Virgin Limited Edition and Virgin Hotels to join forces under new parent brand

Virgin Group hotel brands Virgin Limited Edition and Virgin Hotels are set to come together under a new parent company, Virgin Hotels Collection.

A statement from Virgin Group said the move would allow both brands to “focus on growth and drive positive change and differentiation within the luxury hospitality industry”.

Virgin Hotels Collection will also encompass Virgin Residences and will have a “significant growth strategy” to add more city locations, resorts and residences.

The current chief executive of Virgin Hotels, James Bermingham (pictured), will take up the role of Virgin Hotels Collection chief executive on April 1. The chief executive of Virgin Limited Edition, Jon Brown, will step down at the end of March after more than 24 years leading the brand’s collection of ultra-luxury properties.

Bermingham joined Virgin Hotels as chief executive in 2021 and has a total of 37 years of experience in the industry, having spent more than two decades at Montage International building its luxury and luxury lifestyle brands.

Virgin Group said Bermingham would be responsible for continuing to deliver a global growth strategy and customer experiences for all brands under Virgin Hotels Collection.

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

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

Bermingham added: “I have some huge shoes to fill in Jon’s departure and I can only promise to ensure his legacy and give Virgin Limited Edition the same love and devotion he did - with the added opportunity to bring further growth, collaboration, and innovation by bringing our wonderful brands together and ensuring they are best placed to compete in the luxury lifestyle and ultra-luxury markets.

“As if launching Virgin Hotels Collection wasn’t enough, we have an unbelievably exciting year ahead for the new collection with the opening of Virgin Hotels in New York, followed by Glasgow and then the widely anticipated launch of Virgin Limited Edition’s beautiful Son Bunyola Hotel in Mallorca’s Unesco World Heritage Site. Thereafter, the launch of Virgin Residences Miami, as well as Virgin Hotels Denver, both in 2025. And we certainly won’t be stopping there.

“I’d like to take this opportunity to say an enormous thank you to of course our people, all our past, present, and future guests along with, our loyal trade partners across the globe, who have helped make our brands into the success they are today. I very much look forward to continuing this journey even further, developing joint opportunities as we proudly bring these incredible brands together.”

Virgin Limited Edition was launched in 2000 and has eight properties in its portfolio including Necker Island and Moskito Island in the British Virgin Islands, Ulusaba Private Game Reserve in South Africa and Kasbah Tamadot in Morocco. The brand will unveil Son Bunyola Hotel in Majorca in June.

Virgin Hotels was launched in 2015 and has six properties across the US and UK, including the newly launched Virgin Hotels Edinburgh. Locations in Glasgow and New York City are scheduled to debut this year, followed by Miami and Denver in 2025. The brand is said to be exploring “hotels, conversions and ground-up development” in Boston, Los Angeles, Austin, Philadelphia, Seattle and London.