Generator and Freehand Hotels today announced the appointment of Siim Karu as the new Chief Commercial Officer. In this role, Karu will oversee the planning and implementation of the company’s commercial strategies, maximising business opportunities and fostering its profitability.

Prior to his new role, Karu was Global Head of Revenue Management and oversaw Sales for Generator from 2017-2019, followed by a C-suite position at A&O Hostels where he led Revenue, IT, BI and Automation functions. He brings extensive experience from various hotel groups, including Penta Hotels and Swissôtel Hotels & Resorts.

As Chief Commercial Officer, Karu will apply his vast expertise in hotel technology, commercial leadership and performance analytics, to develop and implement the company’s strategies for sales, revenue and marketing, in addition to strengthening its market position.

Karu commented: “I am thrilled to be returning to the Generator and Freehand Hotel team at such an exciting time in the company’s development, and to work once again with some of the industry’s best talent. The two brands are both well-positioned for free-spirited travellers, offering design-led accommodation, community-driven experiences coupled with world-class F&B concepts. I look forward to being part of the solidification of their position as global leaders in the field.”

Generator and Freehand Hotels CEO, Alastair Thomann says, “We are delighted to have Siim re-joining the Generator family and taking up an expanded role in the executive leadership team. His wealth of experience is pivotal to the company’s exciting future, at a point where we are achieving record-breaking numbers and are continuing to expand. With Siim on board, the commercial strategies will be well orchestrated to enhance our leading position among hybrid and lifestyle accommodation brands in the market.”