Virgin restructure poised to “shake up” luxury hotel market

Virgin creates new hotel parent company to sharpen its global expansion charge.

VIRGIN Limited Edition has joined forces with Virgin Hotels in a bid to become a “game-changing company” aimed at shaking up the luxury hotel industry.

The move has seen the two Richard Branson-inspired entities merge under a new parent company called Virgin Hotels Collection as part of the Virgin Group, with the combined business eyeing significant growth prospects moving forward.

Part of the transition will also see current CEO of Virgin Hotels assume the role of CEO for the new Virgin Hotels Collection brand from 1 April, while long-serving CEO of Virgin Limited Edition, Jon Brown, will step down at the end of March after more than 24 years leading Virgin Limited Edition.

Branson himself gave a big tick of approval to the restructure, lauding the potential growth and environmental impact a combined luxury property entity could have on the sector.

“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,” he said.

Virgin Hotels Collection has some ambitious growth plans ahead, with the opening of Virgin Hotels in New York in the works, as well as a property in Glasgow and then the launch of Virgin Limited Edition’s Son Bunyola Hotel in Mallorca’s UNESCO World Heritage Site.

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