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Hospitality operator Freehand Hotels and its brand Generator have appointed Dirk Lobowsky as senior vice president of Global Sales.
Founded in 1995, Generator is the boutique and lifestyle accommodation brand with a robust and growing portfolio across Dublin, London, Copenhagen, Paris, Amsterdam, Stockholm, Rome, Washington D.C. and now New York.
Meanwhile, Freehand is a standout collection of hotels operated by Generator.
Labowsky will join the senior team in expanding the business and will lead the sales division to competitively position Generator and Freehand Hotels across all markets.
He is also tasked with developing and executing winning sales strategies across Europe and the United States.
With 25 years of industry experience, Lobowsky brings a wealth of knowledge and credentials to the position.
Prior to his role managing commercial projects for Generator and Freehand Hotels, Lobowsky spent over a decade leading and implementing global sales strategies as vice president at Flemings Hotels and vice president of Sales at PentaHotels.
At PentaHotels, he oversaw the brand’s expansion from three hotels to 26.
The appointment comes after a record-breaking year for the business, with plans to advance its footprint into Asia and the Middle East following its current success in the UK and the US.
