Generator will acquire the four-star Novotel London Greenwich and sign a hotel management agreement to convert a Covivio-owned Paris office into a lifestyle property — the first two moves under new Chief Executive Officer Xavier Mufraggi toward a stated target of doubling the company's global portfolio by 2031.

The transactions add second properties in each of the two European capitals and formalize an expansion model built on a mix of acquisitions, management agreements, hotel conversions and adaptive reuse of existing buildings.

What does the London deal add?

Generator London Greenwich will transition from the current Novotel operation on 1 January 2027, with a phased renovation beginning in spring 2027. Once complete, the property will adopt Generator's hybrid hospitality model: a mix of private and shared accommodation, design-led communal space, and food-and-beverage concepts built around social connection.

The hotel sits in Maritime Greenwich, a UNESCO-listed district home to the Cutty Sark and the Royal Observatory, with The O2, ExCeL London and central London all within easy reach. Generator did not disclose the purchase price or expected post-renovation room count.

What is the Paris project?

Generator Paris Place d'Italie will occupy a Covivio office building in the capital's 13th arrondissement, near the Place d'Italie, Tolbiac and Maison Blanche metro stations on Lines 7 and 14. The hotel management agreement, won in a tender Covivio launched in early 2025, covers operation of a hybrid accommodation property with both private and shared rooms, a central restaurant-bar, and more than 300 square meters of social space linked to an external courtyard and landscaped patio.

Covivio cited Generator's "track record of unlocking value in complex urban assets and outperforming traditional hotel models" as a deciding factor in the tender.

How does the growth plan work?

Mufraggi, appointed CEO alongside the deals, framed the transactions as the opening of a new phase. "The announcement of our second properties in London and Paris marks the start of an ambitious new phase of growth for Generator," he said. Both cities rank among the world's most-visited destinations, he added, giving the company room to deepen markets it already serves.

The 2031 doubling target rests on a flexible deal mix rather than a fixed acquisition cadence. "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," Mufraggi said.

That structure tilts the operator toward lower-capital expansion. Acquisitions such as Greenwich add owned real estate to the balance sheet. Management agreements and office-to-hotel conversions like the Paris project shift build-out cost onto the building owner while keeping Generator focused on operations, F&B programming and brand standards — the levers that drive per-guest revenue in a hybrid room model.

Where does the company stand today?

Generator, founded in 1995, operates in 14 cities: Amsterdam, Barcelona, Berlin, Copenhagen, Dublin, Hamburg, London, Madrid, Miami Beach, Paris, Rome, Stockholm, Venice and Washington D.C. Queensgate Investments acquired the company in March 2017. The brand positions itself as a boutique and lifestyle accommodation operator, combining private and shared rooms with co-working space, bars, cafés and event venues.

With second sites now locked in for London and Paris, the operator's footprint in those two gateway markets is positioned to anchor further European growth before the 2031 deadline.