Sir Richard Branson intends to 're-define the customer journey' with his new Viirgin Hotels brand A new website www.virginhotels.com leads with the strapline: 'Fancy getting into bed with Virgin' and describes the project as his next venture. The newly announced Virgin Hotels will be a four-star chain that targets 'high income, well-educated, metropolitan "creative class" customers'. Initially opening in North America, with destinations mooted including cities such as New York, San Francisco, Miami, Boston and Los Angeles, the company says it eventually plans to launch hotels worldwide, with an emphasis on Asia. Definitely competing on the lifestyle segment, the new brand will face established ones such as W by Starwood or Andaz by Hyatt. The Virgin Group has employed the services of entrepreneur Alberto Beeck and property investor Diego Lowenstein to find the right properties, which will have between 150 and 400 rooms and 'ample communal space'.
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