Virgin Hotels
Virgin Hotels is a privately held lifestyle hotel brand under Virgin Group operating seven properties across the US and UK, serving leisure and business travelers with patented two-chamber rooms, a mobile app, and The Know loyalty program.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What Virgin Hotels does
Virgin Hotels is a privately held lifestyle hotel brand founded in 2015 under Sir Richard Branson's Virgin Group, operating seven properties across the United States (Dallas, Las Vegas, Nashville, New Orleans, New York) and the United Kingdom (Edinburgh, London-Shoreditch), with two additional US properties (Atlanta, Denver) in active development. The company sits within the broader Virgin Hotels Collection, alongside sister brand Virgin Limited Edition (ultra-luxury retreats such as Necker Island, Ulusaba, and Mont Rochelle). Its core product is the proprietary two-chamber room design ('Chambers') featuring the patented Best Bed Ever — a backrest-equipped lounge bed protected by multiple US design patents and a registered Chambers Layout trade dress — combined with a mobile app for iOS and Android that enables in-room temperature, lighting, and service control. The value proposition is layered onto distinctive food and beverage concepts (Commons Club flagship restaurant, The Pool Club rooftop venues, Funny Library Coffee Shop, Hidden Grooves listening bar), signature events, and The Know loyalty program integrated with Virgin Red for cross-brand Virgin Points earning.
The business model is asset-light hospitality driven by direct-to-consumer booking through virginhotels.com, the mobile app, and phone reservations, supplemented by third-party OTAs. Revenue streams include room rentals (primary), food and beverage, meetings and events, and loyalty-driven indirect revenue (including a co-branded Virgin Red rewards credit card). Pricing is not publicly disclosed; rates vary by property, date, and room type. Customer segments are dual: leisure travelers seeking lifestyle-driven city experiences and business travelers seeking work-life balance amenities, with corporate event planners as a secondary segment. Distribution leverages the Virgin ecosystem (Virgin Atlantic, Virgin Voyages, Virgin Limited Edition) for cross-promotion alongside organic social, earned media in travel publications, and travel-specific paid advertising (Sojern, Adara, TripAdvisor). Joe Margison is CEO, with Greg Doman as Chief Development Officer leading global expansion and a dedicated EMEA development function targeting 2-3 European properties per year.
Virgin Hotels firmographics
Firmographics- Name
- Virgin Hotels
- Legal name
- Virgin Hotels, LLC
- Website
- https://virginhotels.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Virgin Hotels is a privately held lifestyle hotel brand under Virgin Group operating seven properties across the US and UK, serving leisure and business travelers with patented two-chamber rooms, a mobile app, and The Know loyalty program.
- Ownership category
- akta.pro rank
Virgin Hotels industry classification
Industry- Product category
- Lifestyle Hotels & Hospitality
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)
- akta.pro primary industry
- Lifestyle & Social Hotels (THAGADAB)
- akta.pro secondary industries
- Business & Corporate Full-Service Hotels (THAGAAAE), Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Luxury Villas & Residences Resorts (THAGACAM), Hospitality (Hotel) Property Management (BPAJAGAG)
Keywords
Where Virgin Hotels is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Virgin Hotels business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D
Revenue model
- Hotel Room Bookings: Primary revenue from guest room rentals across all Virgin Hotels properties in the US and UK. Revenue varies by property, room type, and seasonality.
- Food & Beverage: Restaurants and bars at each property including Commons Club, Pool Club, Funny Library Coffee Shop, and property-specific dining venues.
- Meetings & Events: Venues for corporate events, meetings, and private celebrations at hotel properties.
- The Know Loyalty Program: Virgin Points-based loyalty program where members earn points on stays and can redeem for future bookings. Cross-linked with Virgin Red.
- Cookie-Based Advertising: Third-party advertising and targeting cookies used to display relevant advertisements and measure campaign performance across platforms.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Virgin Hotels product offering
Product offeringCore offering
Virgin Hotels operates and manages lifestyle-oriented hotel properties across the United States and United Kingdom, offering guest room stays in proprietary two-chamber (Chambers) room designs with the patented Best Bed Ever. The brand also operates on-site food and beverage venues (Commons Club restaurants, Pool Club rooftops, Funny Library Coffee Shop, Hidden Grooves), meeting and event spaces, and The Know loyalty program that earns and redeems Virgin Points.
