Work will start this summer on a new hotel at the NEC campus in Solihull.
Dutch developer Vastint Hospitality has confirmed that construction will be begin in June on the 224-bedroom hotel in Perimeter Road, close to the main National Exhibition Centre building and Pendigo Lake.
The eight-storey hotel will operate under the Moxy brand, which is part of the global Marriott group, and is due to open in mid-2019.
Moxy was launched by Marriott in 2013 in partnership with Swedish furniture giant Ikea in a bid to capture the attention of millennial travellers and a more youthful market.
John Hornby, NEC group's chief operating officer, said: "This new hotel is an excellent addition to our site's profile and will complement the existing range of hotels on site and in the surrounding area.
"As well as adding much-needed hotel room capacity, it will bring a fresh and vibrant ambience and experience for the six million visitors and guests attending the NEC, the Genting Arena and Birmingham Resorts World each year."
Emma Gray, director of marketing and communications at the West Midlands Growth Company, added: "More visitors than ever are choosing to spend time in the West Midlands, with a 17 per cent rise in domestic tourists in the last five years and the largest growth in overseas visits of all UK regions in 2017.
"This has led to significant development activity across our business tourism sector, demonstrating the confidence that investors hold in the region's visitor economy.
"Moxy's arrival on the NEC campus will give visitors a new choice when coming to the region for events and exhibitions, and to sample our leisure offer."