The Virgin Group has announced plans to launch a four-star hotel brand, initially focusing on “major urban markets in North America”.
A Bloomberg report says that the group has “formed a partnership to spend as much as $500 million on high-end hotels over the next three years, banking on brand recognition to lure affluent clients”.
A website has been set up at virginhotels.com with more information on the plans, with the group stating it is “keen to discover a range of interesting, authentic and high quality 150-400 room properties in appealing neighbourhoods that will meet the expectations of travellers in the ‘creative class’ – a culture and mindset that represent the values of our target guests”.
Virgin Hotels says its properties will feature “contemporary style and great functionality, an efficient yet personalised experience, ample communal space and a signature restaurant”.
It adds that the hotels’ communal spaces will be defined by “building on experience the brand has gained in operating award-winning Clubhouses around the world” – Virgin Atlantic’s Clubhouse at London Heathrow won the award for best Airport Lounge at this week’s Business Traveller Awards (for more information click here).
No specific hotel sites have yet been confirmed, but the group’s website gives examples of potential cities including New York , San Francisco, Miami, Los Angeles, Boston and Washington DC.
For more information visit virginhotels.com.
Report by Mark Caswell