Hostel group Generator has announced the appointment of Colin Roy as chief commercial officer, a newly created role as the group accelerates growth and customer engagement. 

Roy joins from glh Hotels where he served as chief marketing officer and member of the executive team.

He was the driving force behind the glh brand strategy and transformation of all commercial functions during his six year tenure. 

In addition, Roy brings global experience from key commercial leadership roles on four continents for West Properties, IHG and British Airways.

He will provide strategic direction to the commercial functions of Generator, focusing on driving revenue, market share, customer engagement and growth of the Generator brand and exciting portfolio of open and future locations.

Fredrik Korallus, chief executive, Generator, said: “We are thrilled to have Colin join Generator.

“As a sought after consumer brand, disrupting the traditional shared accommodation sector we want to accelerate our focus on customer engagement.

“Colin brings with him a wealth of relevant experience, his commercial mind set and customer focus will be invaluable as we accelerate our growth and continue strengthening our position as the leading, experience-led hostel brand.”

He added: “The group experienced a very strong 2016 with the opening of Amsterdam, Stockholm and Rome all of which have traded very strongly since opening.

“We now have 12 great Generator locations across Europe and 2017 will see the opening of Generator Madrid, Spain as well as our debut in North America on South Beach, Miami.”

Roy will provide strategic direction to the commercial functions of Generator, focusing on driving revenue, market share, customer engagement and growth of the Generator brand and exciting portfolio of open and future locations.

Roy added: “I am excited to be joining Generator at this stage in the group’s growth.

“The Generator brand is leading the way in offering a disruptive and innovative concept to the traditional hostel and hotel market, with a focus on innovation, dynamic and progressive digital and social marketing functions, and a unique commercial and customer offering which truly meets the desires of the target audience.

“I look forward to being part of the journey ahead as Generator enters new markets and seeks new opportunities for customers.”