The New Luxury Is For All

Hospitality industry disruptor Generator has set the standard for modern travel since its establishment. Now, under new leadership, the brand is making waves with bold and innovative approaches for a new generation of budget-conscious but luxury-seeking travelers.

Known for its design-driven spaces, groundbreaking amenities, and affordable luxury across Europe and North America, Generator has been the touchstone of affordable travel for years, offering its budget-friendly accommodations to travelers from all over the world. Since its establishment, Generator has expanded from one modest hostel in London to 14 boutique hotels across 13 cities (Amsterdam, Copenhagen, Barcelona, Berlin, Madrid, Venice, Rome, Paris, Dublin, Hamburg, Stockholm, London, and most recently, Miami Beach). Now, under the new leadership’s innovative vision to redefine and diversify the travel experience for the modern traveler, Generator has become more than simply a budget-friendly option – the brand has evolved from a traditional hospitality company to a desirable lifestyle brand that resonates with a new, bolder generation of travelers looking for more than just a bed to sleep in.

Generator steps outside the cookie-cutter approach and emphasizes the importance of individuality in their philosophy. Each of Generator’s 14 design-led properties has its own, distinct concept inspired by its location, while still remaining true to the brand’s personality. Generator’s attitude is no different towards their guests – the brand aims to understand and listen to their audience in order to better prioritize their interests and needs, no matter how edgy or unconventional they may seem. Unlike other hospitality brands, profit doesn’t drive what kind of marketing strategies are utilized – Generator makes sure that all influencers, partnerships, and design choices made are those that resonate deeply with their guests. This is reflected in the music played, the events hosted, the brands associated – whatever the guests like, Generator likes.

By subverting the outdated standards of the industry, Generator has successfully earned the trust of the world’s forward-thinking travelers who want more than a surface-level, tourist experience. Generator understands the specific desires of their guests, who want to explore the rich heart, culture and life of the vibrant cities they are visiting, while not having to compromise budget for the luxury and high design of a boutique hotel. From solo travelers to families, guests revel in Generator’s element of stylish sociability and sense of freedom that is unparalleled in the conventional hospitality industry. By introducing creative strategies and like-minded partnerships, and investing in the quality of their properties, Generator will continue to challenge the hospitality field and thrive as a lifestyle brand.