Generator Doesn’t Want to Be Known as a Hostel Brand Anymore

London-based Generator has always been known as a brand eager to upend preconceived notions about what a hostel could be. So, it makes perfect sense, as the 14-property brand matures and expands into new markets — including Miami this month — that Generator drops the "hostels" part of its name and moves forward simply as "Generator." "I think the hostels part is going to disappear generally," Generator CEO Alastair Thomann said. "The moment we call ourselves 'hostel,' it limits us in certain markets." "If we had to call ourselves 'Generator Hotels,' that's a complete misrepresentation," Generator Chief Marketing Officer Jason Rieff added. "The same way as if we had to call ourselves Generator Hostels. Although that's something that historically has been our name, it's also not really a full representation of who we are." [caption id="attachment_298845" align="aligncenter" width="600"] Generator Hostels CEO Alastair Thomann says the brand will eventually drop the "hostel