Product overview
Virgin Hotels is a lifestyle hotel brand under the Virgin Group umbrella, operating six properties across the United States (Dallas, Las Vegas, Nashville, New Orleans, New York) and United Kingdom (Edinburgh, London-Shoreditch), with additional properties planned for Atlanta and Denver. The company's core product offering consists of its proprietary two-chamber room design (Chambers) featuring the patented Best Bed Ever, a mobile app for seamless tech control of room features, and the The Know loyalty program. The brand differentiates through distinctive food and beverage concepts including Commons Club restaurants (flagship dining at each property), The Pool Club rooftop venues, and specialty bars like Hidden Grooves in London-Shoreditch. Virgin Hotels Collection encompasses both Virgin Hotels and sister brand Virgin Limited Edition, which offers ultra-luxury retreats globally.
Differentiator
Problem solved
Functional benefit
Brands
- The Know: Virgin Hotels' loyalty program offering room upgrades, member-only rates, personalized touches, The Spirit Hour cocktails, and Virgin Points rewards.
- Commons Club
- The Pool Club
Products and services
- Virgin Hotels Two-Chamber Rooms (Chambers) Signature guest room configuration at all Virgin Hotels properties featuring two distinct chambers separated by a sliding door, designed to feel like a suite with more space, luxury, and privacy. Includes the patented Best Bed Ever and app-controlled temperature and lighting.
- The Know Loyalty Program Free-to-join loyalty program offering room upgrades, member-only rates, personalized touches, Spirit Hour cocktails from 5-6PM, and the ability to earn and spend Virgin Points. Cross-linked with Virgin Red for cross-brand point earning.
- Virgin Hotels Mobile App (Lucy) Mobile application available on iOS and Android enabling guests to control in-room temperature and lighting, manage reservations, and access The Know loyalty program features.
- Commons Club Signature restaurant and bar concept at each Virgin Hotels property, offering elevated seasonal cuisine, communal Chef's Table, and signature cocktails. Named Best Restaurant in Dallas for 2022 by Time Out.
- The Pool Club Rooftop pool and bar venue available at multiple Virgin Hotels properties including Dallas and Nashville, offering small food menus, champagne cocktails, and city views.
- Funny Library Coffee Shop Distinctive coffeehouse with cheeky branding located in Virgin Hotels Dallas, offering coffee, drinks, and social space.
- Hidden Grooves Hi-fi listening bar and lounge inside Virgin Hotels London-Shoreditch, designed by Richard Branson, offering a complete sensory experience where music is central.
- Meetings & Events Meeting and event spaces at Virgin Hotels properties for corporate events, meetings, and private celebrations. The Pool Club at Dallas offers a 1,731-square-foot coastal-inspired space accommodating up to 123 cocktail reception guests.
- Best Bed Ever (Patented) Virgin Hotels' proprietary ergonomic bed design with built-in backrests designed for comfortable lounging or work, protected by U.S. design patents including D727,053 (Bed), D985,300 and D984,821 (Lounge Bed), D1,064,639 (Double Bed), and D1118181 (Convertible Bed).
- Virgin Red Rewards Credit Card Co-branded credit card partnership enabling members to earn Virgin Points on purchases, with integration to the Virgin Red loyalty program.
- Virgin Limited Edition Sister brand under Virgin Hotels Collection offering unique luxury retreats including Necker Island, Ulusaba Private Game Reserve, Kasbah Tamadot, The Lodge in Verbier, Mont Rochelle, Son Bunyola Hotel & Villas, and luxury safari camps.
Quantifiable outcome
- Condé Nast Traveler Readers' Choice Awards - multiple properties ranked in top 10 across multiple years
- +5 more outcomes
Companies that use Virgin Hotels
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
Virgin Hotels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration19 records
Feature3 records
Virgin Hotels partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered major, minor and core.
- CIM GroupmajorPartnership to bring award-winning Virgin Hotel to Downtown Atlanta. CIM Group and Centennial Yards Company partnering with The Drew Company.
- Centennial Yards CompanymajorDevelopment partner for Atlanta property bringing Virgin Hotel to Downtown Atlanta.
- The Drew CompanymajorDevelopment partner managing the Virgin Hotel project in Downtown Atlanta.
- Sofar SoundsminorMonthly concert series called 'Hear This!' launched at Virgin Hotels properties in the US and UK, starting in Dallas in September 2023.
- Virgin Limited EditioncoreSister brand under Virgin Hotels Collection offering unique luxury retreats including Necker Island, Ulusaba Private Game Reserve, Kasbah Tamadot, The Lodge in Verbier, Mont Rochelle, Son Bunyola, and safari camps. Provides cross-promotional opportunities within the Virgin ecosystem.
- Virgin AtlanticcorePartnership offering flight deals to the United Kingdom, allowing integrated travel experiences combining Virgin Hotels stays with Virgin Atlantic flights.
- Virgin VoyagescoreSail cruise partnership offering combined Virgin experience for travel, stays, and cruise vacations.
- Clean The WorldminorSoap donation program where Virgin Hotels donates soap to support global health initiatives through Clean The World organization.
