Virgin Launches New Virgin Hotels Collection Brand

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Virgin Hotels CollectionVirgin Group has consolidated its Virgin Hotels and Virgin Limited Editions brands into a single parent brand called Virgin Hotels Collection.   

Luxury lifestyle Virgin Group and Virgin Limited Edition — a private global collection of retreats, hotels and exclusive islands owned by Sir Richard Branson — are merging into a new parent brand, the Virgin Hotels Collection. The new brand by Virgin Residences will be poised to add more city-based properties, resorts and residences through a combined growth strategy. Virgin Hotels’ global growth strategy, which includes both resort destinations and residences, has already opened six city hotels and is opening two more in 2023.

Sir Richard Branson, founder of the Virgin Group, said, “I’m thrilled that we are bringing Virgin Limited Edition and Virgin Hotels together under the Virgin Hotels Collection brand. Two incredible teams that share a deep passion for creating unrivaled and unique customer experiences whilst making a positive impact on people and the planet.”

As of April 1, the new brand will be led by CEO James Bermingham, the current CEO of Virgin Hotels. Jon Brown, CEO of Virgin Limited Edition, will step down at the end of March after having led the Virgin Limited Edition brand for more than two decades. Bermingham, who has been with Virgin Hotels since 2021, spent more than two decades at Montage International building its luxury and luxury lifestyle brands.

“James is a visionary leader, and under his leadership, I am confident we will create one game-changing company,” said Branson. “I’d like to thank Jon Brown, who has dedicated an incredible 24 years to Virgin Limited Edition. Jon had the vision and drive to turn our dreams into a reality, and he truly put his heart and soul into making Virgin Limited Edition the incredible company it is today.”

Bermingham added, “As if launching Virgin Hotels Collection wasn’t enough, we have an unbelievably exciting year ahead for the new collection with the opening of Virgin Hotels in New York, followed by Glasgow and then the widely anticipated launch of Virgin Limited Edition’s beautiful Son Bunyola Hotel in Mallorca’s UNESCO World Heritage Site. Thereafter, the launch of Virgin Residences Miami, as well as Virgin Hotels Denver, both in 2025. And we certainly won’t be stopping there.”

Virgin Limited Edition is bringing its unique properties into the fold, including Necker Island and Moskito Island in the Caribbean’s British Virgin Islands; Ulusaba Private Game Reserve in South Africa; Kasbah Tamadot in Morocco; The Lodge in Verbier; Mahali Mzuri, a tented safari camp in Kenya; Mont Rochelle Hotel and Mountain Vineyard in South Africa; and the Son Bunyola Estate in Mallorca.

Virgin Hotels’ current portfolio includes hotels in Chicago, Dallas, Nashville, New Orleans, Las Vegas, and Edinburgh. The brand is also exploring conversions and ground-up development in Boston, Los Angeles, Austin, Philadelphia, Seattle and London.

Learn more about the Virgin Hotels Collection here.

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