Generator gears up US expansion with VP appointment

Generator gears up US expansion with VP appointment

Design-led hostel group Generator is gearing up for the opening of its first property in the US by recruiting a development vice president for North America.

Michelle Flagg joins as the group looks to build on its first US opening in Miami, scheduled for 2017 – 102-room, 406-bed Art Deco structure on Collins Avenue.

She will lead the brand’s expansion in North America, bringing expertise in developing and growing lifestyle hospitality brands

Flagg recently launched WeLive, a new ‘co-living’ brand from international startup WeWork, and previously acquired and developed lifestyle hotel properties for New York-based Chelsea Hotels.

Generator chief executive, Fredrik Korallus, said: “Michelle’s appointment is a strong signal of our commitment to accelerate growth in North America.

“There is a clear gap for a brand such as Generator, which meets the needs of the Millennial and Gen Z consumer with its strong emphasis on design, high energy events and exciting bars and restaurant concepts.

“Our first opening in the US next year follows on from the recent growth and fantastic success of the brand in Europe.

“We have delivered strong growth over the past few years and are excited by the next phase of growth.

“There is significant opportunity for innovative companies with a strong brand, which appeal to the new generation of travellers and we are confident that Generator is ideally placed to capitalise on this trend as we continue to expand internationally.”

Flagg added: “This is an exciting time in the hospitality industry, with a tremendous amount of evolution occurring to meet the changing needs of global travellers.

“I am thrilled to join Generator, who has been a leader in reimagining the modern, social hospitality experience, and I look forward to growing the brand in new markets across North America.”


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