Generator Acquired Novotel London and Secured Paris Deal
The hospitality firm has expanded its footprint through a London hotel purchase and a new office conversion project in Paris.
Updated on Oct. 5, 2026 in Hotels
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Generator has acquired the Novotel London Greenwich and finalized a management agreement with Covivio to transform an office building in Paris's 13th arrondissement. These strategic moves represent a significant step in the company's long-term plan to double its global property portfolio by 2031.
Why it matters
The partnership with Covivio stems from Generator's proven ability to optimize complex urban assets and outperform traditional hospitality models. This expansion signals a broader institutional pivot toward repurposing existing commercial structures to meet evolving travel demand.
The new Paris project features more than 300 square metres of dedicated social space. The Novotel London Greenwich property is scheduled to officially transfer to Generator ownership on January 1, 2027.
The players
Generator
This international hospitality company specializes in managing urban assets and has focused on expanding its presence in major global markets.
Covivio
This major European real estate company manages significant property portfolios and has partnered with Generator for the Paris conversion project.
The details
The London property will undergo a phased renovation starting in spring 2027 to align with Generator's brand standards. The Paris project, awarded following a competitive tender process, focuses on converting an existing office building into a hospitality venue.
Timeline
Early 2025: Generator launched the tender process for the management agreement.
January 1, 2027: The Novotel London Greenwich officially transfers to Generator.
Spring 2027: Phased renovations begin at the London property.
2031: The target deadline for Generator to double its global portfolio.
Travel Outlook
This strategy reflects the industry's shift toward adaptive reuse, where firms prioritize converting existing commercial footprints over new construction. This model allows operators to capture value in dense urban centers where traditional land development is increasingly difficult.
Travelers looking to book stays in London and Paris should monitor future updates regarding temporary closure dates for the Greenwich renovation. Once the transition is complete, guests can expect a redesigned, social-focused hospitality experience at these locations.
The takeaway
The move to convert office buildings highlights how modern hospitality brands are navigating changing post-pandemic urban landscapes. These developments suggest that travelers will see an increasing number of renovated, repurposed properties in major cities as brands scale operations.
Further reading
For more on industry shifts and new openings, explore our Hotels section.
Source note: This article includes information reported by Hotel Online.
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