With its departure from international franchise structures, MOA Berlin is realigning itself. As an independent brand, the venue will focus on entrepreneurial agility, local identity and a hybrid utilisation concept in future.
At the beginning of 2026, MOA Berlin completed a strategic turning point: After more than a decade in international franchise networks, Berlin's second-largest conference hotel will operate as an independent brand in future. The decision to become 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 aims to strengthen entrepreneurial flexibility and decision-making freedom. Internal structures and processes have been developed over the years to enable independent brand management. This step is accompanied by a change in operational management: an established dual leadership team takes over responsibility and stands for continuity in culture and organisation with simultaneous strategic development.
A central component of the repositioning is the mission statement Congress, neighbourhood & culture. In future, MOA Berlin will see itself as a hybrid urban hub that combines international congress expertise with an urban Berlin lifestyle. In addition to hotel and event operations, the integrative concept also includes catering and co-working spaces - in response to changing market requirements and the growing demand for multifunctional meeting spaces.
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