Hip London-based hostel brand Generator recently announced that it doesn’t want to be a hostel company anymore. “The moment we call ourselves ‘hostel,’ it limits us in certain markets,” Generator CEO Alastair Thomann said.
So is Generator a hotel company now? No. Instead, it will simply be called “Generator.” More than a hotel branding quirk, the change reflects the widespread convergence in the hospitality industry, Thomann said, in which hostels are becoming more like boutique hotels (aka poshtels) and boutique hotels are offering dorm-style accommodations. These experiments in community-driven, non-traditional hospitality also enable hotel companies to better compete with Airbnb and its cousins.
So, when is a hotel not a hotel? Let’s look at some ways hospitality companies are bending their brands.