Virgin Hotels is partnering with Virgin Limited Edition, another arm of the Virgin Group. Virgin Limited Edition specializes in luxury properties and retreats.
Through the partnership, Virgin Hotel’s business development team, led by Chief Development Officer Greg Doman, will support Virgin Limited Edition's growth, identifying and sourcing new opportunities for both brands.
“Whilst our brands are very different in their locations and proposition, we both share the same deep-rooted values of the Virgin brand, putting our customers at the very heart of everything we do,” Virgin Limited Edition CEO Jon Brown said in a statement. “Our properties are small and in unique locations around the world." Working with the Virgin Hotels development team will enable the Limited Edition team to identify new opportunities around the world, he added.
“We are extremely excited to be collaborating with our much-loved sister brand and have two brilliant Virgin brands working together,” Virgin Hotels CEO James Bermingham said. “As we look to accelerate the growth strategy of Virgin Hotels and drive its expansion, it’s clear that there are some opportunities that are very much aligned with the Virgin Limited Edition brand, providing excellent potential for us to keep these hidden treasures we come across within the family and continue to drive the Virgin Hotels growth in the areas that support our own vision.”
Virgin Hotels currently has properties in New Orleans, Las Vegas, Nashville, Dallas, Chicago and, most recently, Edinburgh, Scotland, where Virgin Hotels had a soft opening for its first international location earlier this month. Later this year, the brand plans to open hotels in New York City and Glasgow, Scotland. A Miami hotel is scheduled to open in 2025.
Along with international expansion in key city locations, Virgin Hotels will also enter the residential market for the first time. Adding to its existing hotel pipeline, the brand is in the development stages of a branded residential platform.