Former Birch MD named COO of hostel brand Generator

Ayo Akinsete, the former managing director of Birch and the former area managing director for SH Hotels & Resorts, has been named chief operating officer of hostel brand Generator.

Akinsete has over 15 years’ experience in the industry, having also led openings and operations at the Dream Hotel Group.

He was most recently managing director of Birch, where he oversaw the launch of Birch Selsdon last year, months before the business fell into administration.

At design-led brand Generator he will be responsible for managing upcoming openings and transactions during a period of “rapid growth”.

Akinsete will also oversee projects under Freehand, a collection of hotels operated by Generator.

Generator said it has aims to consolidate its presence in Europe and the US, as well as extending its reach into Asia and the Middle East.

The business was founded in 1995 and has since grown its portfolio across London, Copenhagen, Hamburg, Berlin, Miami Beach and more. It was acquired by Queensgate Investments in 2017.