- Rimba Raya Biodiversity Reserve ProjectminorCarbon offset program partner. Each Virgin Hotels property participates in carbon offsetting through this Verified Carbon Standard (VCS) approved REDD+ project in Indonesia.
- Four-by-TwominorScottish architect studio collaborated on Virgin Hotels Edinburgh, preserving historical building elements while adding Virgin's vibrant style.
- BLUR WorkshopminorArchitecture firm for Virgin Hotels Nashville new-build project.
- Hastings ArchitectureminorLocal architecture firm partnered on Virgin Hotels Nashville design.
- Virgin RedcoreCross-brand loyalty partnership allowing members to link accounts and earn Virgin Points across both programs (14 points per £1 spent at Virgin Hotels).
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Virgin Hotels competitors and assessment
Company assessmentRegional players
- Soho House: Members-club-rooted hospitality brand with growing hotel operations. Comparable in design-led, urban, lifestyle aesthetic though differentiated by membership model.
Direct peers
- Ace Hotel: Independent lifestyle boutique hotel brand with cultural and creative positioning, common spaces, and live-music programming. Comparable in lifestyle targeting and cultural positioning.
- Kimpton Hotels & Restaurants: IHG's lifestyle boutique hotel brand with a strong F&B and design proposition. Comparable in tier, dining-led positioning, and urban market focus.
- Yotel: Tech-forward compact lifestyle hotel brand with similar patented pod/cabin designs and robotic-storage innovations. Closest analog in product IP strategy and tech-led F&B.
- Moxy Hotels: Marriott's lifestyle/select-service brand targeting design-conscious younger travelers in urban markets. Direct competitor in price, positioning, and demographic; material advantage in distribution and Bonvoy loyalty.
- CitizenM: Self-styled 'affordable luxury' tech-led lifestyle brand with mobile-app-controlled rooms and compact rooms. Direct competitor in the modern, app-first traveler segment.
- Standard Hotels: Independent boutique lifestyle brand with flagship urban properties and signature F&B. Closely comparable in vibe, design philosophy, and guest demographic.
- 1 Hotels: Luxury lifestyle hotel brand emphasizing sustainability, design, and wellness. Comparable premium positioning and LEED / sustainability credentials.
- Edition Hotels: Marriott's boutique luxury lifestyle brand, originally conceived by Ian Schrager. Operates in similar urban gateway markets (NYC, Las Vegas, London, Edinburgh) at similar premium price points.
Broad incumbents
- Hyatt Centric: Hyatt's lifestyle brand targeting lifestyle-minded urban travelers. Comparable in tier and market, with significant distribution and loyalty advantages through World of Hyatt.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Virgin Hotels social profiles
Digital presenceVirgin Hotels compliance and trust
Trust signalCompliance2 records
Virgin Hotels financial estimates
Financial estimateRevenue estimate
Valuation estimate
Virgin Hotels leadership team
Management profileNumber of profiles
Profiles3 records
Virgin Hotels funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Virgin Hotels M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Virgin Hotels
What does Virgin Hotels do?
Virgin Hotels operates and manages lifestyle-oriented hotel properties across the United States and United Kingdom, offering guest room stays in proprietary two-chamber (Chambers) room designs with the patented Best Bed Ever. The brand also operates on-site food and beverage venues (Commons Club restaurants, Pool Club rooftops, Funny Library Coffee Shop, Hidden Grooves), meeting and event spaces, and The Know loyalty program that earns and redeems Virgin Points.
Is Virgin Hotels a public or private company?
Virgin Hotels is a private company. It is classified as corporate owned and is currently operating.
When was Virgin Hotels founded?
Virgin Hotels was founded in 2015. It employs 501 to 1,000 people.
Where is Virgin Hotels based?
Virgin Hotels is headquartered in New York, United States, in the North America region.
How does Virgin Hotels make money?
Five revenue lines are on record. Hotel Room Bookings are the primary driver. The others are food & Beverage, meetings & Events, the Know Loyalty Program and cookie-Based Advertising.
Who are Virgin Hotels's main competitors?
Soho House is listed as a regional player. Direct peers are Ace Hotel, Kimpton Hotels & Restaurants, Yotel, Moxy Hotels, CitizenM, Standard Hotels, 1 Hotels and Edition Hotels. Hyatt Centric is listed as a broad incumbent.
Does Virgin Hotels have an API?
No public API is recorded for Virgin Hotels.
What industry is Virgin Hotels in?
Virgin Hotels's product category is Lifestyle Hotels & Hospitality. Its primary akta.pro industry code is THAGADAB, Lifestyle & Social Hotels, with a secondary code of THAGAAAE, Business & Corporate Full-Service Hotels. Its NAICS code is 72111 and its SIC code is 7000.