Virgin Group recently combined its two hospitality businesses under a new parent brand, Virgin Hotels Collection, which includes the Virgin Hotels brand and ultraluxe Virgin Limited Edition properties. This move aims to streamline operations and leverage the synergies within the Virgin ecosystem.
CEO of Virgin Hotels Collection, James Bermingham, shared updates on the expansion of Virgin Limited Edition properties. The opening of Son Bunyola in Mallorca and the signing of Finch Hattons in Kenya are significant milestones. Additionally, restorations and additions at Kasbah Tamadot in Morocco are underway following the devastating earthquake last year.
Virgin Hotels has made significant strides with the opening of properties in New York and plans to break ground in Denver this year. The upcoming debut of Virgin Hotels London-Shoreditch is also crucial as it marks the brand’s presence in the city where the Virgin Group originated over 50 years ago.
While the capital markets pose a challenge for refinancing existing hotels and financing new developments, Virgin Hotels Collection has successfully navigated this terrain by focusing on conversions like Finch Hattons. The surge in travel demand, especially in the group segment, presents significant opportunities for growth.
The company is actively exploring opportunities in Italy and prioritizing markets that align with Virgin Voyages’ sailings. By leveraging the strength of the larger Virgin Group, including Virgin Atlantic, Virgin Voyages, Virgin Galactic, and Virgin Atlantic Holidays, Virgin Hotels can tap into brand loyalty and drive business growth.
The collaboration with other Virgin Group entities such as Virgin Atlantic, Virgin Voyages, and Virgin Galactic provides Virgin Hotels with a competitive edge. The alignment with major Virgin Atlantic routes like New York and Vegas showcases the power of brand loyalty and generates significant room night production through Virgin Atlantic Holidays.
Virgin Hotels Collection’s expansion plans and synergies within the Virgin Group demonstrate a strategic approach to growth and leveraging brand strengths. By focusing on new developments, partnerships, and market opportunities, the company is well-positioned to capitalize on the rebounding travel industry and drive future success.