Virgin restructures hotel divisions

Virgin Group is bringing its two existing hotel strands under a new parent brand, Virgin Hotels Collection.

Luxury lifestyle hospitality brand Virgin Hotels and Virgin Limited Edition, the private global collection of unique retreats, hotels and exclusive islands owned by group founder Richard Branson, are coming together with the intention of changing the firm’s luxury hotel business for good.

Growth strategy

The two luxury hospitality lines will also be joined under the Virgin Hotels Collection brand by Virgin Residences and collectively have a significant growth strategy to add more city locations, resorts and residences in the future.

James Bermingham, current CEO of Virgin Hotels, will also become CEO of Virgin Hotels Collection on 1 April, as Jon Brown, long-serving CEO of Virgin Limited Edition, steps down at the end of March after more than 24 years with the brand.

Experienced chief

Bermingham joined Virgin Hotels in 2021. He has spent more than 37 years in the industry and more than two decades at Montage International building its luxury and luxury lifestyle brands, before taking on the CEO role for Virgin Hotels.

He will now be responsible for driving global growth and customer experience forward for all brands under Virgin Hotels Collection.

Game-changing company

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 unrivalled and unique customer experiences whilst making a positive impact on people and the planet. James is a visionary leader, and under his leadership I am confident we will create one game-changing company.

“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.”

Busy pipeline

2023 is set to be a busy year for Virgin Hotels Collection, with the opening of Virgin Hotels in New York and Glasgow, and the ]launch of Virgin Limited Edition’s Son Bunyola Hotel in Mallorca’s UNESCO World Heritage site.

Further ahead the firm will be increasing its presence in the USA, with planned projects including Virgin Hotels Denver Fox Park, bringing 241 keys to the Colorado capital in Q3 2025, and the 250-room Virgin Hotels Miami joining the portfolio in Q4 2025.