Virgin Hotels plans to expand into resort destinations, looking to the Caribbean and European markets, which could create synergies with Virgin Voyages.
“Part of our strategic focus on resorts in particular is to complement what Virgin Voyages does,” Virgin Hotels CEO James Bermingham told Travel Weekly. “So Ibiza is a big project for us in Spain because Virgin Voyages stops there and it’s the same in the Caribbean.”
In addition to Spain and the Caribbean, Virgin Hotels is eyeing Portugal, Italy and Greece.
Entering the resort markets will be done in partnership with another division of the Virgin Group, Virgin Limited Edition.
Virgin Limited Edition specializes in luxury real estate and retreat. His property includes Richard Branson’s 74-acre private residence on Necker Island in the British Virgin Islands.
“We will cooperate on opportunities,” Bermingham said. “If it’s ultra-luxury, smaller and extraordinarily special, it fits in the Virgin Limited Edition portfolio, and if it’s larger luxury lifestyle developments, it fits in Virgin hotels.”
Bermingham added that Virgin resorts will have a greater focus on wellness than their city properties.
Virgin Hotels currently has properties in New Orleans, Las Vegas, Nashville, Dallas, Chicago and, most recently, Edinburgh, Scotland, where Virgin Hotels opened its first international hotel earlier this month.
Later this year, the brand plans to open hotels in New York and Glasgow, Scotland. The Miami hotel is scheduled to open in 2025.
Meanwhile, Virgin Voyages unveiled its first ship, the Scarlet Lady, last summer. The Valiant Lady has since entered service, with the Resilient Lady due this August. The fourth ship, Brilliant Lady, was opened in April.