The private global collection of unique retreats and hotels, Virgin Limited Edition and Virgin Hotels, the luxury lifestyle hospitality brand, are partnering to change the firm’s luxury hotel business.  The two hospitality lines will join under the Virgin Hotels Collection.

The two brands will collectively grow to add more city locations, resorts, and residences. The current CEO of Virgin Hotels, James Bermingham, will also become CEO of Virgin Hotels Collection by April. Jon Brown, the long-serving CEO of Virgin Limited Edition, will step down at the end of March after more than 24 years of working with the brand.

After joining Virgin Hotels in 2021, Bermingham has 37 years of experience in the industry and more than two decades at Montage International – building its luxury lifestyle brands.

“I’m thrilled that we are bringing Virgin Limited Edition and Virgin Hotels together under the Virgin Hotels Collection,” said Richard Branson, founder of the Virgin Group. “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.”

Virgin Hotels Collection is ready for a busy 2023, starting with opening hotels in New York and Glasgow and launching Virgin Limited Edition’s Son Bunyola Hotel in Mallorca’s UNESCO World Heritage site.

“I’d like to thank Jon Brown, who has dedicated an incredible 24 years to Virgin Limited Edition,” Branson said. “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.”

Future projects for the company include Virgin Hotels Denver Fox Park, upping 241 keys to the Colorado capital in Q3 2025, and the 250-room Virgin Hotels Miami in 2025.



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