The chain, owned by a private equity group, believes it is creating a new hostel proposition that aims to reverse the image hostels are for scruffy backpackers.
Hotel du Vin and Malmaison group marketing director Emma Benney is joining the company in the new role of head of marketing. She reports to interim marketing director Julia Luker who says that the marketing structure on her departure is yet to be decided.
Luker says that Generator’s sites are fantastically located, have “a cool, cutting-edge design environment” and focus on “socialisation” to create an exciting and engaging proposition that “redefines the hostel experience” for guests. The large hostels, with up to 800 berths, offer free Wi-Fi, late night bars and chill out areas.
She says that that the traditional backpacker demographic is changing and the depressed economic climate is seeing a new breed of traveller trying hostels out for the first time
Generator, headquartered in London, plans to open two new sites next year to add to its current six in locations such as Barcelona, Berlin, Copenhagen and Venice. The company is also working on an as yet unrevealed new brand.