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Virgin Group unveils its new brand

Two major Virgin hotel brands, Virgin Hotels and Virgin Limited Edition to join under one parent brand, Virgin Hotels Collection, to focus on growth and driving differentiation within the luxury hospitality industry.

The two existing brands will come together to further change the luxury hotel business according to Richard Branson, founder of Virgin Group. They will also be joined under the Virgin Hotels Collection brand by Virgin Residences and collectively they have a significant growth strategy to add more city locations, resorts and residences.

Until nowadays, Virgin Hotels has been making its mark in key locations across major cities in the US and UK. The brand has a significant global growth strategy including resort destinations and residences, having already seen six city hotels open and two more set to open in 2023.

James Bermingham, current CEO of Virgin Hotels will take up the realm of CEO for the new Virgin Hotels Collection brand on 1 April as long-serving Jon Brown, CEO of Virgin Limited Edition steps down at the end of March.

James Bermingham joined Virgin Hotels back in 2021 with 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 this forward for all brands under Virgin Hotels Collection.

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.

Richard Branson, Founder of the Virgin Group

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