Generator Targets Portfolio Doubling by 2031 with London Acquisition and Paris Conversion Project

Generator is continuing to expand its global portfolio, with the acquisition of Novotel London Greenwich and a hotel management agreement with European real estate company Covivio to transform an existing office building in Paris’s 13th arrondissement.

Marking Generator’s second properties in both European capitals, the four-star Greenwich hotel will become Generator London Greenwich, while the Paris office building will be converted into Generator Paris Place d'Italie. The announcement follows the recent appointment of Xavier Mufraggi as CEO and marks the first step in Generator’s ambitious plans to double its global portfolio by 2031. 

Generator London Greenwich is located in the heart of one of the capital’s most historic and distinctive neighbourhoods. Home to the UNESCO-listed Maritime Greenwich, the Cutty Sark and the Royal Observatory – the home of Greenwich Mean Time – the area combines centuries of maritime heritage with some of London’s leading cultural and entertainment destinations. The O2 is nearby, while ExCeL London and central London are within easy reach.

The 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 established hybrid hospitality model to Greenwich, with a mix of private and shared accommodation. The property will deliver design-led communal spaces and leading F&B concepts, built around social, connection and community. 

Generator Paris Place d’Italie is located in the heart of Paris’s 13th arrondissement, with the signed hotel management agreement including provisions for Generator to operate the lifestyle hospitality offering. Generator will remain true to its DNA, offering a hybrid accommodation model with a mix of private and shared rooms as well as a vibrant restaurant-bar concept that will sit at the heart of the experience, complemented by over 300sq m of social spaces connected to an external courtyard and landscaped patio.  

Located close to the Place d’Italie, Tolbiac and Maison Blanche metro stations (Lines 7 and 14), the building is located in the heart of the 13th arrondissement, close to the Cité Internationale Universitaire de Paris, as well as several higher-education institutions. The 13th arrondissement has experienced growing appeal as a tourist destination in recent years, driven by its rich heritage, cultural and gastronomic offering, in addition to the proximity of several key landmark attractions, including The Paris Catacombs, The Panthéon, Notre Dame and the National Museum of Natural History. This increased demand in the area further enhances the potential of the location for a new hospitality offering suited to Generator’s wide range of global travelers, including friends, families, solo travelers, and groups. 

Generator won the hotel management agreement following a tender process launched in early 2025, with Covivio citing its track record of unlocking value in complex urban assets and outperforming traditional hotel models as a key reason for the win.

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.

Xavier Mufraggi, Chief Executive Officer, Generator