Generator has appointed London-based travel representation and PR consultancy Hills Balfour to manage its European PR strategy.

Hills Balfour’s pan-European remit includes maintaining strong media relations, operating a robust press office and developing several creative concepts.

Hills Balfour will represent Generator’s PR interests in the UK, Italy, Spain, Germany, Ireland, France, Sweden, Denmark and the Netherlands.

Proactive publicity and strong media relationships across the continent will aim to inspire travel amongst consumers and put Generator at the forefront of journalists’ minds.

“We are very excited to be working with Hills Balfour to increase awareness of our experience and design-led hostels and hotels.

“We are confident that once travellers arrive, they will revel in the fun, social and exciting offerings that Generator brings,” said Jason Rieff, chief marketing officer at Generator.

“We love brands that disrupt and are confident that Hills Balfour’s innovative outlook, combined with their expertise in European PR, will help us reach and welcome even more European visitors in the years to come.”

With properties in some of the world’s most exciting cities including Dublin, London, Copenhagen, Hamburg, Berlin, Venice, Barcelona, Paris, Amsterdam, Stockholm, Rome and Madrid, Generator is an industry disruptor that offers design-led spaces, amazing food and beverage options and comfortable accommodation.

Amanda Hills, Hills Balfour president, added: “Generator is known for inspiring travellers and offering an exciting range of hostels and hotels in some of the world’s coolest cities.

“The European traveller is more adventurous than ever which is ideally suited to the Generator audience that seek to explore destinations on their own terms.

“We look forward to putting Generator on the map as the go to brand for culture seekers, looking for trendy and affordable accommodation.”