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Former Birch MD appointed Chief Operating Officer of hostel brand Generator

Ayo Akinsete, previously the Managing Director of Birch and the former Area Managing Director for SH Hotels & Resorts, has recently been appointed as the Chief Operating Officer of the hostel brand Generator.

With over 15 years of industry experience, Ayo Akinsete has a robust background, including leadership roles in openings and operations at the Dream Hotel Group.

Ayo Akinsete served as the Managing Director of Birch until recently. Under his leadership, he supervised the launch of Birch Selsdon last year. Unfortunately, the business encountered financial difficulties and entered administration in the months that followed.

In his role at the design-focused brand Generator, Ayo Akinsete will be tasked with overseeing upcoming openings and transactions, navigating the challenges and opportunities that arise during a period of rapid growth for the company.

Additionally, Ayo Akinsete will take charge of projects under Freehand, a hotel collection operated by Generator, further extending his responsibilities in the expanded role.

Generator has expressed its intention to strengthen its presence in both Europe and the United States while also expanding its footprint into new regions, including Asia and the Middle East.

Established in 1995, Generator has steadily expanded its portfolio to encompass locations such as London, Copenhagen, Hamburg, Berlin, and Miami Beach. In 2017, the company was acquired by Queensgate Investments.