Generator, whose design-driven affordable luxury has disrupted the hospitality industry across Europe since 2011, will now operate all four Freehand Hotels and their respective food and beverage outlets after purchasing the brand for £316m this week.
The acquisition led by London-based firm Queensgate Investments, which owns Generator, merges the original upscale hostel trailblazers and reaffirms Generator as a global pioneer in the hospitality industry. With Generator’s storied success in Europe and Freehand’s expertise in the U.S. market, this new merger marks a momentous milestone in the brand’s history and future.
Following the brand’s acquisition transition, Generator will operate a total of 18 properties Worldwide, including Freehand’s New York, Los Angeles, Chicago, and Miami hotels.
The Company’s original portfolio, including Generator Miami and the upcoming Generator Washington, D.C., will not undergo any operational or branding changes, but with four Freehand properties functioning in parallel, the acquisition will present valuable opportunities to strengthen Generator’s presence in North America and leverage Freehand’s experience, expertise, and market knowledge.
Similarly, while Generator has no plans to make any immediate changes to Freehand’s operations, the company will look to implement successful practices that have made Generator an incredibly strong performer in the industry.
Both Generator and Freehand have been able to capitalise on the sensibilities of the travelling millennial by promoting local authenticity, innovative food and beverage offerings, and social interaction, capturing the essence of the hospitality industry’s experience economy.
“One of Generator’s key principles is to constantly provide the best and most innovative experience to the modern traveller, wherever they go. With Freehand’s strong brand identity and overwhelmingly positive reputation in the U.S., the addition of their hotels to the Generator portfolio is a natural fit for us. Not only is this acquisition of great strategic importance to our Company, it will also allow both brands to reach new audiences and serve guests in new and unique ways,” said Alastair Thomann, Chief Executive Officer of Generator.