A second London address, through acquisition
Generator announced on 5 October 2026 the acquisition of Novotel London Greenwich. The four-star property will be rebranded as Generator London Greenwich on 1 January 2027. A phased renovation is due to begin in spring 2027.
This is the group’s second location in the British capital. Once the renovation is complete, the property will adopt the brand’s hybrid hospitality model: a mix of private and shared rooms, communal spaces designed to encourage interaction, and food and beverage concepts at the heart of the guest experience.
Greenwich brings together several demand drivers. The area is home to Maritime Greenwich, a UNESCO World Heritage Site, as well as the Cutty Sark and the Royal Observatory, birthplace of the Greenwich Meridian. The O2 is nearby, while ExCeL London and central London remain easily accessible.
Paris Place d’Italie, the conversion play
In Paris, Generator has signed a management agreement with Covivio to convert an office building in the 13th arrondissement into Generator Paris Place d’Italie. The project, covered in detail in our article Covivio signs with Generator to convert its Bobillot office building into a hostel, follows the brand’s DNA: private and shared rooms, a central restaurant-bar and more than 300 sq m of social spaces opening onto an outdoor courtyard and a landscaped patio.
LTH Analysis – The two deals rest on different structures. In London, Generator is buying an operating asset and repositioning it. In Paris, it is acting as operator and manager on behalf of a third party, without carrying the real estate. This dual lever, ownership and management, is precisely the one the leadership describes as the route to its 2031 target.
The contract was awarded following a tender launched in early 2025. According to Hospitality ON, the tender drew seventeen responses and the contract runs for an initial term of fifteen years. Covivio highlights Generator’s ability to add value to complex urban assets and to outperform traditional hotel models.
The agreement forms part of the property company’s office-to-hotel conversion programme, which also includes, on the Left Bank, The Mix project entrusted to Mingle on rue Raspail. It also reflects Covivio’s refocus on hospitality by 2030.
Doubling the portfolio by 2031
Founded in 1995 and acquired by Brookfield in 2025, Generator operates in Amsterdam, Barcelona, Berlin, Copenhagen, Dublin, Hamburg, London, Madrid, New York, Paris, Rome, Stockholm and Venice. The two announcements come a few weeks after the appointment of Xavier Mufraggi as Chief Executive Officer. He previously led Club Med in North America and then across the EMEA region.
The chief executive set out the roadmap. He said the ambition is to double Generator’s portfolio by 2031 through a flexible combination of acquisitions and management agreements, alongside hotel conversions and the repurposing of existing buildings. He described Generator London Greenwich and Generator Paris Place d’Italie as the first step towards that goal, adding that further growth projects are already on the agenda.
He also underlined the weight of the two cities in this strategy. In his view, announcing second addresses in London and Paris marks the start of an ambitious new growth phase for Generator. Both rank among the world’s most visited and influential destinations, he noted, allowing the brand to strengthen its presence in these key markets while bringing the Generator experience to a new neighbourhood in each capital.
At a glance by The Hospitality Tribune
Generator acquires Novotel London Greenwich, signs Paris deal with Covivio
Four-star Novotel London Greenwich to become Generator London Greenwich on 1 January 2027
Phased renovation starting spring 2027, hybrid mix of private and shared rooms
Hotel management agreement with Covivio for Generator Paris Place d’Italie, an office-to-hotel conversion in the 13th arrondissement
Second properties in both London and Paris for the Brookfield-owned brand
Target: double the global portfolio by 2031 under CEO Xavier Mufraggi
