Generator strengthens team with appointment of Chief Commercial Officer


Design-led hostel group Generator has announced the appointment of Colin Roy as Chief Commercial Officer, in a newly-created role as the group accelerates growth and customer engagement. 

Roy joins from glh Hotels where he served as chief marketing officer and was a member of the executive team.

He was said to be the driving force behind the glh brand strategy and transformation of all commercial functions during his six year tenure.

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In addition, Roy brings global experience from key commercial leadership roles for West Properties, IHG and British Airways.

In his new position, he will provide strategic direction to the commercial functions of Generator, focusing on driving revenue, market share, customer engagement and growth of the Generator brand.

Generator is now present in more than 12 countries across the world, including London, Berlin, Paris and Miami. In 2016, the brand opened in Amsterdam, Stockholm and Rome and this year will see the launch of Generator Madrid and Generator Miami.

Fredrik Korallus, CEO of Generator said: “We are thrilled to have Colin join Generator. As a sought after consumer brand, disrupting the traditional shared accommodation sector we want to accelerate our focus on customer engagement. Colin brings with him a wealth of relevant experience, his commercial mind set and customer focus will be invaluable as we accelerate our growth and continue strengthening our position as the leading, experience-led hostel brand.”

Colin Roy, chief commercial officer said: “The Generator brand is leading the way in offering a disruptive and innovative concept to the traditional hostel and hotel market, with a focus on innovation, dynamic and progressive digital and social marketing functions, and a unique commercial and customer offering which truly meets the desires of the target audience.”

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Zoe Monk

The author Zoe Monk

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