Hybrid accommodation brand Generator has revealed plans to double its portfolio by 2031, as it acquires sites in London and Paris to add to the portfolio.
In the UK capital, where Generator already operates what it calls a “boutique hotel and urban hostel” in the city’s King’s Cross district, a second property is now on the way. The group has bought the Novotel London Greenwich, which will be transformed in the coming months into a Generator. An ideal spot for a hotel, Greenwich is on the shortlist for many visitors to London, thanks to its history and as it is the spot where the international date line is located. The hotel will open under the brand from the beginning of 2027, with a phased renovation that will stamp the brand’s unique feel on the building, adding more communal spaces and exciting food and beverage options.
Working with Covivio in Paris
In Paris, Generator has signed a management agreement to convert an existing office building into Generator Paris Place d’Italie. It will work closely with landlord Covivio on the conversion to create its latest hostel.
The move fits with Covivio’s plans to revitalise its European commercial property holdings, repurposing some older office properties with conversion to new uses. Elsewhere in Paris, Covivio is also working on refurbishment of the Banke Opera Paris, which in 2027 will relaunch as a Radisson Collection hotel.
“Our ambition is to double Generator’s portfolio by 2031 through a flexible mix of acquisitions and management agreements, alongside hotel conversions and the adaptive reuse of existing buildings,” commented Generator CEO Xavier Mufraggi. “Generator London Greenwich and Generator Paris Place d’Italie are the first step in delivering that ambition, with further growth already firmly on the agenda.”
The Generator business was split in 2025, into two parts. Owner Queensgate Investments retained the US side of the business, comprising hotels in Miami and Washington DC. The European arm was sold to Brookfield Asset Management, which paid a reported EUR776 million for a division with 15 hotels in major European gateway destinations, and a total of 2,800 rooms.
A Mix of Accommodation Choices
Generator was one of the leaders in the hybrid hostel space, combining a mix of accommodation that on the one hand offers pure hotel rooms, and on the other shared spaces for groups to stay together, cutting the cost of staying in city centres. At the same time, there is a focus on creating welcoming and high style communal spaces within each property, often with a strong food and beverage offer.
Other similar formats have followed. Meininger is another hybrid operation, with sites in many European cities, along with Safestay. a&o lays claim to being Europe’s largest hostel brand, and is now growing by acquiring pure hotel properties. Accor acquired the Jo&Joe brand, which it is now growing internationally, and this offers a mix of accommodation at its sites.
