Generator and Freehand Hotels appoints COO

Generator Freehand

Ayo Akinete

Worldwide: Lifestyle hospitality brands Generator and Freehand Hotels have named Ayo Akinsete as the company’s chief operating officer.

Akinsete joins from lifestyle membership club Birch, which fell into administration in November last year. The company had two sites in Cheshunt and Selsdon in the UK at the time. 

Prior to Birch, Akinsete held roles such as area managing director with SH Hotels and Resorts where he oversaw the group’s European portfolio. Properties included 1 Hotel Mayfair, Treehouse Hotel London, Treehouse Hotel Manchester, and Skt Petri Copenhagen. Additional experience includes operational roles with Dream Hotel Group. 

With Generator, Akinsete will lead the company’s global operations, including upcoming openings and transitions for new projects. 

Generator has a growing portfolio across Dublin, London, Copenhagen, Hamburg, Berlin, Venice, Barcelona, Paris, Amsterdam, Stockholm, Rome, Madrid, Miami Beach, Washington D.C. and now New York. The brand aims to extend its footprint into Asia and the Middle East.

The Generator brand offers shared and private bedrooms, co-working and casual public areas, bars, cafes and a variety of private event spaces. 

Freehand is a collection of hotels operated by Generator. Current locations include New York, Los Angeles, Chicago and Miami. 

In 2017, Queensgate Investments acquired Generator and in 2019 also purchased Freehand Hotels.  

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