London-based Generator Hostels is a 14-property brand now expanding into new markets, including Miami and with plans for other US cities, and as part of this is dropping the “hostels” part of its name.

The company is finding it challenging to move forward with “hostels” in the title in the US, although in Europe, hostels are the go-to place for Millennial travellers.

The brand is now positioned as a hybrid between a boutique hotel and a hostel, driven by today’s consumers and where the overall hospitality industry is headed towards convergence of traditional accommodation categories. Generator is also trying to appeal to a millennial and Gen Z mindset about social experience and mixing with others when travelling for leisure or work.

Tagged with →