Sir Richard Branson has announced that his Virgin Group plans to invest around £320 million in new luxury hotels, which will add to his travel portfolio which includes a global airline, Private Island, holidays, cruises and space tourism. The group has launched a website which outlines their intentions with this new project, www.virginhotels.com leads with the strap line: ‘Fancy getting into bed with Virgin’.
According to the site Virgin Hotels will be a four-star chain that aims to target ‘high income, well-educated, metropolitan “creative class” customers. To start off with they will be opening chains in North America, with destinations hinted as New York, San Francisco, Miami, Boston and Los Angeles. The company has also hinted that their long term plan is to open hotels across the globe. A message on the site reads: ‘With over 25 years in the travel sector and a reputation for delivering unforgettable experiences to millions of Virgin fans, Virgin is a perfect fit for the hotel business.’
However Virgin won’t be short of competition in its latest foray, they will probably face stiff competition from US brands who have tried to corner the ’boutique’ hotel market, such as the Starwood-owned design-conscious W brand, which has grown extensively over the last five years, or the Andaz chain, owned by Hyatt Hotels.
In an effort to distinguish themselves in the market Virgin Group have enlisted the services of Alberto Beeck and property investor Diego Lowenstein to find them the right properties, in which they aim to have between 150 and 400 rooms and ‘ample communal space’ for guests.

