Virgin, the company best known for its pop music label, trendy cell phones and affordable airline service, has announced that it will invest $500 billion into an eponymous collection of hotels.
Virgin Hotels is expected to launch within 18 months as a four-star establishment, with properties offering 150-400 rooms and customized and efficient amenities that are in line with Virgin’s contemporary and cosmopolitan style. The chain plans to have a global presence, but will focus on North American destinations first. Initial cities include New York, Los Angeles, San Francisco, Miami, Washington D.C., and Boston. Possible competitors will include high-end brands such as St. Regis, W, Ritz Carlton, JW Marriott, Renaissance and Andaz hotels.
Already known for its savvy marketing know-how, the company is hoping to leverage its brand recognition to attract not only the well-heeled set, but also a broad range of clientele within their current customer base. According to Virgin Hotels President and COO Raul Leal, they will target a diverse spectrum, “from those in their 50s that prefer Virgin Atlantic’s Upper Class service to those in their 20s that are using Virgin Mobile to text their friends.”
For more information, visit virginhotels.com.