Virgin Limited Edition, Virgin Hotels unite under one brand

James Bermingham tapped to lead expanded entity as Jon Brown steps down

Son Bunyola Hotel, opening August 2023

Virgin Hotels – the luxury lifestyle hospitality brand of the Virgin Group, and Virgin Limited Edition – the private global collection of unique retreats, hotels and exclusive islands owned by Sir Richard Branson, have today revealed they will come together under the new parent brand named Virgin Hotels Collection.

The two award-winning and world-class luxury hospitality brands that form part of the Virgin Group have some of the most incredible and unique properties within the industry and this unity will see two brands come together to further change the luxury hotel business for good. They will also be joined under the Virgin Hotels Collection brand by Virgin Residences and collectively they have a significant growth strategy to add more city locations, resorts and residences.

James Bermingham, current CEO of Virgin Hotels will take the helm as CEO for the new Virgin Hotels Collection brand on 1 April as long-serving Jon Brown, CEO of Virgin Limited Edition steps down at the end of March; having spent more than 24 years leading Virgin Limited Edition as the ultra-luxury and hugely successful brand it is today.

Virgin Hotels Las Vegas

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Bermingham joined Virgin Hotels in 2021 with an impressive 37 years in the industry and more than two decades at Montage International building its luxury and luxury lifestyle brands, before taking on the CEO role for Virgin Hotels and successfully delivering a global growth strategy and multi-award-winning customer experiences. He will now be responsible for driving this forward for all brands under Virgin Hotels Collection.

Sir Richard Branson, Founder of the Virgin Group 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.”

Branson thanks Brown for his dedication over “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.”

Moskito Island, The Village, part of Virgin Limited Edition in the British Virgin Islands

On his appointment, Bermingham, CEO of the newly launched Virgin Hotels Collection said: “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…”

Lead image: Son Bunyola Hotel, slated to open in August 2023.

James Bermingham, CEO of Virgin Hotel Collection
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