Virgin Hotels Collection Announced

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 announced that they will come together under the new parent brand named Virgin Hotels Collection. 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 up the realm of CEO for the new Virgin Hotels Collection brand on April 1 as Jon Brown, longtime CEO of Virgin Limited Edition, steps down at the end of March. He spent more than 24 years leading Virgin Limited Edition. Bermingham joined Virgin Hotels back in 2021 with 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.

Virgin Limited Edition - Kasbah Tamadot

“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," Sir Richard Branson said in a press statement.

“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,” said Bermingham.

He added: “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.”

For more information, visit

Related Stories

Pensacola’s Lily Hall Debuts in Historic Church

Sahara Las Vegas Completes $200M Renovation

Dhawa Ihuru Debuts on the North Male Atoll

New Grand Canyon Glamping Resort Opens