Generator has acquired the Novotel London Greenwich and agreed a hotel management agreement with European real estate company Covivio to transform an existing office building in Paris’s 13th arrondissement.
The announcement follows the recent appointment of Xavier Mufraggi as CEO and marks the first step in Generator’s plans to double its global portfolio by 2031.
The London property will transition to Generator London Greenwich from 1 January 2027, ahead of a phased renovation beginning in spring 2027. Once complete, it will bring Generator’s hybrid hospitality model to Greenwich, with a mix of private and shared accommodation. The property will include communal spaces andF&B concepts, built around social, connection and community.
Generator Paris Place d’Italie is located in Paris’s 13th arrondissement, with the signed hotel management agreement including provisions for Generator to operate the lifestyle hospitality offering.
Generator won the hotel management agreement following a tender process launched in early 2025.
What they said
Xavier Mufraggi, CEO of Generator, said: “The announcement of our second properties in London and Paris marks the start of an ambitious new phase of growth for Generator. Both cities are some of the world’s most visited and influential destinations, allowing us the opportunity to strengthen our presence in these key global markets while bringing the Generator experience to a new part of the capitals.
“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. Generator London Greenwich and Generator Paris Place d'Italie are the first step in delivering that ambition, with further growth already firmly on the agenda.”