European hospitality brand Generator has announced that it has purchased Freehand Hotels for $400 million. Led by London-based Queensgate Investments, which owns Generator, this new deal pairs the company’s storied success in Europe with the expertise of the Freehand brand in the U.S.
“One of our key principles is to constantly provide the best and most innovative experience to the modern traveler” says CEO of Generator, Alastair Thomann. “With Freehand’s strong brand identity and positive reputation in the U.S., the addition of their hotels to our portfolio is a natural fit. Not only is this acquisition of great strategic importance to our company, it will allow both brands to reach new audiences.”
With this deal, Generator now oversees a total of 18 global properties, including Freehand units in New York, Los Angeles, and Chicago alongside its own outposts in locales like Miami and Washington, DC.
