part of the repositioning is the guiding principle Congress, Kiez & Culture. MOA Berlin now sees itself as a hybrid urban hub that combines international congress expertise with an urban Berlin lifestyle. In addition to hotel and event operations, dining and co-working spaces are also part of the integrated concept – a response to changing market requirements and the growing need for multifunctional meeting spaces. 👉 Read the full article on Le Martin
