Sir Richard Branson unveils Virgin Hotels

Sir Richard Branson infront of VMS Eve

Sir Richard Branson said he is looking forward to turning the industry on its head with the launch of Virgin Hotels.

According to the new website, the hotel chain has global ambition but its first move will be to focus on North America (e.g. New York, San Francisco, Miami, Los Angeles, Boston, and Washington DC).

“Our customers expect innovation and excellence and our new 4-star hotels will deliver exactly that,” Mr Branson says in the website.

Virgin Hotels is seeking 150 to 400 room hotels of "interesting, authentic and high quality" design.

“Our aim is to redefine the customer journey from pre-arrival to check-out is built on extensive customer research.”

The hotel chain has stated that is has a very specific guest demographic in mind – “the high income, well-educated, metropolitan ‘creative class.’”

Virgin Hotels said opportunity knocks for partnership opportunities with property owners and developers.