Award-winning, design and experience-led hostel group Generator today announces the appointment of Michelle Flagg as Vice President of Development for North America as the Group looks to build on its first US opening in Miami, scheduled for 2017.

Michelle will lead the brand’s expansion in North America and brings a specialized expertise in developing and growing lifestyle hospitality brands from concept to market, most recently launching WeLive, the new co-living brand from international startup WeWork.

Prior to WeWork, Michelle acquired and developed lifestyle hotel properties for New York-based Chelsea Hotels and was a member of the Lodging Investment Banking Group at Cantor Fitzgerald. Michelle is a graduate of Brown University, where she studied architecture and sustainable design, and is a regular guest speaker at real estate events for current students and alumni.

CEO of Generator said:

“Michelle’s appointment is a strong signal of our commitment to accelerate growth in North America. There is a clear gap for a brand such as Generator, which meets the needs of the Millennial and Gen Z consumer with its strong emphasis on design, high energy events and exciting bars and restaurant concepts. Michelle is ideally suited to lead the charge to expand our exciting concept in the North American market.”

“Our first opening in the US next year follows on from the recent growth and fantastic success of the brand in Europe. We have delivered strong growth over the past few years and are excited by the next phase of growth. There is significant opportunity for innovative companies with a strong brand, which appeal to the new generation of travellers and we are confident that Generator is ideally placed to capitalise on this trend as we continue to expand internationally.”

Michelle Flagg, Vice President of Development for North America said:

“This is an exciting time in the hospitality industry, with a tremendous amount of evolution occurring to meet the changing needs of global travellers. I am thrilled to join Generator, who has been a leader in reimagining the modern, social hospitality experience, and I look forward to growing the brand in new markets across North America.”

Generator will open its first property in the United States in 2017, with a 102-room, 406 bed Art Deco structure located in Miami’s hottest location, Collins Avenue: the heart of South Beach’s bars, restaurants, shops and other attractions.